“Display is essentially the dress rehearsal. Television and video is where all the money is at,” buy-side programmatic platform The Trade Desk‘s CEO Jeff Green tells Beet.TV in this video interview at DMEXCO.
“Display is the best opportunity to touch users with the most frequency to get data … once you’ve activated that data, video is where it’s at. Video is the dog – everything else is the tail.”
Green says his company has grown video revenue ten-fold in both of the last two years, and hired 100 people this year, taking it to 14 offices around the world.
]]>Ben Barokas, GM for Marketplace Development, sees the emerging digital ad landscape this way, he tells Beet.TV in this video interview: “Every advertiser has its own unique data set – that is the advantage that every individual party in the ecosystem must leverage in order to get ahead.
“Google has a lot of data that comes from search and display, and helps empower publishers and advertisers to use their own individual data with our (advertising technology) stack and with other (companies’) stacks.”
Barokas hints Google is readying an announcement: “(We are) looking at interesting opportunities in IPTV and set-top box advertisements that I’m sure you’ll hear about in the coming days, weeks and months.”
We spoke to Barokas at an industry dinner in Cologne on Tuesday evening hosted by Civolution and Beet.TV.
]]>“The interaction between TV and digital distribution channels is actually way more linked up than we’ve been seeing in the US,” according to video ad tech platform Videology‘s chief development officer Ryan Jamboretz.
“The European markets have actually been a leader in the shift of television money in to digital. The US markets are developing those solutions today.”
Jamboretz, whose company has been operating in Europe for four years, says he has seen Germany’s Axel Springer and the UK’s BSkyB rapidly take their content to new platforms and sell ads using new targeting techniques.
We spoke with him for “The Road to DMEXCO”, a series of interviews with industry leaders produced in New York, London and San Francisco sponsored by the Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
]]>The next step is to deliver ads to mobile devices which are category-related, or could a “conquest” – a competing product in the same category, says Civolution CEO Alex Terpstra, in this interview with Beet.TV
We spoke with him in London for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco sponsored by the Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
]]>At Cannes in June, we spoke with DMEXCO co-founder Christian Muche about this year’s agenda and the rising attraction of his conference.
Beet.TV is a media partner to the conference and will be covering it extensively. In advance, we have produced a 25-part series titled “The Road to DMEXCO” sponsored by Civolution. You can find the entire series here.
At DMEXCO, we will produce two sessions at the Videology stand. Videology is the sponsor of our event coverage. We are delighted to present speakers from Adobe, Forrester Research, FreeWheel, GroupM, (WPP) LUMA Partners, Mediaocean, Nexage, Nielsen, LiveRail (Facebook), Rubicon Project, SpotXchange, Videology and Xaxis. Thanks to our session moderators, Scott Ferber, Terry Kwaja and Ashley J. Swartz.
Our program on September 10 at 4:00 will cover the the dynamics of the buy and sell side of programmatic video. Here is the event information. On Thursday, we will cover the changing “lumascape” of the digital adtech world with moderator Terence Kwaja and another extraordinary panel. Here are the details. The sessions are open to conference attendees.
]]>Bertozzi also speaks about the transition of TV planning to a programmatic scenario. He says that this will happen first as more TV content is delivered via VOD.
We spoke with him for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
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Lord predicts consolidation among tech vendors in the coming months. The company will expand by “taking new partners into the fold.” Whether that means specific acquisition plans, Lord did not say.
Lord joined AOL last year from the global digital agency Razorfish where was global CEO.
We spoke with him for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
]]>He says that the pricing model, based on commission-based percentage of media, needs to to some sort of performance or services basis.
We spoke with him for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
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We spoke with him for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
]]>Kawaja will speak about the implications and opportunities in TAM at DMEXCO next week in Cologne. He give us his preview in this video.
He will also help moderate a Beet.TV leadership summit at DMEXCO on the complex world of adtech vendors and data providers on Thursday at the Videology stand.
We spoke with him for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
Programming Note: Our Beet Summit at DMEXCO will be co-moderated by Kawaja. Find the details here.
]]>“That’s where networks want to go, but measurement is a big issue. The more we can put all our online buying and our TV buying through the same system, we will start to overcome some of those measurement problems,” he says, adding that one of the keys to success in a data-centric world will lie in running TV and VOD buys together at an agency. “You are seeing the networks have an appetite for introducing some of the programmatic buying for VOD buying into their programs and an appetite for consumer data.”
We spoke with Brennan for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
]]>Twitter can complement TV ads, and brands have seen a 7% rise in awareness from the combo, while brands measuring sales impact saw a sales boost of 4% in the homes that were exposed to ads on Twitter and TV, compared to just TV ads, according to research conducted by Twitter and SMG. Beyond Twitter, marketers are also seeing a positive effect from layering in mobile marketing, he says. With many mobile users “dual-screening,” marketers need to reach them across devices. “Consumers are consuming content on their mobile devices so it’s our responsibility to make sure we are maximizing the media spend. Mobile is the connective tissue but it can also be an amplifier,” he says.
We spoke with Hocking for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
]]>Earlier this summer, LiveRail was acquired by Facebook.
We spoke with him for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco, sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
]]>We spoke with Andy Nobbs, CMO of Civolution about the ad synch product along with other company offerings which also synchs programming across multiple devices.
We spoke with him for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco, sponsored by Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
]]>Nelson also talks about the implications of the California company’s recent announcement to acquire [x+1].
He speaks about emerging trends to be discussed at the upcoming DMEXCO conference and beyond. The big topic will be accuracy in media targeting and buying, he says.
We spoke with him for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco that is sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
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Starcom MediaVest has worked with tech providers like Innovid to develop interactive video formats that viewers are responding to. The ideal way to weave interactive ads and programmatic together is to serve different types of interactivity based on what advertisers know of the audience, he says. “We can record and measure and optimize interactive formats, which works well in combination with programmatic videos, particular with our trading desk…If we are truly going to evolve the reach argument we need to take full advantage of the lean-forward medium and engagement we can drive through it and take advantage of the response and conversion potential of those channels as well.”
We spoke with Freyett for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco. It is sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
]]>In the interview, we also speaks about rise of programmatic and the changing importance of the media agencies.
We spoke with Harris for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco. The series is sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
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He says that the platform serves synched ads to multiscreen viewers, many who reach for their handheld during TV commercials breaks. He says that the product “captures the imagination of our clients and our (GroupM) agencies.” They find it “intuitively appealing,” he adds.
Launched last year in the Netherlands, the platform is running nine markets, including in the U.S, Canada, UK, Italy and Spain. The ad-synch product has been developed in collaboration with Civolution, the Netherlands-based audio content recognition company.
The Dutch company monitors global television advertising in real-time and provides trading desks and other partners with that information who then serve ads to targeted audiences. Schlickum notes that Xaxis uses the real-time TV ad data with open exchanges for maximum reach.
The State of Programmatic
Also in this interview, Schlickum speaks about the slow evolution of programmatic TV planning. He also speaks about the value of private vs. open exchanges. And, he provides his forecast on trends to watch at DMEXCO.
We spoke with him for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco. The series is sponsored by Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
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The company is growing in a number of markets including Italy, where Rubicon powers a majority of the major sites, Stevens says.
The company went public this past April.
Update: Reporting on an IAB study, the Wall Street Journal reports today that a most major U.S. publishers are selling ads programmatically.
We spoke with Stevens for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco. The series is sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
]]>Media agencies have been accessing and basing campaigns on data for years, whether counting impressions in a campaign or measuring the impact, he says. The current phase of data has been driven by search and social. “That data is much more fast in terms of overall volume and it’s quicker to show up. When we think about data these days, we are thinking less about measuring things and more about data as a reflection of people.” That means smart marketers can use data to connect brands better to people and their interests at a particular point in time, which in turns offers the chance to build more personalized campaigns.
We spoke with Simpson for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco. It is sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
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“VOD is the first inventory that will come online for dynamic ad insertion,” she says. “The inventory is a bit more controlled, it’s not beholden to a live, linear broadcast. You aren’t encumbered by a lot of the same challenges and it’s there and starting to happen….in local.” The biggest challenge though lies in infrastructure and connecting the dots. “Even if we have a wealth of data we are still encumbered with [clunky] ad serving infrastructure that is proprietary with every operator in the US, and there has to be a way to make this inventory more actionable.”
The true ROI for using more data in TV buying is the possibility not just of targeting but of eliminating waste in advertising by making more informed ad decisions, she says. Keep an eye on new data sets, such as visual recognition data, and the role they might play in TV advertising.
She adds that ad fraud remains an important topic, and the upcoming DMEXCO conference should offer an opportunity to assess how the European marketplace is handling online ad fraud.
We spoke with Swartz for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco. It is sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
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Addressable TV advertising is gaining some traction, but it’s still small. For it to grow, multichannel video providers will need to provide both more inventory and set-top box data, and with that more progress will be made, he predicts. “We see it moving in that direction. We want to move away from the interruptive advertising model,” he says.
Looking ahead, Kathuria expects “big data” to continue to be vital for marketers, but the new focus will be on making data actionable. “How does one come up with a coherent story from the data so a consumer is connected across all devices? ” he asks.
Kathuria joined Razorfish earlier this year. We spoke with Kathuria for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco. It is sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
]]>“What we’re learning around programmatic video allows us to transform our relationship with TV. TV in the UK has never been in better health. There is better content, more people are watching and engaging, and it’s available across more platforms. What we need to do is advance how we trade and engage with consumers, and taking those programmatic disciplines can be a benefit to enhance and accelerate the future of TV.”
At its heart, programmatic marketing is the “intelligent use of data to deliver customers more efficiently,” he says in this deep dive into how programmatic fits into an agency and a brand’s arsenal. Video is an important component of programmatic marketing, he says. “Video is a natural bridge across all platforms and opens a number of doors to us. We can use the data that every engagement with video produces to make us smarter. Video naturally lets us take more responsibility for the content we create, distribute and curate.” That in turn can help with the emerging field of content marketing.
Starcom MediaVest in London works with a range of brands including Samsung, Heineken and Procter and Gamble, as well as fast-moving digital marketers like Travel Lodge and EuropCar.
We spoke with Parker for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco. It is sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
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Marketers may also be more willing to share first-party and CRM data in a private exchange and to then use that data for buying. “Programmatic is about automation, operations, scale and the ability to leverage data. But the possibility of fraud has turned some clients off to the open marketplace,” he says. As brands weave in more data into buys, ranging from first-party to third-party to facial recognition data, the key is to use the new data to optimize a campaign.
Programmatic buying has made some inroads to TV, with 8% of agencies using it for TV buying, but more time is needed to penetrate the TV market, he says. “TV is bought in a certain way, which is very different from how we buy digital. When TV is more IP-based then you can start applying digital targeting into that world as well, and that’s when you’ll see programmatic start to scale.”
We spoke with Zilderbrand for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco. It is sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
]]>But there are ways to automate it through addressable technology and this will increase in the coming months. “Programmatic means you can dynamically insert an ad into TV. In 12 to 24 months, we will see those technologies readily available from station partners and from consumers with their big screen TV and handheld tablets to have addressability at scale.”
An eMarketer study found that while 8% of ad executives are currently buying TV ads programmatically, about 12% plan to increase their spending in this area in the year ahead.
We spoke with Condon for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco. It is sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
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