In this AdAge article, Morgan concludes channel fragmentation, a desire for accountability and digital envy are finally moving TV folks to invest in addressable advertising, programmatic technology and better targeting.
“In total, there are probably 10-12 million U.S. homes enabled for addressable TV ads today, with that number expected to grow to 20 million in 2015 and possibly 40 million in 2016,” he writes.
But Morgan issues the same cautious prognosis delivered during Beet.TV’s Cannes sessions: “Change won’t happen overnight. But, as marketers demand to learn exactly how each and every ad spot is performing for them … they will start pushing for that change to happen faster.”
Disclosure: Simulmedia was a sponsor of Beet.TV’s coverage of Cannes Lions which includes the video on this page. We have republished this video today.
]]>Real-time marketing and digital venues are putting more data in the hands of marketers immediately, while consumers have more choice. “The proliferation of all these channels will bring the necessity to have much more content and open-ended content that gives the consumers the choice to [pick] the stories they want to see or hear from the brand,” says Savic, who is also a filmmaker.”That’s the next level of marketing.” But that kind of segmented targeting is not feasible for everyone. “You can talk to targeted audiences for 15 to 20 seconds, but how many brands will have the money to do that? That’s where algorithms will come into play.” He adds that most creative agencies are adopting an all-inclusive view of video across all screens. “You need to tell a story in a way that will travel across TV, mobile and digital platforms.”
We interviewed Savic at the MediaCom penthouse suite at the Martinez Hotel.
Please find more Beet coverage of Cannes Lions here
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“Previously, storytelling has been very linear with a single show or story, and now they can be more intertwined and personalized,” he says in this video interview. These new tools can be useful for gaming, but can also be implemented to craft new experiences in movies and TV shows, as well as in extensions for ad products, he says.
For more insight into technology to watch, check out this video interview.
Please find more Beet coverage of Cannes Lions here.
]]>That’s because brands are moving beyond pre-rolls to craft “modular” video content that lives online, on mobile platforms, and on gaming devices.
“It’s about creating content that is valuable to the lifestyle of people. At Havas, media and creative work closely together on everything from being able to target through programmatic, to creating interactive experience,” she explains. “The challenge is creating content that is unique, interesting and relevant that people want.”
We spoke with her aboard the AT&T AdWorks yacht, anchored just off of Cannes.
Please find more Beet coverage of Cannes Lions here.
]]>The big transition will come with the migration of live sports programming in an Internet delivered scenario – which could happen with the next World Cup, Norman suggests.
We spoke with him about the transition of video at the Cannes Lions festival. You can find all our coverage of Cannes on this page.
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Development of video is different around the globe because consumers use video in different ways, he says. The greatest opportunity in video lies in personalizing the content for the consumer. “You can segment and better understand your target and have the right content for the right audience,” he adds.
De Nardis also discussed the evolution of Cannes in the 24 years he has attended the show. Previously, a creative-centric event, now Cannes is the epicenter of innovation and creativity for advertisers, he says.
OMD had recently been in talks about combining with Publicis Groupe, but the merger fell through last month.
Please find more Beet coverage of Cannes Lions here.
]]>“Not only are consumers demanding more content, but this also means a redefinition of the agency from a media agency to a marketing communications agency with a full-service proposition for our advertisers,” she says. “There is a massive opportunity to bring down some legacy barriers between design, PR and media and we are seeing a blurring and merging of the landscape.”
As the agency develops more content from the ground up, key factors to consider in advance are what makes video shareable, how the video will live in the social sphere and what are the best distribution techniques. For more insight into OMD’s approach to mobile video content, check out this video interview.
Please find more Beet coverage of Cannes Lions here.
]]>MediaCom’s global media head Ben Phillips tells Beet.TV mobile ad formats have moved on significantly over the last decade: “We’re seeing a lot more branding opportunities come in, like rich media advertising. Consumer are expecting us to provide them with a lot better advertising units, as opposed to the 320×50 banner.
“The engagement layer is completely different. We need to start understanding a little bit more about how the consumer interacts on that device.”
We spoke with him at the Mindshare party at the Cannes Lions International Festival of Creativity.
We taped this segment at the rooftop suite of the the MediaCom at the Martinez Hotel.
]]>“It’s more of an invitation to connect. These ads can act as a filter and you find people who are relevant, then you can remarket to them and have an ongoing conversation,” he says. In addition to view-through rates rising due to the True View spots, Google has also seen the cost-per-contact decrease, Benson says.
He predicts that in time all ads will be skippable. “It has to be the way of the future.”
Please find more Beet coverage of Cannes Lions here.
]]>“There’s been a year or two of euphoria over it – Super Bowl, Oreos, these things,” Mindshare chief digital officer Norm Johnston tells Beet.TV “It’s about how do you do that on a more frequent basis.
“We have all these incredible destinations … we just don’t have a lot of content to feed the beast on a regular basis.”
He said earned-media exploits still need paid-media exposure to really fly.
We spoke with him at the Mindshare party at the Cannes Lions International Festival of Creativity.
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“We have a lot of advertisers that have tried video, and advertisers that want to get into video that think we need get our act together a little bit [as an industry] in terms of bringing together fragmentation and measurement and viewability,” he says. “When we do that the floodgates will open.” Along those lines, YuMe struck a deal this week with analytics firm Moat to offer viewability measurement for brand advertisers
McLernon likens the digital video market to the display market in 2000 or 2001 with video is at a similar tipping point. eMarketer said in a just-released report that online video ads will generate about $4.45 billion this year, a 26.4% growth rate.
Please find more Beet coverage of Cannes Lions here.
]]>“Real-time has been about owned and earned,” Jordan Bitterman tells Beet.TV. “Tent-pole events like the Superbowl – ‘how do we get someone to retweet our creative tweet?’ That’s all very well and good. But this is the year where the plumbing has finally been laid for paid media to enter real-time.
The idea” we can optimize based on data about weather patterns, what people are searching for, transaction history – all of that stuff is now infusing what we do from a paid media perspective.”
We spoke with him at the Mindshare party at the Cannes Lions International Festival of Creativity.
]]>“Native is growing up,” says industry news site Digiday‘s editor-in-chief Brian Morrissey. “Custom things don’t scale. Advertising is a scale business. We’re seeing native figuring out a way to marry the advertising systems that are able to distribute things efficiently with the more custom placements that are native.”
Morrissey’s Digiday has become a popular read amongst marketers and publishers. Now it is expanding in Europe with the hiring of a UK editor, recently holding its first European conference in Barcelona and planning another in Nice.
“The future of media is having a focus,” Morrissey says. “It can be on video, a local level or an industry level – that kind of media is incredible valuable. There are opportunities for new kinds of media companies to spring up.”
We spoke with him at the Mindshare party at the Cannes Lions International Festival of Creativity.
]]>For instance, Yahoo’s acquisition of tumblr now allows for a more evolved content marketing program that can drive earned output and measure it with better tools, he says. Tumblr’s native ads now appear across Yahoo’s properties, which can deepen engagement. Likewise, Pinterest is working to help brands find content that is engaging and deliver that to users. Facebook is also recommending that brands focus on content.
Please find more Beet coverage of Cannes Lions here.
]]>Comedy is a mainstay of entertainment, he says. Even without YouTube, it would still be around.
“But what YouTube did was allow people who didn’t have access through the front door of the Hollywood system…figure out their voices on their own,” he says.
Thanks to digital, there is content we never would have seen before created by people who would never have had the chance to publish via a traditional medium.
“You can do whatever you want online, whereas in TV there’s a million people making a million decisions that homogenizes everything.”
We spoke with Gharaibeh at the 2014 Cannes Lions Festival. You can view other Beet.TV coverage of the event here.
]]>“There’s been a sea-change in the attitudes but, more importantly, the confidence of the broadcast and major cable network groups,” according to Nielsen global product leadership president Steve Hasker.
“They’ve realized consumers are consuming more video. Consumers prefer professionally-produced content. Professionally-produced content is hard to make. The TV networks are good at it. They’re in a good position if they play their cards right. The quality of television programming is unprecedented. That augurs well.”
They were speaking with Luma CEO Terence Kawaja in a panel during Beet.TV’ssummit on the future of television advertising at the Cannes Lions International Festival of Creativity. Please find more Beet coverage of Cannes Lions here.
]]>Bough was a panelist at a rooftop panel at Cannes presented by SpotXchange and TubeMogul. Find more clips that event here.
]]>This segment was produced by Terry with some help from the Beet.TV location camera crew. We are very happy to publish the video on our show.
In addition to his role as banker and showman, he is a an excellent moderator who helped with the Beet.TV summit on the future of television advertising. Please check him out in this more reserved role.
]]>“Delivering in to mobile is about 20 times harder than it is in desktop,” says Medialets COO Richy Glassberg. “In desktop, there’s 15 years of technology which allows anybody to build one ad in Flash, it works everywhere.
“In December, with the billions of ads we serve, we saw 30,000 different devices. You have to make an ad work in every type of environment. The scary thing for the agency is, ‘Did my ad work?’.”
“We’re seeing a rate of change we’ve never seen in the advertising world before. I don’t think anybody’s caught up.”
He was speaking to Beet.TV during the Cannes Lions International Festival of Creativity. Please find more Beet coverage of Cannes Lions here.
]]>“Programmatic has been quite impenetrable,” says media agency Carat’s chief digital officer Anthony Rhind. “There’s a lot of jargon, a lot of technology, we talk a lot about ‘data’. We’ve not always been great at helping clients to understand why they need to spend the time.”
But Rhind says things are finally clicking in to place: “There is a groundswell of marketers understanding that something really exciting is happening.” And Rhind offers his own definition: “It’s about helping them get to the right person with the right message at the right moment. It’s now possible to achieve that.”
He was speaking during Beet.TV’s Programmatic Summit with SpotXchange and TubeMogul at the Cannes Lions International Festival of Creativity. Please find more clips from that event here.
]]>“You always see innovation happen at the bottom of the market, which is exactly what happened around the rise of RTB (real-time bidding) and open-auction,” says Project Rubicon‘s marketplace development SVP Jay Sears.
“But what you’ve seen is increasing investment and organisation around the order-automation piece, the private piece.”
He was speaking to Beet.TV during the Cannes Lions International Festival of Creativity. Please find more Beet coverage of Cannes Lions here.
]]>“In video, we’re seeing a huge shift in RTB (real-time bidding) – in buyers buying programmatically in an auction,” says programmatic ad tech vendor SpotXchange’s EMEA head Andrew Moore.
“However, for premium publishers, that’s not an evolution that they’re embracing – much more interesting for them is to retain a direct relationship with the buyers, to negotiate a deal, and then to allow the buyer to process deal through a programmatic platform. This is an area we’re calling ‘programmatic direct’.”
Moore says these buyers are sellers are playing a larger and larger role in overall trades as comfort levels increase.
He was speaking during Beet.TV’s Programmatic Summit with SpotXchange and TubeMogul at the Cannes Lions International Festival of Creativity. Please find more clips from that event here.
]]>“Not all broadcasters are embracing a programmatic approach,” according to Nick Reid, UK MD of the programmatic video ad platform TubeMogul.
“We see a lot of our partners using both open RTB (real-time bidding) and programmatic-direct – publishers like the Daily Mail, The Times. Broadcasters such as ITV and Channel 4 are not quite there yet – but it’s not really an ‘if’, it’s ‘when’ (they adopt programmatic).”
He was speaking during Beet.TV’s Programmatic Summit with SpotXchange and TubeMogul at the Cannes Lions International Festival of Creativity. Please find more clips from that event here.
]]>“The old school TV guys say, ‘That’s never happening, over my dead body’,” according to Turn emerging media VP Chris Smith. “When you talk to the MSOs, the notion of real-time television advertising will probably never happen – or at least it won’t happen in the next five to 10 years.”
“Their business is about selling content. I don’t imagine a buyer, any time soon, is going to be able to log in and just buy (ads against) Modern Family (individually).”
Turn offers a data management platform and demand-side platform to “unify the digital and TV world through data”, Smith says.
He was speaking to Beet.TV during the Cannes Lions International Festival of Creativity. Please find more Beet coverage of Cannes Lions here.
]]>the Campbell Soup Company integrated marketing VP Yin Woon Rani tells Beet.TV: “We’ve put our content in to other digital video channels. But we do love TV. There is something about the sight-sound-motion piece of TV which is still very powerful. We see other formats as a ‘yes-and’, not necessarily an ‘instead-of’ TV.”
But Rani is amongst the ad buyers today whose interest is getting piqued by the prospect, presented by technology, of linking ad spend to actual sales outcomes – something that has long been impossible in marketing.
“It’s one of our current obsessions, getting away from proxies to the real business impact,” she says. “The only metric that matters in the end is sales. Now I can do it – it’s very exciting, but it’s early days.”
She was speaking with Luma CEO Terence Kawaja during Beet.TV’ssummit on the future of television advertising during the Cannes Lions International Festival of Creativity. Please find more Beet coverage of Cannes Lions here.
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