eyeview

MIAMI – As the advertising industry seeks to unify premium video and traditional television, there is a need for speed and there are speed bumps. Given these dynamics, it’s fair to ask whether consolidation on the adtech side will drive the most change or will it be the increasing demands of advertisers for greater outcomes […]

MIAMI – Brand marketers want more accountability and predictability for their video campaigns, and more creative versioning based on viewer profiles will help deliver it, according to Jason Baadsgaard. The Chief Revenue Officer of Eyeview says the desire for more predictability involves helping marketers figure out how various inputs—among them audience, calibration, media and creative—actually […]

MIAMI – If the folks at Eyeview are correct, there’s a predictable progression happening in the advertising world as it moves from buying audiences on broad demographics to more targeted transactions. “Everyone’s going to eventually move to outcomes,” says Brian Katz, the company’s VP of Advanced TV Insights & Strategy. “The CMO’s on the marketing […]

Television can drive big awareness, but with digital media brands can take small steps with small budgets and “test and learn” their way to success. This, in essence, is the approach online and brick-and-mortar retailer West Elm has taken during nearly 30 consecutive months of profitability. West Elm has shied away from spending money on […]

VIEQUES, PR — Digital advertisers need a common metric for what constitutes user-viewable video inventory – but they shouldn’t rely on it as the prime driver of their strategy. That is according to a trio of ad-tech execs whose companies help bring some visibility to the problem, but who say the challenge is greater than that. Almost […]

Analyzing the impact of video advertising reveals not only incremental lift in offline store visits but also the vast difference in quality of inventory from one programmatic exchange to another. These are just two of the takeaways that emerged during a panel discussion by industry professionals at the recent Beet.TV Leadership Summit titled Outcomes, presented […]

Marketer perceptions about the purpose of digital video advertising—branding versus performance—is changing, with the travel category one of the strongest proponents of performance. This is one of many findings of a research report commissioned by Eyeview and conducted by Sequent Partners at the end of 2016. As explained by Sequent’s Jim Spaeth at the recent […]

Matching media exposures to sales data shows that while creative and reach are the first two main drivers of purchases, respectively, context is a solid third. Which means that within the digital realm, there’s much work to be done understanding all the contextual permutations. These were key takeaways from observations shared by Nielsen Catalina Solutions […]

Lots of data and great creative for ad campaigns are meaningless unless you can be sure they’re actually driving revenue. Because at the end of the day, “It’s what the C-suite cares about,” says author and keynote speaker Andrew Davis. Davis was among some three dozen advertising and media experts who gathered for the recent […]

Some types of digital innovation are easier to prove than others, among them online travel agencies and streaming video giant Netflix. Then there is the not inconsiderable task of getting marketers to change their worldview about audience targeting. Nine years ago, Innovid chose the latter path, providing an open platform approach to personalizing video targeting […]

Using dynamic video ads that key off of seasons or weather conditions for Lowe’s is “table stakes” given the wealth of behavioral data available to tweak viewers’ emotions. “I think that’s kind of easy to do,” according to Bob Estrada, EVP & Director of Strategic Partnerships at BBDO New York, the agency for the home […]

When West Elm first dipped its toes into video ad retargeting a few months ago, the furniture and housewares retailer set “a pretty solid benchmark” for measuring the outcome. “For us, video retargeting has been extremely powerful,” the company’s VP of Innovation, Luke Chatelain, said in a panel discussion at Beet.TV Leadership Summit titled Outcomes. […]

With his multi-decade background at NBC, CNBC and TiVo, Tom Rogers knows a bit about television audiences. Given continued viewing declines, he believes the only way for broadcast and cable networks to maintain decent pricing is personalized ads with measurable business outcomes for advertisers. “I really don’t see any other answer given this confluence of […]

The travel industry vertical has joined automotive and financial services a top category for more precise consumer targeting and outcomes measurement via digital video. Nonetheless, there’s a still a lot of “heavy lifting” going on as brand marketers try to best identify their target audiences with first- and third-party data, according to Experian’s Brad Danaher. […]

As measuring the outcomes of digital video ad campaigns gets more sophisticated, what excites Placed’s David Shim is video as a direct-response channel. The same advances in measurement can only improve the performance of traditional linear television. In this interview at the recent Beet.TV Leadership Summit titled Outcomes, presented by video marketing technology provider Eyeview, […]

Best-selling author Andrew Davis has great disdain for MFOMO (Marketer Fear of Missing Out), CMO Pizza and the “marketing funnel.” He believes that if brands concentrated more on outcomes and not market share, they could avoid all three of these pitfalls. It was Davis, of Monumental Shift, who kicked off the recent Beet.TV Leadership Summit […]

Proving ROI on television advertising is “still in a fairly primitive state,” amid massive network audience declines and rising CPM’s. It’s a paradigm that Tom Rogers believes cannot continue much longer. Buying TV broadly on demographics without being able to match exposures to purchases leaves little opportunity for measuring spending efficiency, says Rogers, who is […]

Before the advent of digital media, the unbundling of creative and media at general advertising agencies made lots of sense. Now it takes more effort to bring those functions together so that creative is best suited to particular platforms. This is one reason why it’s important to bring the right partners into creative agencies, according […]

A “crisis of confidence” in digital media can be alleviated in large part by better measurement solutions. “If measurement is done well, it informs the way advertising works,” says Andrew Feigenson, Chief Revenue Officer for Nielsen Catalina Solutions. If the advertising industry maps measurement as a key performance indicator, it we can start addressing some […]

If you want to shoot dozens of fragments of video ad permutations to combine in to the perfect single ad for a solitary viewer, you had better skill up both your engineering team and your creative staff. That’s what Sam Barber is doing. The creative director of Eyeview Digital, a company which helps advertisers pull off one-to-one […]