Google’s TV Mantra: Connect, Distribute And Monetize For Programmers
MIAMI – Google doesn’t have to search for television partners. The digital giant is busily helping broadcasters and cable networks connect with viewers while distributing and monetizing their content. “We definitely have a perspective that eventually everything is going to go IP,” says Brian Jankovsky, Director of Entertainment & Sports Partnerships at Google, during a […]
Advanced TV Offers Better Targeting, More Consumer Choices: IBM iX’s Rangaiah
How does “advanced” television in all of its forms—OTT, VOD, online—come to resemble good old-fashioned network TV? When its ad inventory and viewers are concentrated among a few big players. To be sure, the advantages of advanced TV include the ability to use data for better audience targeting and results measurement, Babs Rangaiah, Partner for […]
Hearts & Science: Less Consumer Interruption As Digital Ad Formats Multiply
Faced with a “fast and furious” proliferation of digital advertising formats, agencies and marketers must contemplate less ad interruptions while figuring out how to give consumers what they really want. “Call that branded content, brand-created, something other than advertising,” says Zak Treuhaft, President of Omnicom’s Hearts & Science agency. Mobile in particular is characterized by […]
Ditch Last-Click Attribution On Mobile: Google’s Carrington
BARCELONA — Mobile is a different device – and that’s going to require very different advertising strategies, one of Google’s international ad execs says. “We’re trying to help people move away last-click attribution,” Google EMEA performance solutions MD Ian Carrington tells Beet.TV in this video interview. “A lot of people are using last-click attribution models. That means they’re […]
Tech Stack ‘Fiefdoms’ Will Consolidate, According To MediaMath, Videology & Google
VIEQUES, PR — Over the last few years, we have seen an avalanche of new advertising technology solutions come to market, all helping marketers reach consumers – and, arguably, all making their job even more complex. Now we may see an accelerating flurry of mergers and acquisitions, as larger players gobble up vendors to streamline the ecosystem again, a panel convened […]
Can Programmatic And Guarantees Exist In Harmony? Answers from GroupM, Google, MediaMath, Target and Videology
VIEQUES, PR — So-called “programmatic” advertising – techniques for refining and automating advertising trading – grew up around real-time bidding, the instantaneous transactions that seem anathema to traditional upfront ad sales. But, as the technology has matured, it has also begun to allow for old-fashioned-style upfront buys – with all the added efficiency of programmatic. A panel […]
GroupM’s Rob Norman: Google, Facebook Have Found the “God Particle” of Marketing
Using a metaphor of the discovery of the the so-called “God particle” by physicists at the Hadron Collider in Switzerland, GroupM‘s chief global digital officer Rob Norman tells Beet.TV that Google and Facebook have arrived at a place he calls the “God particle of marketing” which is perfect attribution. He explains the power of Google and […]
Google’s AdX Bigger Than Global Stock Markets: Vanderzee
It is often said that the “programmatic” shift from manual ad-buying to automated mechanisms will do for Madison Avenue what computer trading did to Wall Street. But, on one measure, it’s already bigger than that. “The number of transactions now on the DoubleClick Ad Exchange, if you add them together, is larger than every stock […]
Full Video Ad Viewability, We Will Get There, Google’s Jane Hong
FORT LAUDERDALE — So you’re an advertiser and you only want to pay for ads that humans can actually see? Be careful what you wish for – today, that may be like cutting off your nose to spite your face. “They believe they should have always been paying for the viewable impression,” Jane Hong, Google […]
Google’s 2015 Priority Is Securing Ads From Malware
FORT LAUDERDALE – The digital ad industry may be starting to get to grips with the problems of fraud and viewability, but next up is the creeping threat from nefarious code. “The big priority for us is switching everything over to Secure Sockets Layer (SSL),” Google’s head of media platform sales, Jay VanDerZee, tells Beet.TV […]
Facebook Passes YouTube For Desktop Video: comScore’s Fulgoni
CHICAGO — Less than a year after it began testing auto-playing video, Facebook is the winner in a tipping point against rival Google. “In the month of August, on desktop viewing, they delivered about a billion more views than YouTube – which is pretty amazing,” co-founder and chairman emeritus Gian Fulgoni reveals to Beet.TV in this […]
Giant Snack Maker Mondelēz Nets 100 Million Views w/ ‘NowThisNews” Real-Time Collaboration
Already considered a leader in real-time brand content creation on a per-campaign basis, Oreo maker Mondelēz International in April announced a partnership, Blink Studios, in which it would try to habitualize the practise using editorial expertise from new-wave mobile news service NowThisNews. Now Mondelēz’s global media and consumer engagement VP B. Bonin Bough reveals progress in this […]
Google’s Chip Hall Reveals ‘The Programmatic Playbook’
COLOGNE, Germany – Google’s DoubleClick Ad Exchange buyer development head thinks he has the recipe to create “a very nice virtuous cycle where every (ad) impression is smarter than the last”. Chip Hall calls it “the programmatic playbook, and he tells Beet.TV about the five steps in this video interview… “Understanding your customer – that […]
Google’s Ben Barokas: Data Is King In Video Boom
COLOGNE, Germany — If “data is the new oil” when it comes to advertising, Google is sitting on a geyser – but it’s happy to let customers tap rivals’ supply lines, too. Ben Barokas, GM for Marketplace Development, sees the emerging digital ad landscape this way, he tells Beet.TV in this video interview: “Every advertiser has […]
Google’s True View Ads See Boost in View-Through Rates
CANNES, France — View-through rates for Google’s skippable ads on YouTube have been rising significantly since first introduced, says David Benson, Google Branding Solutions Lead for Northern and Central Europe in an interview with Beet.TV. The benefit of these skippable spots is that, over time, consumers begin to tune out the ads that aren’t relevant, and […]
Google’s Benson: Mobile Is Driving Video Consumption
CANNES, France — It’s an ironic quip at this point. Every year for a while, it seemed like someone would predict “the year of mobile” would be next year. “We can officially say ‘the year of mobile’ was last year,” David Benson, Google’s branding solutions director for northern and central Europe, tells Beet.TV. “If you’re not […]
Canadian Video AdTech Firm Acquired by Google for DoubleClick Deployment
mDialog, a Canadian firm that has built a live video ad insertion engine, has been acquired by Google, the company announced in a blog post. More in this report from TechCrunch. Terms have not been revealed. Last year at the Brightcove customer summit, we spoke with Greg Philpott is the founder and CEO. We have republished that […]
Brands Sacrificing Truth For Attention: Google’s Benson
CANNES, France — Many brands nowadays are keenly commissioning content videos – but are they diving in to the opportunity in the right way? “What you see too often – we saw a lot of it on YouTube and at the Cannes awards – people are sacrificing brand equity or brand truth to get noticed,” says […]
BBC Worldwide, Google Endeavor To Merge TV, Online Ads
CANNES — BBC Worldwide is working with Google’s advertising divisions as they try to amalgamate how the publisher sells its TV and digital video ad inventory. “Quite a lot of our best customers are buying on television and buying online – linear and digital,” BBC Worldwide’s global strategy and sales VP Tom Bowman tells Beet.TV’s […]
Google Rallies Fight Against Bots In Ad Fraud ‘Arms Race’
Recent revelations that many online ad impressions – perhaps 40% – are prompted by internet bots defrauding ad buyers has spooked the industry. Now Google wants to go to war with the bots. “The surge of non-human traffic … is really taking the entire industry by storm,” Americas media platform sales head Jay VanDerzee tells Beet.TV. “This, […]