marketing

CANNES, France — The move from a desktop digital world to one that is mobile is forcing advertisers to work harder than ever, says a veteran digital media exec now at an Media Rating Council-approved mobile ad serving company. “Delivering in to mobile is about 20 times harder than it is in desktop,” says Medialets […]

CANNES, France — The company whose main product was immortalized by Andy Warhol looks like sticking with TV fame for a lot more than 15 minutes – but that won’t stop it trying to make the medium more accountable. the Campbell Soup Company integrated marketing VP Yin Woon Rani tells Beet.TV: “We’ve put our content in […]

CANNES, France — People have talked about media “convergence” for years. But, for media agency Carat, the converged future hasn’t worked out the way people expected. “We used to talk about how everything would converge on a single device,” says global president Doug Ray. “The reality is, people’s bevahiors have converged around different devices.” It’s within […]

CANNES, France — Some may characterize the rise of so-called “programmatic” online ad trading and control techniques as the transition of Mad Men into “maths men” – but one agency boss thinks the technologies can spur creativity by liberating staff from “drudge”. “I don’t think anyone signs up for our industry to be staring at an […]

Advertisers don’t just want cheaper ad rates – they will increasingly search for more insight in to how their spend is really working, predicts one ad agency exec. “Client transparency is certainly going to be a big hot topic,” according to Zenith US CEO Dave Penski. “Are they getting what they’ve been promised? “Driving down […]

There are no longer any advertising “channels”, just technology, says a Publicis division exec. “We should no longer think in ‘channels’ anymore – we think in connectivity and user experience,” according to ZenithOptimedia north America corporate development EVP James Shoreland. Shoreland is working on breaking down silos between technology, data, brands and content: “This is […]

LONDON — Marketing agencies, like other industries, are getting excited about “Big Data” – but what does that really mean for their clients, who can often be confused about what the jargon boils down to? “‘Big data’ sounds scary … things are very complex at the moment,” says Starcom MediaVest Group London’s co-CEO Steve Parker. […]

LOS ANGELES — You can’t go to a digital industry conference these days without someone espousing the value of “data”. For ad group Group M Worldwide’s chief digital officer Rob Norman, data’s value is clear: “Data is to marketing as science is to religion. The more facts you have, the less faith you need.” But marketers are […]

LOS ANGELES — “Best-in-class content is alive and well” as new distributors and marketers alike take the opportunity to reach consumers, says an ad agency exec. “We’ve seen an explosion of the golden age of content,” UM WW’s north America president Sarah Personette, who was Facebook’s own agency relations director until 2013, tells Beet.TV. “Consumers want and […]

LOS ANGELES — The digital marketing technology landscape may be expanding, but it isn’t about to go pop, says one of digital media’s most noted banker-advisers. “We’ve seen a change from media intermediation being an art to more of a science,” Luma Partners‘ Terence Kawaja tells Beet.TV. “You hear about the word ‘programmatic’… bringing software […]

In a digital media world that is 25 years old, it’s no wonder the relatively recent upstart of mobile is still considered a single new channel for planning against. But now ad group Starcom Worldwide‘s mobile SVP has an unusual goal – to kill her job. “If my job exists in six months in its […]

Google will invent more resources in 2014 on improving its advertising technologies for buy-side customers, says a Google ad exec. “We spent a little bit more time on the sell side than we did on the buy side from a product development perspective,” Google media platforms sales head Jay VanDerzee tells Beet.TV. “We’re obviously going to continue to do […]

TV advertisers are fond of reaching a mass of people – but, online, is viewership the be-all and end-all? “It’s not about driving a million views – it’s more about, ‘How can we drive 250,000 engagements?’,” says Richard Spalding, CEO of The 7th Chamber, a seeding agency which aims to push videos to people who […]

VIEQUES, PR — Everyone’s talking about “content marketing”, “native advertising” or “branded content” – the hybridization of editorial and marketing materials in to a single content type of mutual benefit to publishers and brands. That’s forcing the ad agencies to offer their services in these spaces. But, for agencies as used to the traditional church-and-state […]

Many people think consumers hate it when brands advertise to them. In fact, some consumers often tend to love brands, says social video marketing insight outlet Zefr‘s Jason Kirk. “The fans and their power and their passion is something that’s undeniable,” Kirk tells Beet.TV. “If you aren’t able to tap in to that… you’re missing out. […]

One month ago, music streamer Spotify made a change which lets mobile and tablet users listen to more music for free. Previously, off-PC usage required a premium subscription. But Spotify’s change is not just a goodwill gift to users – it points to the growing part advertisers play in a business that has always relied […]

Today, the TV tuning habits of a million American households is helping Kantar Media advertising partners target digital ads. Tomorrow, the applications could be far more widespread. “One of the things on our roadmap, as we’re very integrated in television, is to broaden the perspective,” Kantar chief commercial officer Bud Breheney tells Beet.TV. “You have […]

LONDON —  Advertiser interest in programmatic is growing, but more work needs to be done to better describe and allay fears over the phenomenon, says an exec representing both buy- and sell-side. The make-up of attendees to an Internet Advertising Bureau UK conference on the topic has gone up from 10% advertisers last year to […]

LONDON –Videos is the fastest part of Xaxis, the data and technology of GroupM, media agency division of  WPP.  It has been a “watershed” year where the agency is using data to target about half of its video buying across the EMEA region, says Caspar Schlickum, MD of EMEA, in this interview with Beet.TV The […]

“Data is the new oil”, the saying goes. For marketers, that’s nearly the case, says Adobe’s product marketing director Tim Waddell. “Rich, first-party data is the DNA of any advertising campaign,” Waddell tells Beet.TV in this video interview, “the number-one data source that a marketer should be using.” But Waddell says Adobe’s own data shows […]