Now Civolution has sold off the latter pieces to Kantar, it is returning to the original brand, Teletrax, which will focus on TV monitoring and TV-synced online advertising.
“We have an infrastructure that monitors thousands of TV channels across the world,” according to Civolution CEO Alex Terpstra. “We identify, in real-time, which ads are airing on TV. We can can synchronize digital campaigns instantly to those moments and drive increased performance.
“It started with sync to TV ads – but is now evolving in to a whole series of sync products … new products coming over the summer.”
Also at Cannes, we interviewed Xaxis EMEA CEO Caspar Schlickum about the implementation of the company’s “Sync” offering which was created in collaboration with Civolution.
We interviewed Terpstra at the Cannes Lions Festival as part of a series on programmatic advertising presented by Rubicon Project. Please visit this page for more videos from the series.
]]>CHICAGO — “Native” advertising gathered a head of steam in 2014 but, with as many definitions as there are people trying the technology, what do some leading ad tech execs think makes the concept tick?
“There are a lot of different definitions of ‘native’ advertising,” according to outstream ads technology vendor Teads’ US GM Jim Daily. “The type of outstream units that you might see in the marketplace can be considered ‘native’ in their application because of the contextual relevancy.”
In a Beet.TV panel, Daily gave an example of a financial services provider which had deployed a two-minute video about home refinancing: “Making sure we’re putting a video in the correct contextual environment adds value to the consumer.”
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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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“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.
]]>So video ad tech vendor Teads is helping publishers turn their existing assets in to video ad opportunities, with its ad formats like inRead that inserts auto-playing video ads in content publishers do have plenty of – text articles.
Following Teads’ recent merger with Ebuzzing, Rebecca Mahony, chief marketing officer of the combined outfit, says: “We’ve come up with the idea of out-stream video advertising, outside of pre-roll.
“We have to make sure people understand what that means,” she tells Beet.TV. “Once you explain what it means, it makes sense. We’re always thinking one step ahead, trying to do things that are different.”
We spoke with her 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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