Millard, who worked with DMEXCO co-founder Christian Muche in earlier days at Yahoo and has attend DMEXCO from the start, gives her view of the event and its value to Medialink clients, many who are navigating business in Europe.
She also speaks about the goals of the Girls Lounge, a professional women’s association that meets at a number industry event.
This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.
]]>“I’m lucky enough to work in an organisation where I don’t really see that challenge quite so much – a lot of my global leadership are female,” says SMG global network clients president Jodie Stranger, in this video interview with Beet.TV.
“What is most concerning to me is how we are preparing our industry for the future.
“This industry is evolving at the speed of light. It is fascinating and frightening and exciting all at the same time. What will this industry look like for the (future) generation look like? Who knows? We need to use that as leverage to bring diverse talent in to the industry.”
Stranger’s SMG colleague, Pippa Glucklich, has previously spoken with Beet.TV on advertising-industry gender diversity, too.
This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.
]]>“There is a proliferation of ad technology – it’s only made the business of video harder.,” according to Furious Corp CEO Ashley C. Swartz. “That pricing and packaging exercise, planning across all those platforms, is incredibly difficult.”
It’s not just that ad tech makes things more difficult, at the same time as it brings efficiencies – it can also be costlier, even.
“The cost of servicing a digital business is maybe a 5X to traditional media,” Swartz says. “Programmatic is 10X, because the talent is more expensive, it’s shorter supply. The more technology we keep layering on, the more stacks we keep adding, the lives of media companies … is only getting harder.”
Swartz Furious Corp is a software vendor that aims to be the “connective tissue” to a range of technologies, ensuring advertisers can buy ads across screens and platforms without resorting to using Excel. It is gearing up to announce its first customers including a US broadcaster and a Latin American firm.
This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.
]]>SMG parent Publicis announced its DMP in collaboration with Adobe at last year’s DMEXCO. Bursaux talks about its global expansion.
This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.
]]>However, while risky, that approach can lead to the discovery of bold new ideas.
“Please stay within your failure culture, [and] fail fast, because this on the other hand is one of the biggest innovation drivers,” says Patrick Dörfler, director of client services at the digital agency Conceptbakery, in an interview with Beet.TV recorded last month at DMEXCO.
Dörfler observes that digital and social content must be consumer-centric.
“To stay interesting on the pathway of the consumer, you have to be very clear in communication, so you either give them added value or you give them some entertainment,” he says. “If it’s not one of those two, just leave it.”
He also says that Conceptbakery is effectively using social platforms as a petri dish to see which iteration of a video resonates best with customers. Instead of putting one single TV spot out and hoping it works, creatives can now test three different versions on social with a minimal budget to see how engagement stacks up for each before figuring out how to utilize them.
This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.
]]>“I believe that the marketing world has moved from a post-awareness world to one fully focused on consumer intent,” he says in an interview with Beet.TV recorded last month at DMEXCO. Making a case for intent’s importance, he observes that it dictates why people go to a website, visit a store, respond to a friend’s social query and, ultimately, make a purchase.
He also expects to see more and more marketers using content to create personalized experiences at scale, and this will be enabled by programmatic buying.
“I think programmatic’s going to be tied more and more to content,” he says.
He observes that many marketers attend DMEXCO to learn about advances in data and analytics.
“[It’s] why DMEXCO only gets bigger every single year, because of all the people focused on how to leverage the digital age and the digital moment,” he says.
This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.
]]>“Consumption of TV content is changing…,” Jana Eistenstein, EMEA MD of Videology, a video and TV advertising technology vendor, tells Beet.TV in this video interview. “People are starting to consume content across devices. Viewing is shifting. In the States, ratings (are) dropping.
“Both the brands and advertisers need to understand how they’re going to reach these audiences now.”
To many, that challenge means a great migration of programming and ad dollars from traditional TV platforms to digital media. But that change should not look threatening to those in the legacy industry, Eistenstein says.
“The way they will be successful at … moving in to this new world … is if they have a standard and scaleable process to move in to the digital world that is part of the linear processes they currently follow,” she says.
“You don’t wan to stratify the two, have them separately.”
This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.
]]>We spoke with him last month at DMEXCO about the changes in the agencies, clients and the future of television.
One of the world’s most respected agencies, TBWA has been the agency for Apple for some 30 years.
This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.
]]>We spoke with him about fast changes in the ad tech world, including the rise of “tech stacks,” mobile/social video and the expectations of clients.
This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.
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He says that with smaller chips and Internet enabled devices, all “physical” objects can become digital.
Regarding the approach of marketers in this new world, it has to be permission based, he says.
We spoke with him earlier this month at DMEXCO.
This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.
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“Fundamentally the agency model is changing, and if you’re not disrupting yourself, somebody else is going to disrupt you,” says Jacob in an interview with Beet.TV recorded earlier this month at the DMEXCO conference.
Jacob also observes that agencies need to be in the technology business. For that reason, Publicis Groupe acquired RUN, a mobile-focused DMP and DSP business, and why SMG partners with data and technology companies like Acxiom. Additionally, SMG works with startups in Berlin and London to actually co-develop technology that’s being put to use for the business.
But while technology and data have both come a long way, “it’s actually the convergence where technology meets creativity that has still to be cracked, because that’s how brands will be able to make storytelling real,” he says.
This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.
]]>“What we’re really talking about is developing great content or great stories,” says Paul Caine, Bloomberg’s global chief revenue and client partnerships officer, in an interview with Beet.TV recorded at the DMEXCO conference earlier this month.
To help marketers with storytelling on Bloomberg platforms, the company launched Bloomberg Media Studios and recently hired a global creative director to work with both B2C and B2B advertisers.
Caine observes that broadcast is an important tool in the company’s media portfolio, and Bloomberg TV is in about 73 countries now. In October, it’s going to be launching “one of our flagship products” for business decision-makers, a show called “Bloomberg Go” that will air in the morning in U.S. markets.
It’s “going to be the epitome of what is the best of Bloomberg,” he says. “So it’s really the combination of influence, of power [and] of information for this unique customer.”
This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.
]]>“I only think mobile – I honestly think that’s the only thing we should be concerned with; we hear that from publishers. ” says LiveRail’s EMEA head Yoav Armstein, whose ad tech company was acquired by Facebook.
“Mobile is challenging. The tagline should be ‘less is more’ – mobile is about less real estate, more engaged users that will have more scrutiny about the type of advertising they see.”
When you pare back the number of ads served, that had better mean the ads you do deliver hit home, Arnstein adds: “In a mobile environment, even more than other digital environments, relevancy is absolutely critical. Relevancy will always rule.”
This video is part of a series from DMEXCO presented by Mediaocean. Please find additional videos from the series here.
]]>“Where it took TV and radio years and years and years to reach 50 million users, it took just seven years to reach over a billion people,”Facebook advertising technology VP Brian Boland tells Beet.TV in this video interview. “That’s incredible growth.
“But it’s not a shift to mobile (from other platforms) – it’s new behaviors … People still use the desktop, but for very intentional things.”
Boland has helped oversee the integration of two acquired advertising technology platforms in to Facebook’s ad tech “stack” – LiveRail and Atlas.
Referring to Atlas, he says: “The team was able to migrate the technology over in less than a year to Facebook’s stack. Now we’re figuring out how to bring the Facebook data in to the delivery of video ads.
“Imagine delivering video advertising with the level of accuracy we have that we have on Facebook around Nielsen OCR – Nielsen-accurate age-and-gender video; that’s amazing potential.”
This video is part of a series from DMEXCO presented by Mediaocean. Please find additional videos from the series here.
]]>“I think we have the combination of a good strategy … and the right people in the right place,” he says. Bolloré was interviewed by Beet.TV earlier this month at the DMEXCO conference.
In its recent earnings report, Havas reported that revenue was up 19.2 percent in the first half of the year over the same period in 2014.
Bolloré also observes that the shift in how media is consumed is visible just about anywhere you go. He recently took a two-week vacation with his daughters, and the large TV set in their living room wasn’t turned on once.
“It was never on, never. But at the same time, they have never watched [so much] content. So you can see that people are watching content but in a different way, so the TV landscape needs to adapt,” he says.
He also observes that ad agencies should be agents of change that help clients navigate these challenges: “It’s a quite interesting place today to be seated at an advertising agency because you can see the world changing and you’re a key actor.”
This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.
]]>He speaks about new emerging units, including the ones from Teads which deliver advertising messages in the mobile content stream.
He also talks about the dramatic shift of programmatic media buying at Mindshare and the demands it presents on staffing.
We interviewed him last week at DMEXCO.
This video is part of a series from DMEXCO presented by Mediaocean. Please find additional videos from the series here.
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UK satellite TV platform Sky’s AdSmart technology leverages household data the provider already holds about subscribers, and uses its broadband lines to send customised ads to customers’ TV set-top boxes.
“We are further had in some aspects than other European countries,” according to Mediaocean client services Stuart Smith, whose company helps ad agencies combine data sets to target video ads.
“Sky are leading ahead. They’ve got the set-top boxes, they’ve got the data, they’re doing that right now. It’s brought new advertisers in to TV. There are advertisers in local arts of the UK who wouldn’t necessarily have advertised on television who can now target the remote part of Brighton that buys certain cars.”
Sky spent several years refining its targeting initiative in to AdSmart, but rivals are playing catch-up.
“Other companies such as Virgin, I know they’re doing something but these things take time,” Smith adds. “And then you’ve got ITV, which is a massive part of UK television, where there is no set-top box data.”
here is a need for the UK TV industry to sell programmatically, Smith reckons: “Ninety-six percent of linear TV spots achieve a one or less rating. So there’s room for greater automation.”
This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.
]]>Online video production veteran Ze Frank leads BuzzFeed’s video content efforts in Hollywood, but they are set to get an expansion.
“Branded video will be coming to my region very soon,” Kate Burns, BuzzFeed’s general manager for Europe, reveals to Beet.TV in this video interview.
“Our video business based in LA has been a significant driver of growth, both from an audience and a revenue perspective. It was only a matter of time, once I joined, that I’d be looking at how we can scale that business outside of California to Europe and beyond. So we’re looking at the UK as being the first market.
“We’ve now hired two editorial guys on the ground, shooting in London, British content. We’re working on signing deals with brands. We’ll soon have our first UK branded content videos to play for Q4.”
After having headed Google, Bebo and AOL in various regions, it seemed like there was only one logical next step in the digital media ranks for Burns.
She was named BuzzFeed’s general manager for Europe in March, and promptly hired The Guardian’s deputy editor Janine Gibson as BuzzFeed’s UK editor-in-chief.
This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.
]]>Also in the interview he speaks about recent acquisition of AOL by Verizon.
This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.
]]>Swartz points out to other trends including privacy issues and push-back from Europeans over data targeting and programmatic activations.
This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.
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