Virool is a programmatic video distribution platform that counts more than 30,000 customers that have run more than 70,000 campaigns in the last two and a half years, he says. Virool licenses its technology to trading desks and agencies, and also works closely with them when needed on their video campaigns. “We have pre-roll inventory, social inventory, we reach blogging sites, social platforms,” he says, in explaining how marketers and media agencies use the service to distribute their video content widely
Danzis expects big growth this year in the advertainment category for video, given the boon in native advertising.
Danzis was interviewed by Ashley J. Swartz, CEO of Furious Corp.
The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.
]]>In fact, Jun Group has been focusing on products that enable brand clients to keep video on their own sites. Growth is also being fueled by capitalizing on the consumer move from the desktop to mobile devices, since mobile video drives better completion rates and engagement, he says. This year Jun Group expects to introduce an interstitial in-app unit that will allow for a non-interactive experience for consumers, he said.
Reichgut was interviewed by Ashley J. Swartz, CEO of Furious Corp.
The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.
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Ebuzzing, which was co-founded by French web entrepreneur Pierre Chapaz, and Teads, a French ad tech firm bringing new formats to market, say they are combining to form a group with over 300 employees in 10 countries.
Speaking at Beet.TV’s annual executive retreat in Vieques, Puerto Rico, this year, Ebuzzing US GM Jim Daily said interactive ad formats could solve publishers’ “viewability” dilemma by encouraging viewer engagement. Teads has tried to give video advertisers opportunities that extend beyong limited pre-roll inventory, by letting publishers embed video ads in to text articles.
In their announcement today, the pair said combined turnover will grow from $70 million in 2013 to more than $100 million in 2014. They plan to go public on the Nasdaq in 2015.
]]>“That’s still an open discussion,” says global product manager Stefan Maris of TV-syncing ad technology service Civolution. “One of the discussions we are having is with Ad-ID. Ad-ID could be in a very logical place to be this unique (campaign) identifier the industry – but we are not there yet.”
Ad-ID has been operating for a decade under the auspices of the American Association of Advertising Agencies and the Association of National Advertisers, attempting to define common rules for packaging up video ads for publishing platforms.
“Addressability is extremely valuable,” says Brian Gleason, north America MD of Group M’s Xaxis data-driven ad unit. “If we can take advantage of that relationship between broadcast and the mobile device … and come back with relevant results – that is definitely an ‘ah-hah’ moment.”
They were interviewed by Furious Minds CEO Ashley J. Swartz at Beet.TV’s recent annual executive retreat in Vieques, Puerto Rico.
]]>“Right now, the whole business is getting away with it,” says Jun Group CEO Mitchell Reichgut. “The client is seeing the big names (of sites on which they will appear) but they aren’t to know the little names.”
Jun claims to let advertisers specify exactly which sites their videos appear on. “The medium is due for a comeuppance; the whole structure is going to have to change,” Reichgut adds.
He was interviewed by Furious Minds CEO Ashley J. Swartz at Beet.TV’s recent annual executive retreat in Vieques, Puerto Rico.
]]>“We’re figuring out what content is inside the video, indexing the actual imagery of the content, figuring out how many videos are on the page, where the videos are, how big they are – and then adding this information to the ecosystem through ad servers, ad networks,” founder Kevin Lenane tells Beet.TV.
“I find it sort of jarring to be watching a video about something and have the ad be targeted based on something I searched in my email two hours ago.”
Lane reckons advertisers could target better if they had second-by-second understanding of what was being watching inside videos.
He was interviewed by Furious Minds CEO Ashley J. Swartz at Beet.TV’s recent annual executive retreat in Vieques, Puerto Rico.
]]>“Most of the media that I see spent – not a hell of a lot of data is actually being gathered,” says the company’s north America GM Francisco Cordero. “That could be done quite easily.
“We’re trying to get brands to reinvest for the next 20 years, not just for a tactical buy … (in) data warehouses and infrastructure that could dominate thinking for the next 20 years.
“People underestimate the mobile wave … the one (device) with the most data is the one that’s with you most of the time.”
Cordero was interviewed by Furious Minds CEO Ashley J. Swartz at Beet.TV’s annual executive retreat in Vieques, Puerto Rico.
]]>finally there’s enough information,” COO Eric Orme tells Beet.TV. “What really needs to happen… we have to be able to give back tons of data to these guys (our customers) to help them understand what are people watching, why is it doing well.”
Atlanta-based NDN is a middleman service that owns video rights and sells advertising against the clips it offers for free carriage to news partners in return for a share of ad sales revenue. It has quietly become the number-four US video content property by viewer size, according to comScore.
“We’ve got about 4,500 publishers, we’re reaching about 90% of the US audience. We just hired a chief data scientist,” Orme adds. Chris Smith joined NDN after stints at Chilli, SCIenergy and the Rubicon Project.
Orme was interviewed by Furious Minds CEO Ashley J. Swartz at Beet.TV’s annual executive retreat in Vieques, Puerto Rico.
]]>“We’ve been measuring GRPs for a long time and clients are comfortable with GRPs so if they look to extend their buy into digital, that is a comfort level for them and they will pay for that,” he explains. But if it’s not working for a client, then other measurements come into play, he adds. “Is the measurement there? Will it continue to change? Absolutely.”
Programatic is pacing at 25% of online ad dollars, and the key going forward is to work closely with publisher partners to make sure that programatic buys make sense in tandem with others, such as local buys, he says. Going forward, the best way to drive this segment of the business lies in the content that marketers are supporting. “Provide valuable content that draws individuals and provides an engaging experience,” he says. In recent months, Xaxis has expanded its platform to bring traditional TV measurement to premium online inventory with its Xaxis TV product. With the platform, digital inventory can be bought the same way TV is bought.
For more insight into measurement, agency remuneration models and the building of proprietary ad technology, check out this video interview.
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“If my job exists in six months in its current state, then I’m not doing my job,” Erin Kienast, overseeing Procter & Gamble brands, tells Beet.TV. “Mobile should not be isolated. It can’t be put in a silo. It has to be integrated.
“It needed to be isolated three years ago because you needed to have trailblazers that were willing to define the space.”
But now Kienast says “mobile” has grown to encompass everything from second-screen interaction to augmented reality and in-store personalized shopping experiences. So she wants the “emerging media” of devices baked in to ad planning of all kinds.
Kienast was interviewed by Furious Minds CEO Ashley J. Swartz at Beet.TV ‘s annual executive retreat in Vieques, Puerto Rico.
]]>“Consumers want something rewarding and relevant. Video for video’s sake will only work to a certain extent. Calls-to-action, click for reviews work better,” she says. “You will see more custom video, custom creative, personalized videos and sequencing of videos that carry through the brand messages.”
A digital ad veteran, Sarofian said was drawn to the mobile company because of the ways in which data can be leveraged as consumers spend more time with mobile devices. “We use the mobile phone at home, for retail, for transactions. There is a lot of data that can be derived from your location, from live feeds you are plugging into. The more data points allow for more creative and better experiences,” she says, adding that metrics around targeting and reach can also help marketers build better mobile campaigns.
InMobi’s latest research report revealed that the average mobile Web user consumes six hours of media per day, with about 2.2 hour per day devoted to mobile and tablets.
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“The editing bay is very much a bottleneck for large-scale video production,” he tells Beet.TV. “You can’t make enough video, even if you tripled your staff.
“If I can arm reporters or brands with a base level of quality, I can multiply by five or 10 the number of video producers in my organization – that answers the scale and cost question.”
TouchCast -the TouchPad app and desktop version lets producers put web content in to video windows. Used currently in the education sector, Schonfeld says this year he will take the wraps off the next customer category – broadcast and print media companies that have been testing the service.
Schonfeld was interviewed by Beet.TV founder Andy Plesser at Beet.TV’s annual executive retreat in Vieques, Puerto Rico.
]]>Hamilton wants to leverage first-party data as a differentiator and use it to augment third-party data with more insight on demo targeting, for example. In turn, this sort of data refinement can draw in more ad dollars. “We can help make sure we are serving the right inventory to the right buyers,” he says. “Our next evolution is bringing in data management tools and getting those insights about how audiences are different and how they match with specific advertisers.”
Also, in the year ahead, Daily Motion expects to rely more on private exchanges where it has more control over the type of inventory. Because of this push into programmatic buying, the video publisher is hiring more talent with specific yield management skills, math skills, and and the ability to quantify data, he adds.
DailyMotion recently said it would be producing more original programming in the U.S. The site delivers 2.2 billion video views per month.
]]>Video ad tech firm SpotXchange‘s platform VP Sean Buckley explains programmatic direct it to Beet.TV: “It’s a better way to serve ads.
“When I think of having an (ad) buyer and seller on the phone transacting a paper IO (insertion order) and ad tags, I think of calling a travel agent to book my vacation and then printing out my boarding pass, or calling my stockbroker to buy shares in a company. I don’t do any of that stuff that way any more – advertising is going to experience that change.”
Buckley says SpotXchange will introduce “advanced error reporting” tools to help publishers understand which attempted ad buys fail due to technical errors with their systems.
He was interviewed by Furious Minds CEO Ashley J. Swartz at Beet.TV’s annual executive retreat in Vieques, Puerto Rico.
]]>“Mobile has caught up,” video VP Bill McCandless tells Beet.TV, adding that mobile traffic sometimes trumps desktop for Bleacher. “Because it’s weekend-driven, we see mobile explode on weekends and around larger events.
“My team thinks mobile-first; we need to start with that experience and what’s in that person’s hand. Mobile is a massive part of what’s going on and in terms of where we’re going to go this year in terms of video.”
Bleacher launched its TeamStream mobile app, comprising feeds from third-party publishers as well as its own, in 2011, adding a tablet edition in 2012. McCandless is targeting 2014 to be a year of video investment.
The fast-growing independent sports blog was acuqured by Time Warner’s Turner unit in 2012.
He was interviewed by TouchCast co-founder Erick Schonfeld at Beet.TV’s annual executive retreat in Vieques, Puerto Rico.
]]>“TV buyers really want to learn from digital, and digital buyers really want to learn from TV,” says Turn emerging media general manager Chris Smith. “You’re starting to see more hybrid roles between digital planner and TV planner.”
Turn, which helps marketers buy ads programmatically, recently raised $80 million in funding and just released data showing increased competitive is helping increase effective CPM pricing.
“We still have a lot to learn with the operational workflow from the TV side,” Smith adds.
He was interviewed by Furious Minds CEO Ashley J. Swartz at Beet.TV’s annual executive retreat in Vieques, Puerto Rico.
]]>IPG, the parent company for Magna Global, is moving aggressively into automation and said it plans to automate 50% of all media buys by 2016. To reach that goal, the agency will need to smooth out a number of “bulky steps” in how it goes to market on many campaigns. That includes streamlining some of the planning to both reduce paperwork but also to link media channels more closely. “We want media planning to be a media blueprint, and we want to go into the market with all channels and you optimize the buy in the moment.”
For more insight into Magna Global’s multiscreen approach to automation check out this video interview.
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“Just 12 months ago, a lot of publishers were just viewing programmatic as a remnant solution,” says Mark Trefgarne, CEO of video ad tech platform LiveRail. “The transition we’ve seen is a view towards programmatic being more than that – an opportunity to sell inventory to strategic buyers on an upfront basis.”
Trefgarne says the assumption that broadcasters are “dumb” on programmatic is “completely wrong”: “They know it inside-out. It’s not a challenge of not being capable. They have hundreds of millions of dollars in digital revenue today – they want to make sure they can navigate the transition effectively without disrupting their business.”
Growth in the space means growth for Trefgarne’s company. LiveRail was the number-four seller of online video ads after SpotXchange, AOl and Google in January 2014, according to comScore Video Metrix.
Trefgarne was interviewed by Furious Minds CEO Ashley J. Swartz at Beet.TV’s annual executive retreat in Vieques, Puerto Rico.
]]>“I don’t mind how I reach a person as long as I have the right content reaching that person in the right environment,” she says in this deep-dive discussion of multi-screen programming and moving media budget across platforms. The agency has worked closely with audience platform Videology to analyze share shifts. “What you need to think about is the overall budget and share shift from TV into online video so you can think holistically about audio and visual regardless of the platform.”
Starcom works closely with Twitter via a strategic partnership and has used the social platform for clients such as Coca-Cola, Tide and P&G. With Oreo, the brand made a mark with its SuperBowl response, “You can dunk in the dark.” Being able to move quickly and respond to news and social media is vital for a brand today, she adds. This can be achieved by making sure teams within an agency are meeting and talking. Tide, for instance, has teams that meet every week to review the news and what they are hearing in social and how to activate on that information, Giacosa says. That helped the brand to create a TV ad in response to Tide being used in a NASCAR race previously.
For more insight into Starcom’s multiscreen approach, check out this video interview.
]]>The company researched ads that were personalized, including by factors such as location, and found that the closer a user lived to an auto dealer when an ad was served the more likely the user was to visit the brand’s web site in the next month. Success of such targeting varies by brand. eMarketer has found that CPG ads targeted to users based on location to a store did best at a middle distance, but declined when the user was in the store.
Eyeview works closely with brands and media buyers on optimization of ads. “We take TV ads and in digital video we create hundreds of ads for different types of people. Women might be more interested in the safety of the car than the speed of the engine. We find those micro-segments across the industry,” he says, adding that Eyeview’s technology works hand in hand with automation and the move towards programmatic buying. “We can do creative optimization as we have more data,” he says.
For more insight into personalization of videos ads, check out this video interview.
]]>But Adam Singolda, CEO of a content discovery network that is also trying to deploy native ads, says things will improve – perhaps even leading to programmatic selling of native ads – as publishers and brands commit further to the idea.
“Right now you see publishers that are trying native but not really and brands doing native but not really,” Taboola‘s Singolda says.
“When both of them start doing more than a little bit, you’ll start to have more liquidity. Once you start to see liquidity, then there will be room for exchanges and things of that nature. We’re not there yet. Native is amazing … but it’s still really small.”
Singolda was interviewed by Furious Minds CEO Ashley J. Swartz at Beet.TV’s recent executive retreat in Vieques, Puerto Rico.
]]>The company’s product set includes a range of video ad formats, such as social ads, expandable units, custom overlays and more.
For ad planning purposes, the Ebuzzing technology scans two million Web sites in five languages for conversations and brand mentions to then determine the best places to serve video ads depending on the desire KPI. Some ads will be measured on completed videos, some on engagement within the ad unit and some on social sharing. The use of social video formats is expanding, he adds.
Ebuzzing delivered a profit in 2013, the second year in a row, the company said last month. Its US revenue checked in at $67.5 million, for a 31% increase year over year with video ad revenue up 41% to $61 million.
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As video grows, issues of viewability and pricing continue to be front and center, he tells us. “Viewability is a given when we deal with content syndication. It’s a given that it’s viewable,” he says. Maintaining a decent CPM is critical for the success of the business too, he adds. “[Last year] 27 billion ads were delivered in video, but when you talk about premium content, that doesn’t grow as fast, so pricing tends to go down, effectiveness changes based on environment and viewbaility becomes even more of a concern because money moves,” he says.
With its acquisition of Adap.tv this past fall, AOL Video has been growing its footprint in online video ads and is now serving ads that reach half of online video viewers in the U.S.
Gabriel recently expanded his role at AOL, taking on global video sales for The AOL On Network as of late last month. He also oversees the integration of Adap.tv into AOL Video.
Earlier this week, AOL said it had reached the top spot in comScore’s Lifestyle category with 33.1 million unique video views. Part of that growth comes from Makers, a collection of videos that has now surpassed 60 million video views.
For more insight into CPMs, viewability and video growth, check out this video interview.
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She is interviewed on stage by Ashley J. Swartz, CEO of Furious Minds.
]]>“We spent a little bit more time on the sell side than we did on the buy side from a product development perspective,” Google media platforms sales head Jay VanDerzee tells Beet.TV.
“We’re obviously going to continue to do that this year but we’ve gotten even more resources to focus on the buy side.”
VanDerzee broke out this year’s focus areas:
VanDerzee was interviewed by Furious Minds CEO Ashley J. Swartz at Beet.TV’s annual executive retreat in Vieques, Puerto Rico.
Update 2/26 – Just announced, Google will run the ad platform for Time Inc.
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