Xaxis

Ad campaign creativity has been lost in the multi-platform digital age as advertisers have rushed to cram their broadcast ads in to a range of very different screens, according to a panel of frustrated ad and measurement executives. “Creative, that’s our biggest hole,” Xaxis’ north America MD Brian Gleeson tells Beet.TV. “We’ve spent so much money […]

Everyone has been talking about “second-screen” experiences. But what do those experiences really bring to advertisers’ party? Greater consumer engagement, says a tech vendor. In the Netherlands, Civolution, whose technology knows which ads are playing on which TV channels and when, has been delivering that real-time data to Group M’s data-driven ad unit Xaxis. “As […]

The apparent shortage of premium video inventory against which brands can advertise is being driven in part by insufficient verification for who is really watching what, says one ad exec at the sharp end. Group M data unit Xaxis‘ audience strategy manager Evan Hanlon blames “shortage” partly on the “lack of our ability to verify […]

Today, super-automated and -targeted ad buying dubbed “programmatic” is mostly  brought to bear on straightforward display ads in standard formats. So, with engaging new devices demanding new-wave interactive ad formats, will programmatic reach this new area? “Technology will catch up to the creative,” Real Media Group president Nicolle Pangis tells Beet.TV. “We’ve seen it in display, […]

The growing sophistication of both TV and online data is making cross-platform media mix modeling more reliable, says Mark McKee, Senior VP Global Marketing and Strategy at Videology in an interview with Beet.TV. “The first party and third party purchase behavior is effective in reaching and delivering both brand and sales metrics,” he says in a conversation […]

Programmatic buying isn’t big enough to have a huge impact yet on the TV upfront, says Gibbs Haljun, Managing Director of Media Investment at GroupM, during an interview with Beet.TV. “It’s not happening yet because there isn’t huge scale. Look at Duck Dynasty. That has a very small viewership online….there is less of an incentive to […]

Automated advertising is about to be executed at some serious scale, after WPP this month announced it would merge its 24/7 Media unit’s collection of publisher-side technologies in to data stablemate Xaxis. “It puts us in some rare air – we are the largest programmatic and media platform,” Xaxis north America MD Brian Gleason tells Beet.TV. WPP merged […]

Television may be “old media” to some digital folks. But traditional data and practices from TV advertising are making rapid incursions to influencing the online video world. “in 2013, we saw the first step in that evolution,” says Evan Hanlon, audience and strategy manager of Group M’s Xaxis data unit. “One of the key pieces […]

Philips spin-out Civolution may be best known for the  video watermarking technology it inherited in its acquisition of Teletrax. But the Dutch outfit also brings other offerings to the table. Civolution technology also provides clients with real-time metadata describing on-air TV content. When this is used to target advertising in social networks, the results can […]

They may be considered different media, but internet and TV advertising are getting joined at the hip. Case in point is how knowledge of TV viewing habits is increasingly informing the online component of multi-channel ad campaigns. Kantar Media chief commercial officer Bud Breheney tells Beet.TV Kantar’s data about Americans’ TV tuning behavior is being […]

LONDON — 2014 looks like being an even bigger year in video for Group M’s Xaxis data targeting unit. Group M parent WPP last week announced it would merge stablemate 24/7 Media’s collection of publisher-side technologies in to Xaxis to cater to an ad market seeing publishers and advertisers dealing with each other, cutting out […]

LONDON — The rise of super-targeted “programmatic” online ad buying may be cast as the rise of “Maths Men” over “Mad Men” – but one ad exec says marketers should refocus on using the new wealth of numbers to tell traditional creative stories. “The language we’ve created for our industry is very difficult for most […]

LONDON — One medium has long relied on imprecise, demographic viewer measuring; the other boasts super-detailed data-driven insight. But TV and internet channels are learning to hybridize the ways they quantify advertising audiences, one exec says. Nielsen media client consulting VP Andrew Bradford tells Beet.TV how TV joint industry committees in Germany and the UK […]

LONDON — The industry is still not configured to easily producing online advertising that works across digital screens, a panel convened by Beet.TV agrees. Unlike Scandinavia, where 90 percent of pre-roll ads last a mobile-friendly 12 to 15 seconds, most UK pre-rolls are dumped from existing 30-second TV spots, sports video firm Perform Group’s UK […]

LONDON — Many brands and publishers think so-called “programmatic” online ad sales mechanisms excel at cheap ad inventory. But times could be changing – and so they should, says one GroupM data exec. “At the beginning, programmatic started more from a performance background,” GroupM’s Xaxis UK MD Nicolas Bidon tells Beet.TV. “It was associated, rightly […]

LONDON — The rise of advanced data-driven and otherwise “programmatic” online advertising sales processes is challenging traditional ad networks to step up and defend their place in the future, a Beet.TV panel of industry execs agrees. “For the development of video as a legitimate channel, they were a necessity,” Videology’s global TV strategy head Rhys […]

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 […]

LONDON — Consumers are using many different digital devices to watch content and advertising. But ads are still being bought with an air of fragmentation, says one executive. “Mobile is still a very, very tiny fraction of advertising spend,” says Nicolas Bidon, UK MD of GroupM’s Xaxis data-handling unit in this interview with Beet.TV “The […]

LONDON — While many news publishers have eyed the rise of so-called “programmatic” automated online ad trading with skepticism, Guardian News & Media has “embraced” the approach for four years, says revenue director Tim Gentry. The latest example is the deal Gentry signed with ad tech vendor MediaMath last month creating Response+, a trading desk which […]

Buying of online display ads through automated, “programmatic” techniques is booming, redefining that segment of the industry. So when will the same happen to video-format ads? “Programmatic video has not grown as quickly as our overall business in north America,” says Brian Gleason, the north America MD of GroupM’s data unit Xaxis admits to Beet.TV […]