the road to cannes

The emergence of stream-based content units popularized by mobile apps like Twitter and Facebook promises to simplify a confusing mobile advertising space, says an ad agency exec. “We’ve had an explosion of formats,” says Maxus’ north America chief strategy office Mark Egan We’re seeing a lot of this roll in to a common unit which […]

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 — 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 — Mindshare Worldwide’s chief digital officer Norm Johnston sees video’s jump from the desktop to the living room screen as one of the biggest advertising and content opportunities in the years ahead. “What’s interesting is the possibilities within IPTV,” he tells Beet.TV. “Forty percent of televisions in the US are now connected to the […]

LONDON — Research commissioned by BBC Worldwide shows the top 20% highest earners are fully engaged and readily reachable by mobile advertisers. “Senior executives – do they look at their mobile phones all the time? The answer is ‘yes’,” says Tom Bowman, VP Global Strategy & Sales Operations, BBC Worldwide. “Amongst affluent consumers groups, the mobile […]

LONDON — High quality and plenty of integrity are important for brands and publishers working together on commercial editorial, says the executive who launched The Guardian’s branded content division this spring. “The most critical thing is to ensure that the caliber of the content, if it is branded, is of such a high standard that […]

LONDON — Programmatic online advertising control techniques have become popular in web channels; now broadcasters and video operators are ready to shed scepticism toward the technology, says an exec with a bird’s-eye view of the market. “Increasingly, the community is appreciating that programmatic is premium,” says video ad tech firm Videology‘s Head of Global TV Strategies, […]

LONDON — When programmatic online ad trading techniques hit the big time, headlines focused on their use in auction environments. But conventional-style display advertising can be upgraded by programmatic, too, says one ad agency exec. “One of the really interesting spaces is the evolution of private marketplaces and this concept of ‘programmatic guaranteed’ … now […]

LONDON — If “data is the new oil“, The Guardian is sitting on a well. The news publisher has built its own in-house analytics platform, dubbed “Ophan”, to measure dozens of metrics for thousands of stories, chief digital officer Tanya Cordrey tells Beet.TV. “It shows the performance of our content at any moment of any […]

Now that TV viewers are using mobile devices to distract themselves from TV ads, GroupM’s data-driven Xaxis unit is trying to bring those ads to the palms of their hands. The unit recently launched Xaxis Sync, its technology for buying ads on social networks at the same time they run on TV, in further global markets, following inception […]

LONDON — UK consumers are spending insane amounts of time on their phones. So why aren’t advertisers putting proportionate amounts of money in to the devices? “Because the mobile marketplace has been relatively fragmented, it has made it feel a little bit difficult and risky for people to get executing on phones in the way […]

LONDON — It’s only natural that native advertising articles exist only on the websites of the individual publishers who sell and create them – after all, they depend on the tone and content production skillset boasted by that publisher. But Danny Hopwood wants native’s small reach to break out of their creators’ own confines, with […]

LONDON – Those ads that follow users around the web with a banner for a vacation after they browsed for a vacation may soon be more than just banners. “The ability to retarget someone with a video as as opposed to just a display ad adds an interesting new dimension,” the EMEA president of Publicis-owned […]