- Mindshare’s New York digital lead Joe Migliozzi: “Hopefully, over time, we can get over that misperception that, just because you don’t know (the target publication), or just because it’s not on a network, it’s not premium.”
- Ebuzzing and Teads north America MD Jim Daily said big audience and good content equals a “premium” identification: “As long as we’re filling those two … there’s a huge opportunity.”
- Nielsen’s EVP and client business partner for agencies Dave Hohman: “I would add one more thing to your definition: is the audience a group of people who are highly engaged in the category? Reach isn’t enough. I’ve got to be able to find people who are … heavy consumers of my brand.”
They were interviewed by Collective Digital Studio SVP Paul Kontonis at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>- “People are not sitting in front of the television like they used to,” Mediacom managing partner and group digital director Michael Lampert tells Beet.TV in this video. “How do we create a model that replicates that change in consumption with video?”
- “Twitter’s acquisition of MoPub is a signal to the broader marketplace that the opportunity to programmatically deliver mobile video at scale on mobile devices and to connect messaging across screens will be a game-changer eventually,” media agency MEC’s north America digital managing partner Gian Lavecchia adds. “Mobility is the last unknown. I don’t think we’re executing with precision at this point.”
- “People are watching TV less and less – we have to find them on their tablets and desktops,” according to Xaxis trading manager Sarah Warner.
They were interviewed on stage by Paul Kontonis at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>So-called “out-stream” video ads, as introduced by Ebuzzing and Teads, don’t play in video windows before video content; they play between text paragraphs, meaning advertisers can place video ads even where there is no video.
“Q4 could come in really handy when our top publishers are completely sold out,” GroupM subsidiary Xaxis’ trading manager Sarah Warner tells Beet.TV in this video. “It’s inventory we can access that otherwise wouldn’t exist.
“Q4 is when it’s really going to pick up. We’ll really need to tap in to out-of-stream video.”
Warner was interviewd by Beet.TV executive producer Andy Plesser at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>Asked why users would consume content made by brands in vehicles designed to convey the news of the day, News Corp SVP and video head Rahul Chopra said: “To be frank, most people don’t. A lot of the content being created for brands is not very good.”
But Chopra tells Beet.TV in this video there is a way toward success: “What we’re starting to see is brands understanding they need to invest heavily in creating high-quality content around topics that are interesting.”
He held up Netflix’s sponsored content for its Orange Is The New Black series on The New York Times as an example of quality branded content.
Chopra was interviewd by Beet.TV executive producer Andy Plesser at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>Sales VP Anthony DeMaio tells Beet.TV in this video that the title recently enlisted French ad tech firm Teads, whose technology inserts auto-playing pre-roll ads in between text paragraphs.
“I find myself constantly walking down to the editor’s office, saying ‘We don’t have enough inventory!’,” DeMaio says. “It’s very expensive to create a lot of video right now.
“Our chairman Jacob Weisberg was recently in London and saw the Teads platform – he called us immediately because he knew the situation with regard to inventory.
“We’re doing roughly 50 to 70 articles a day at Slate, which equates in to four or five million page views. We’re (effectively) doing four to five million pre-roll video stream. The potential is limitless.”
DeMaio was interviewd by Beet.TV executive producer Andy Plesser at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
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The company’s chief revenue officer tells Beet.TV about plans for Cumulus’ Nash country music station: “On January 1, we’re launching Nash TV, which is a full web video component. In December, on Fox television, we’ll have a Nash award show… building a 360 degree) component, building off the back of the great brands we have, in video.
“Starting in January, our video assets have to be bought as part of a whole package (not separately), because we think the whole idea of being able to sponsor something on-air, on-line and mobile is going to drive most value for our brands and provide a consistent experience for our consumers.”
Cumulus took a shareholding in music streaming service Rdio in September and is even using video ad formats to help the company monetize its audio streams.
Batson was interviewd by Beet.TV executive producer Andy Plesser at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>“We saw a social radar,” News Corp. video SVP Rahul Chopra tells Beet.TV in this video, ” – tell us what you’re looking to find and Storyful will scour the entire social web to find out the most valuable content.
“As you look at the process for which we (use Storyful to) find content, there is a product stack sitting there that we’re process of potentially looking to bring to market that would put that intelligence in the hands of brands, agencies and creative types, to discover content in the same way we do.”
Chopra said Storyful is “100% being run as a standalone entity” within News Corp.
Chopra was interviewd by Beet.TV executive producer Andy Plesser at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
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This sort of measurement can help with the overarching goal to achieve the so-called “three Rs” in marketing of reach, resonance and reaction. “Am I reaching my target audience? Am I engaging with the people I want to engage with and is it driving a desired action?” Hohman asks, in laying out the framework for both TV ads and video across platforms. Increasingly, agencies are planning not just on reach but on impact, he adds. “Agencies are going to want to find audiences and not by daypart. It’s going to be ‘I can deliver this audience across a variety of devices’…and then [the campaign] will be evaluated across the three Rs.”
For more insight on measurement, ad models, content and cross-platform marketing, check out this video interview.
Hohman was interviewed by Paul Kontonis, SVP at Collective Digital Studio at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
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According to Ebuzzing and Teads North America MD Jim Daily: “The user sitting there, forced to sit through a 30-second preroll is sitting there saying, ‘I hate this brand – I have to watch this video, this isn’t a good experience for me. There’s a chance it will actually have negative connotations.”
Teads, which recently merged with Ebuzzing, inserts video ad units between article text paragraphs that auto-play if they are in-view during scrolling by readers.
Daily, in this video, says a campaign for one electronics manufacturer recently yielded an impressive four to six percent click-through rate – higher than the pre-roll norm because, by virtue of auto-playing, more engaged users are clicking through. “If somebody decided to watch the ad, they’re probably more likely to click it,” he says.
Daily was interviewed by Collective Media SVP Paul Kontonis at the Beet.TV video advertising summit on “outstream” advertising, presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>- “We’ve got content across News Corp that can be of great value to brands. Video is a method of storytelling that our users are asking for,” says News Corp’s video SVP Rahul Chopra in this video.
- Slate sales VP and associate publisher Anthony DeMaio, who has done content for MasterCard and Adobe among others, agrees: “We continue to be requests for custom-based programs – video is at least 80 to 90% of those requests. Consumers don’t want to be sold to.”
- Mail Online sales VP Matt Kaplan says: “We have an (ad) unit that we launched eight months ago that ingests our content and associates it with a brand message – it’s large-format, high-impact, pairing a brand message with our content.”
- Radio group Cumulus Media‘s chief revenue officer JT Bateson says: “Video is a critical component for us, creating full 360 brands. We think we’ll see 10x in pre-roll opportunities and in-page video opportunities across all of our platforms next year.”
They were interviewed on stage by Beet.TV executive producer Andy Plesser at the Beet.TV video advertising summit on “outstream” advertising, presented by Ebuzzing & Teads. Please find more videos from that event here.
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“We produce 900 stories a day ,” says Mail Online’s North America sales VP Matt Kaplan in this video. “Maybe 20% of those pages has a video on it. About 2% result in a video play.
“We’d like to radically increase the amount of video we’re publishing. Most of our video has been clips – we’re going to get much more involved in original video production.”
Video is one of three main ad formats, alongside native and high-impact display, Kaplan wants Mail Online to double down on. To commercialize video, Kaplan wants to use out-stream and rich-media units, as well as pre-rolls. He notes that rich video display can appear on nearly every page of the site, while pre-roll can only be served on the pages with a player
Kaplan interviewed on stage by Beet.TV executive producer Andy Plesser at the Beet.TV video advertising summit on “outstream” advertising, presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>“There are profound opportunities for brands to drive action. We are going to start seeing brands capitalize and fully leverage that Vine canvas,” he says. “The challenge for Twitter is it’s live and in the moment, but they’ll have to figure that out.”
But measurement remains a hurdle for content marketing. “Our inability to consistently present sound findings and real business performance is holding us back. We need to figure out how to effectively measure emotion, engagement, attention, and connect those to business metrics.”
LaVecchia was one of the speakers at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
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Given the changes in consumption, the industry needs a streamlined analytics approach to cross-channel behaviors, he says. “If we are going to acknowledge that people are going from Place A to Place B to Place C, we shouldn’t just look at what they do last…We need to make sure every impression counts to some degree,” Lampert says. That means marketers need to understand how consumers are moving across properties and what is making an impact at each point in the journey. He points to both Google’s and AOL’s purchases of attribution firms this spring as evidence of the importance in understanding the links in consumer behaviors across platforms.
Lampert recently moved from Digitas to MediaCom, and works with clients such as Dell and Volkswagen. Lampert was one of the speakers at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>“What’s next is video, video, video – we need to get more video on the site,” says Slate associate publisher Anthony DeMaio. “We’re doing four million streams a month – it’s still a very small percentage of our (total) inventory.”
Last month, Slate began adding video ad technology from Teads, allowing it to insert scroll-linked video ads in between article paragraphs – meaning Slate can make up for the lack of its own video inventory by instead using the abundant text inventory it does have. The product is called inRead.
“This Teads opportunity represents an enormous tectonic opportunity,” DeMaio adds. “Overnight, it exponentially increases our inventory. We can monetize three million pages of inventory per day.
“Completion rates are between 30 and 40%, versus a click-to-play preroll that’s 75% to 80%. Completion rates are half of what we’re seeing on preroll – therefore, we want prices to reflect that accordingly.”
So far, Slate has been selling the new-style spots directly to watchmaker Breitling and travel firm One&Only.
DeMaio was one of the speakers at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>“We’re an absolute giant,” says Mail Online sales VP Matt Kaplan. “We drive more video consumption than any other player in our space – upwards of 50m streams per month – and yet it’s less than 2% of our total page view consumption.
“All of those pages represent an opportunity to drive a video solution – through high-impact display or a native solution.”
Those are the video ad formats Kaplan is focused on using over standard pre-roll, claiming higher engagement.
Kaplan was one of the speakers at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>“We work with Xaxis, Accuen, Vivaki and these trading desks to build our specific, high-quality marketplaces,” according to the company’s north America GM Jim Daily.
“Our programatic side of the business is straight video units where you just need an MP4 or YouTube link to go live in 10 to 15 minutes… that business will shift subtly to programmatic over the next two to three years … 30% programmatic and 70% managed serves in a year or two.”
Daily was one of the speakers at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>“IAB rising star units are often though of as upper-funnel, very branding, engaging tactics that aren’t associated with programatic,” says Sarah Warner, trading manager of GroupM’s programmatic unit, Xaxis.
“But we can do it. Xaxis was traditionally thought of as DR engine. But with video and rising star and our creative shop, we’re really trying to set ourselves apart as an entire solution.”
Unlike conventional static display, IAB rising star formats include filmstrips, expanding toolbars, sidebars and more.
Warner was one of the speakers at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
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