SMG

CHICAGO — Digital ads can begin to reach individual consumers with specific messages based on unique characteristics – but only if computers know enough to target them, says one ad agency exec. “When I think about the future of video, I think about more personalized experiences,” SMG publishing platform and partnerships VP Lindsay Lichtenberg tells […]

CHICAGO — The internet may have displaced newspapers, magazines and radio in many consumers’ lives. But advertising execs – even those from technology backgrounds – don’t believe TV is about to croak any time soon, a Beet.TV panel heard. DigitasLbi’s programmatic strategy and analysis VP Brian Zaben: “It’s not going anywhere. It will just be more informed. […]

CHICAGO — Programmatic digital ad trading techniques have their place in the TV world – but no-one should expect adoption like that which has been seen in online display so far, says one video ad exec. “Digital thinking is, for sure, going to come over to TV,” says Starcom MediaVest Group’s precision video EVP Tracey Scheppach […]

CHICAGO — In 2014, TV began learning the targeting tricks that digital media have deployed for years. In 2015, those techniques will kick in to high gear, says one ad agency exec. “(In) 2014, I see a marketplace that has essentially gone from zero to $300 million of spend,” according to Starcom MediaVest Group’s precision video […]

Video personalization is going to be powerful development where consumers and control and create their own advertising experience.   It will be fully realized when virtual reality becomes widely adopted, but for now two dimensional personalizing works, says Jon Anselmo, Head of Digital Activation at MediaVest. We spoke with him last month in New York […]

COLOGNE – Today, it has become a given that both consumers and advertisers will make use of the internet on mobile devices, says Stefan Uhl, CEO of SMG Germany. A year or two ago, the idea of the “Ice Bucket Challenge” becoming viral – in part because of the ease of uploading mobile videos – […]

COLOGNE  — Even though programmatic advertising is rooted in technology, it has the power to drive more creativity, says Matt Blackborn, President of Emerging Markets at SMG, in an interview with Beet.TV. “There has been such an emphasis on technology and and how programmatic can drive efficiency and less about the power to unlock audience to brands […]

COLOGNE, Germany – For marketers, there is a big upside for delivering TV ads to particular households via an “addressable” scenario.  Providing ads directly  generates a 20 percent boost to the effectiveness of campaigns, explains Iain Jacob, the President of Dynamic Markets at the Starcom MediaVest Group, in this interview with Beet.TV Whilst addressable delivery […]

LONDON — When brands use mobile advertising or Twitter advertising, they can amplify their media spend and ROI, says Richard Hocking EMEA director of performance marketing and mobile development at Starcom MediaVest Group, in an interview with Beet.TV. Twitter can complement TV ads, and brands have seen a 7% rise in awareness from the combo, while brands measuring sales […]

LONDON — Data is rooted in numbers, but the use of it is most effective when brands view data as a “consumer fingerprint,” says Steve Simpson, Exec VP and Global Managing Director of Digital Strategy, Data and Analytics at SMG, in an interview with Beet.TV. “Think about it as a reflection of people and what they are doing […]

LONDON — In January, Starcom MediaVest Group (SMG) announced it would re-use some US publishers’ “evergreen” articles to tell marketers’ stories. Now it is about to ope the program, Content@Scale, elsewhere in the world. “We’ve rolled it out in the US and will roll it out in 2014 in many other markets around the world,” […]

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. […]

LONDON — Digital video is quickly on pace to reach scale, says Liz Stark, Digital Activation Direction at Starcom MediaVest Group in an interview with Beet.TV. “Digital publishers are bringing new opportunities to the table especially with the 2014 New Fronts, and we will have the opportunity to have the complementary balance of quality and scale. We […]

LONDON — Data is essential to successful real-time marketing, but the data needs to be useful, says Sabino Petruccelli, Head of Performance Marketing at Starcom MediaVest Group, in an interview with Beet.TV. “I don’t think we should get too hung up on big data as we should on good data. Good data means you have […]

The quality of content during the NewFronts is improving dramatically year over year, says Ritu Trivedi, Managing Director/Digital Marketplace at MediaVest, in an interview with Beet.TV at the NewFronts. “This is not just a ‘new kid in town,’ where we go see some shiny new bauble. This is serious. We have seen some amazing content […]

Starcom MediaVest Group (SMG) recently struck an exclusive partnership with Twitter, creating a “social TV lab” to explore the impact TV and social, in tandem, have on advertising. Now the pair are about to unveil first findings. SMG’s global video lead Lisa Giacosa tells Beet.TV metrics “look favorable” and are due to be published in February […]

Programmers are exploring new ways to plan video and social TV across screens to drive consumer reaction thanks to a host of new technology vendors, says Lisa Giacosa, SVP Global Social Media Director and Global Video Lead at Starcom MediaVest Group, in an interview with Beet.TV at the Beet.TV executive retreat. Vendors she is keen on […]

LONDON — The best way for brands to exploit the real-time marketing opportunity is with a combination of copious amounts of data and a healthy dose of new-wave creativity, says ad group Starcom MediaVest Group’s EMEA chief digital officer. “Real-time marketing is becoming a part of what we do on a day-to-day basis – we […]

LONDON — In a multi-screen advertising universe, what’s the role of TV anymore? First amongst many but merely the seed for all, says one digital ad boss. “Our approach is integrated screen planning – we see all TV screen content as video,” SMG’s EMEA director of performance marketing and mobile development Richard Hocking tells Beet.TV. “The traditional […]

LONDON — Ad traders are adjusting to what they see as a two-speed video advertising ecosystem, as broadcasters are slower to adopt new-wave data-driven ad targeting techniques see in online. “TV has a very successful model,” SMG UK digital trading director John Baylon tells Beet.TV. They need to be very careful about not disrupting that […]