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NBCUniversal’s self-service programmatic buying offering powered by 4C achieves a few milestones in the linear television world. Among the biggest is that advertisers will be using the same buying console that they already use to target audiences on major social media platforms ripe with video ad inventory. The deal with 4C “allows us to juxtapose […]

CANNES – In a world of seemingly endless video content choices, one thing is still missing: a better value exchange in which consumers realize that watching commercials might just be worth it. “I think it’s one of the things we’re kind of missing,” Dave Penski, CEO of Publicis Media Exchange Americas, says in this interview […]

CANNES — Twitter says it wants to help down-play shady user-generated content (UGC) in the advertising offerings it serves up to big agencies. in this video interview with Beet.TV, Twitter agency development director Stephanie Prayer says the network is trying to soothe brands’ concerns over the safety of environments in which ordinary folk publish their own […]

CANNES – Andrew Feigenson joined Nielsen Catalina Solutions about six months ago hoping that the ad industry was moving toward an outcomes-based approach to measuring success. So far, he hasn’t been disappointed. “From an advertiser perspective, we’re seeing a lot of that right now. Brands that are actually taking sales impact as a KPI and […]

Like many other companies, Twitter uses the Cannes Lions festival to showcase its product offerings. Unlike others, it’s adopted a “feed-first” mantra as opposed to mobile-first. At this year’s festival, Twitter will spend a lot of time talking about the value of experiences, how it’s doubled down on live streaming and what it takes for […]

What the Global CEO of J. Walter Thompson believes is “incredibly interesting” about creativity is that it can exist in product utilization. This comes at a time when despite the continued expansion of digital platforms, consumer engagement is all that really matters. As she looks ahead to the 2017 Cannes Lions festival, in this interview […]

While some news organizations struggle for credibility and survival, Bloomberg Media keeps investing in and growing its portfolio of products across all platforms. These include its impending, 24/7 news service with Twitter, the Bloomberg Lens offering, Bloomberg Trigger for advertisers and its OTT presence in Apple TV. “Personally I think there’s never been a more […]

Twitter’s first-ever NewFronts presentation, in which a raft of new live-streaming and premium original programming deals were unveiled, takes the company further along a particular path: taking two-screen experiences to one screen “in a way that no one else can,” according to CMO Leslie Berland. The company announced a dozen new collaborations for hundreds of […]

Twitter’s new partnership with Bloomberg for 24-hour, live news reporting gets a big thumbs up from Bank of America. “I really believe that this is as good as a combination of chocolate and peanut butter. This may be the Reese’s peanut butter cup moment for the media industry,” says the banking giant’s SVP, Enterprise Media […]

It’s not often a company sees its share price rise despite reporting a fall in revenue. But that’s what happened to Twitter last week. On Wednesday, the social network company reported Q1 2017 revenue down 24% on the prior year – and yet, Twitter’s share price is up nearly 20% at time of writing. What’s behind […]

LOS ANGELES — At a time when publishers’ spoils from relying on social platforms for distribution are coming under scrutiny, the man responsible for brokering Twitter’s deals with news organizations says the busy current news environment makes the platform perfect for publishers and advertisers alike, In its last-published quarter, Q4 2016, Twitter made $638mn from advertising, slightly less […]

Judging digital video campaigns based on the success metric of actual business outcomes can solve industry problems beyond calculating direct ROI, according to the CEO of video marketing technology provider Eyeview. “We’re trying to get brands, agencies and the ecosystem to move away from all this arbitrary proxy metrics of clicks and completions and demo […]

MIAMI – Maybe it’s fitting that a panel about the promise of advanced television advertising takes place in the state that brought us the Ringling Brothers. While data is fueling more qualitative audience targeting decisions, media agencies and their clients can be forgiven if they often feel like perpetual jugglers. What becomes clear from the […]

MIAMI – As Twitter endeavors to future-proof itself, live video has been trending this year. The traditional 140-character communications platform sees “global video solutions” as a way of letting users view and communicate with all sorts of characters—with advertisers in tow. “If you open up that app today, it looks a hell of a lot […]

MIAMI – As it goes even deeper into live television streaming, Twitter is trying to make new advertisers feel comfortable with its platform. The effort includes Nielsen guarantees and measurement by Moat for third-party audience verification. Twitter was a natural outlet for the National Football League, according to Ryan Moore, the company’s Global Agency Development […]

Call it cross-channel or cross-platform addressability. To Bank of America’s Lou Paskalis, it comes down to “orchestration.” But he wonders whether marketers are up to the challenge of adding value to spontaneous consumer experiences in what could amount to a long-tail investment commitment. “Let’s call it what it really is. Orchestration. I think it’s the […]

There’s enough disruption in digital advertising, so a flap at Facebook and uncertainty surrounding Twitter are best dealt with quickly. That’s the view of Mainardo de Nardis, CEO of OMD Worldwide, Omnicom’s global media communications agency. Last month, Facebook apologized after major agencies became aware that the social media behemoth had erred in the way […]

MIAMI — It may be known for its fast-paced and bite-sized status updates, but Twitter wants to tell brands they can both go shorter and longer with the formats they use on the platform. Twitter agency development director Dave Roter says pre-roll, in-feed video ads are working well – but he offers best practice, and alternative options. “The feed moves […]

AUSTIN – Facebook wants to make a big splash in the world of video advertising. But failings in its offering mean it still has a way to go, according to a leading ad agency boss. “The advertiser is competing with the regular newsfeed and the rest of the user-generated newsfeed. It remains a challenging environment,” GroupM chief digital officer Rob Norman […]

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 […]