“We’ve got the opportunity to learn from a company’s first-part data, learn from what’s performing within a campaign and be smarter about how we constitute audience,” Kevin Kohn tells Beet.TV in this video interview.
“Everybody’s talking about ‘audience’ as if it’s just a generic thing. We see audiences as a fluid dynamic.”
Lotame offers a data management platform (DMP). This summer, it added a so-called “semantic classification tool” that indexes web pages by keyword to better classify the kinds of browsing consumers are doing.
We interviewed him at DMEXCO last month.
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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.
]]>“The first thing on the list is to extend the number of Nielsen-branded audiences – demographic, FMCG, retailer – across Europe (from the UK),” eXelate Europe MD Matt Bennathan tells Beet.TV in this video interview.”
eXelate’s Nielsen audience offering is currently live in the UK, but Bennathan says it will be rolled out to Germany, Italy, France and Spain in 2016, adding the acquisition will improve things.
“It was a very logical progression of a pretty long-term partnership in north America and, more recently in Europe,” he says.
“We can accelerate a number of existing developments we had in mind and look at interesting areas for innovation.
]]>Like Teletrax, Munich-based Wywy also uses TV monitoring stations around the world to understand exactly what TV ads are airing, at what time, on what station.
“We match them against our database,” says Wywy co-founder Andreas Schroeter. “We send that information over to Google Analytics or Adobe Analytics.”
The aim is to show the digital investment return from TV ads.
Why? “TV is still the largest part of your budget,” Schroeter says. “We help you understand what’s happening with your TV budget.The agencies can start to allocate their TV budgets accordingly.”
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“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.
]]>“Programmatic is changing the media landscape,” according to video ad tech platform vendor TubeMogul’s managing director Nick Reid, in this video interview with Beet.TV.
“IHS predicts €2 billion spend in European video by 2020,” Reid added, citing an IHS study, released last week, to quantify the European programmatic video advertising sector for platform vendor SpotX.
Reid says TubeMogul’s focus is on helping advertisers plan video-based advertising in a world in which devices and consumer attention have fragmented.
This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel. For more videos from the series, please visit this page.
]]>“As a telco, we see our users not only as an audience, we see them foremost as customers,” according to Koen Delvaux, the consumer innovation head of Proximus, an operator serving both Belgium’s French- and Dutch-speaking regions.
“When we look at what targeted advertising can do for TV, we not only look at how we can earn money with it, but we also look at how is it going to make a better experience for the customer. Will it be a better advertising, a type of advertising they like? Will they be able to choose their own advertising, or the mix between advertising and content?”
To that end, Proximus is piloting use of ad tech software platform FreeWheel to deliver its video ads for clients.
“We have approached a number of media partners to see what scenarios they want to test with regard to targeted advertising,” Delvaux adds. “Some of these scenarios will be online, some will be on set-top box, some in linear TV, some in delayed viewing.
This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel. For more videos from the series, please visit this page.
]]>“It’s been better than we expected,” Medialaan digital head Olivier van Zeebroeck tells Beet.TV in this video interview. “After one year, without advertising around it, we already have more than 500,000 subscriptions. We reach one third of youngsters between 12 and 24 years old who have an account already where they give their data.”
But van Zeebroeck is not resting on his laurels.
“It’s a big step forward. But now the challenge we have is to build a better long-form product,” he says.
“In November, we will launch StevieFree, which is an over-the-top platform, where we will offer the five channels free with dynamic ad insertions, also live, which is a big challenge to manage.”
This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel. For more videos from the series, please visit this page.
]]>The Media Ratings Council this summer put together guidelines for tackling the problem, which comScore advertising effectiveness VP Duncan Trigg says is a big deal.
“It might be bot traffic, it might be domain hijacking, it might be impression stacking,” he tells Beet.TV in this video interview. “It is a multi-billion-dollar white-collar-crime issue. It affects every platform, every device and every market. It’s the biggest thing that makes a difference to campaign effectiveness.”
Efforts are, of course, underway to tackle ad fraud. But Trigg warns: “The biggest issue affecting the market right now is how brand safety, viewability and fraud detection are effectively becoming conjoined. The ability to separate them out with point vendors is dwindling massively because of the fraudulent activity that’s happening out in the marketplace.
“If you’re not taking out the most sophisticated tracking and blocking of non-human traffic before you calculate view ability rates, you’re going to get a misleading view ability rate – usually higher.”
This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel. For more videos from the series, please visit this page.
]]>“If you look at the Bundesliga, for example, we already have 15% of the total viewing on Sky Go, and about 20% of the total viewing of the Champion’s League on Sky Go,” according to Peter Meininger, the head of projects and digital products for the company’s Sky Media ad sales division.
That popularity is fuelling upcoming monetisation efforts that will deploy new ad technology.
“As we have these huge peaks in live football, the next project we are working on is dynamic ad insertion,” Meininger tells Beet.TV in this video interview. “We want to replace the linear ad blocks from TV and fill them with digital video ads.”
Sky in Germany just took on FreeWheel as its ad server software.
Whilst, in the UK, Sky has already launched the ability for advertisers to buy household-targeted ads on live TV in the living room, under the Sky AdSmart service, its German counterpart is farther behind.
“In two or three years’ time, we want to be there, too, offering addressable TV in Germany. Sky UK is further down the road than we are,” Meininger says. “The market is more mature in the UK.”
This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel. For more videos from the series, please visit this page.
]]>But that belief has been up-ended by an IHS research report which shows another country leads the way.
“The top market is the Netherlands,” says IHS’ advertising research senior director Daniel Knapp, whose firm has just conducted a study to quantify the European programmatic video advertising sector for platform vendor SpotX.
“It’s always been a testing ground for all things digital. It’s a very early-adopter market, very tech-savvy. The UK is the second-biggest market … Germany always has been the sleeping giant – we’re seeing first signs now of the potential for the programmatic behemoth to come to life.”
IHS’ study showed that, already, 34% of video advertising is carried out using programmatic technology in the Netherlands, compared with 23% in the UK and 19% in France. Knapp adds:
Download the full report from SpotX here.
This video is part of the series Programmatic Video at a Turning Point, presented by SpotX. You can find additional videos from the series here.
]]>Big marketers including Ford are on board with custom campaigns. The business of display does not work for publishers without massive scale, he says.
Helping the bottom line in recent months has been the The Onion’s coverage candidacy of Donald Trump, which McAvoy describes as an irresistible “train wreck.”
The fast-growing digital property has doubled staff over the past two years and has made a big push into video with the Onion Studios in Chicago.
]]>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.
]]>At DMEXCO, the firm had a high profile with a exhibition space with several clients participating.
Salomon says the firm has opened offices in San Francisco and has over 100 employees.
Here is our interview with MediaLink CEO Michael Kassan from Cannes in segment about the media agency reviews and the efforts at MediaLink.
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But is programmatic automation really all it’s cracked up to be?
“When people talk about programmatic and they reference automation, the irony is it’s actually far more manual and far more inefficient, and, on a cost-per-dollar standpoint, more costly, than a traditional linear TV transaction,” says James Rooke, marketplaces GM of the programmatic video ad-tech platform FreeWheel.
But Rooke does see a glowing future in which advertisers can benefit from greater programmatic video efficiency, if they focus on their business models.
“There’s an opportunity to reduce the number of back-and-forth conversations that go on between the buy and the sell side, automate the RFP process … and, through API connections, be able to go from the pitch-to-paid process, with less hand-offs, less emails, less conversations,” Rooke says.
This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel. For more videos from the series, please visit this page.
]]>As the tech burgeons, many advertisers, scratching their head at all the results, speculate about combining those data in to a single score.
But that would not be the right way to go about assessing ad effectiveness, says one ad tech exec.
“Common measurement is a smokescreen, assuming it’s one number – it’s just not the way it works,” FreeWheel co-CEO Jon Heller says in this video interview with Beet.TV. “You have too many different environments, technologies and companies involved – no one measurement will cover everything, all the time, forever.
“It’s a world of federated measurement. Some of it will be in measurement A, which will be a panel. Some of it will be in B, which could be proprietary data from the marketer. Some of it may be in measurement C or D, which has worked really well on game consoles or tablets or such.
“Getting use to that you federate it is what will move us forward. If you wait for the one number, too slow.”
This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel. For more videos from the series, please visit this page.
]]>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.
]]>“Publishers are looking for new innovative ways to monetize their content feeds,” he observes in an interview with Beet.TV recorded at DMEXCO last month. As a result, many have followed in the footsteps of social platforms like Facebook, Twitter and Instagram to develop a native offering.
However, latency has been a problem in native video advertising. Users who are scrolling quickly through a content feed may just see a buffering signal where an autoplay video is trying to load, and no impression is recorded for the advertiser, which signifies a lost opportunity. He says Opera has technology “that instantly places a video ad.”
In a recent study with ComScore, Opera developed creative best practices for native video. They include hooking users with “thumb-stopping content” in the first two or three seconds instead of developing long 30-second story arcs that may work for TV, as well as not being reliant on audio, since many users are bound to be scrolling without sound enabled.
“Make sound secondary,” Yang says. “Sight and emotion are the primary heroes in native video ad creative.”
Opera Mediaworks was acquired AdColony last year.
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“We have a legal question,” according to Luc Vignon, the director of SFR Regie, the ad sales house of SFR, one of the country’s largest telcos, broadband and mobile operators. “The CNIL (National Data Processing and Liberties Commission) is very attentive for privacy.
“We have to respect the law. Technically, we can do a lot of things – but we don’t do a lot of things, because of the law.”
The commission is responsible for ensuring that privacy law is adhered to in the collection, storage, and use of personal data. That includes where data pertains to ad targeting.
US ad tech execs often note that doing targeting in France is relatively more difficult.
One of the most interesting rules monitored by CNIL, according to a Wikipedia summary, is that “no decision about an individual can be decided by a computer”.
This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel. For more videos from the series, please visit this page.
]]>“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.
]]>FreeWheel has launched its Preferred Partners Initiative, a programme which will enable deeper integration of third-party supply-side ad platforms. Details of the deeper integrations were not available in FreeWheel’s announcement.
“We share the same DNA,” says of the pairing. “We target broadcasters and premium publishers. We are (both) sell-side only. We are both software companies. So we complement each other very well.
“We’re very strong in Europe, they’re very strong in the US. We’ve been extremely successful in Europe… we think there is a place for us in the US.”
StickyAds is rising on the growth in trading of online video ads via so-called “programmatic” technologies.
“In the US next year, 40% of ad spend is going to be transacted in programmatic,” Brunet said, without citing the research source.
This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel. For more videos from the series, please visit this page.
]]>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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