“The conversation has moved on from being a commoditized rate that is transparent for all advertisers to being a bespoke tailored campaign in terms of attributes, and a bespoke tailored cost to discuss on the back of those attributes,” Jamie West, deputy director of ad sales division Sky Media, tells Beet.TV in this video interview.
“Historically, if they were buying on TV, they may be targeting an ABC1 adult audience, which may be £15 or £20 per thousand, but really only targeting 10% of that. Some of the online retailers that really understand their customer base are trying to target lookalikes or customer segments. That’s different from anything that’s available in TV or VOD markets today.”
This interview is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series. This session was recorded in London.
]]>“The average video being watched on mobile devices is getting longer,”HuffPost live president and co-creator Roy Sekoff tells Beet.TV in this video interview.
“A lot of people have made the bet on micro nuggets – you’re not going to tell people what they really need to know from a news perspective in six seconds, or even 15 seconds or a minute and a half.”
Sekoff tells Beet.TV HuffPost Live, which mixes live and recorded topical chat, has clocked 1.7bn views since launching two years ago: Over 24,000 people have joined us as guests – many of them coming in via Skype or Google Hangouts. You don’t have to have people come in to your studio or have a satellite truck.”
This interview is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.
]]>“For video to truly become programmatic, the reach will have to increase, there needs to be more inventory,” GroupM interaction global COO Rudd Wanck tells Beet.TV in this video interview. “Publishers are not making it programmatically available because they’re able to do it via a reserved buy or direct sell.
“As soon as it becomes programmatic… you will see that TV and video will start merging together. They will have the same measurement systems.”
This interview is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series. This session was recorded in London.
]]>“It’s personal,” Young tells Beet.TV in this video interview. “They’re watching it not only out of home but in-home as well.
“I heard a term, “meerkatting” – they’re watching terrestrial television or cable television whilst on the phone consuming other video content.
“So I think there’s a real opportunity to synchronise with other messaging. The way the phones are being built is for video; the screens are getting bigger.”
The Weather Channel uses programmatic technology to sell ads inside its mobile app in real-time and depending on weather conditions in users’ locales, Young says.
This video is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series. This session was recorded in London.
]]>AOL recently acquired two companies in the “attribution” space which will enable this development – Santa Monica-based Convertro and Seattle-based Precision Demand.
“It’s changing the currency of many different mediums, moving away from just reach and frequency or audience composition toward the value of,” AOL-owned Adap.tv’s programmatic TV SVP Dan Ackerman tells Beet.TV in this video interview… “media based on its impact on sale, engagement or responsiveness..”
This video is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series. This session was recorded in London.
]]>“Data is absolutely the most essential foundation piece of programmatic,” MediaVest advertising technology and platforms SVP Oleg Korenfeld tells Beet.TV in this video interview.
“You cannot efficiently and effectively buy media if you don’t understand who you’re going after, programmatically.
“Data allows you to go more direct. If you can identify that person, you don’t have to go out there and spray with media.”
This video is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.
]]>“In the TV world, there is a very different supply and demand dynamic,” Comcast Cable’s advanced advertising VP Rob Holmes tells Beet.TV in this video interview.
“If you think of how programmatic might work in that environment, it’s not going to be real-time bidded, it’s not going to be a last-minute exchange-type opportunity – I think you’re going to see the more structured sort of ‘programmatic upfront’…
“An opportunity to conduct an upfront using programmatic and data-enabled capabilities, so the advertisers get to bring their data and get to buy that inventory in the way they’re used to for digital, but in a way that their programmers are comfortable with.”
Advertisers typically conduct “upfronts” during which they showcase their upcoming advertising opportunities, booked months in advance. AOL has already announced a “programmatic upfront“.
Comcast-owned ad tech platform FreeWheel last month welcomed Discovery Communications amongst the broadcasters to sell ads programmatically through its FourFronts program, an extension of its private marketplace.
]]>Given the growing prevalence of programmatic buying, Rayapareddi expects more products and solutions to enter the market to help make sense of the vast amounts of data. “We use a range of platforms and collect a vast amount of data. You can merge with clients’ CRM database, and online and offline data,” she says, as an example.
Magna Global expects programmatic buying to grow 52% worldwide this year to $21 billion, the agency said in a report released last month.
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.
As data becomes more vital, agencies are drawing on first-party, third-party and CRM sources. But to architect the best data strategy, he suggest open infrastructure technology to bring the data together and drive the best results.
Magna Global is betting big on programmatic buying and expects it to corral $18.4 billion in global ad spend this year, with $9.8 billion of that in the United States.
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.
]]>“Five or six years ago, we were talking about the CIO, CMO and CTO groups merging together and becoming a blurred conversation across each of those disciplines within clients,” Matt Adams tells Beet.TV in this video interview.
“A lot of clients have restructured themselves around having more of joined-up approach. Fifty percent of our time around data is dealing with technology officers, information officers, IT teams – the non-traditional marketers who now hold the keys to pulling in first-party data.”
This video is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series. This session was recorded in London.
]]>Universal McCann global chief strategy officer Hamish Kinniburgh tells Beet.TV in this video interview how his agency did so for Coca Cola during the recent soccer World Cup.
“We were able to respond with client content in online video but also television in quite a short turnaround time,” he says. “The effects on the overall campaign were pretty dramatic.
“Digital video is at a point of maturation. We’re getting very comfortable with that now. The TV industry is doing a really good job of reinventing itself for this new environment.”
This video is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series. This session was recorded in London.
]]>“The dollars are not flowing right now – there’s a gap,” Jimmy Maymann tells Beet.TV, in this video interview. “There’s not enough advertising dollars invested in video at this point in time. There are more eyeballs than there is ad revenue.
“Over time, that gap has to be closed – otherwise, you’re not investing your advertisers’ money in the best possible way. I get disappointed when I see a 30-second pre-roll in front of a 30-second video. Video is still young. I have high hopes.”
Maymann declares Huffington Post will do its own bit over the next year, with an ambitious target to increase its video commitments.
“Our video views are around 10 to 15% of our views. We want that over the next year to shift to 50%. We want 50% of our views to come from text-based content and 50% from video.
“That’s basically tripling our video inventory – which means we need to produce a lot more video. We’re not producing at all the amount of video we need.
“On Huffington Post, you’re going to see a lot of new formats, new shows and new ways of making video interesting.”
This video is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series. This session was recorded in London.
]]>“TV advertising will not fundamentally change in the short term,” Jamie West, deputy director of UK satellite and telco operator BSkyB’s ad sales division Sky Media, which this January launched Sky AdSmart, tells Beet.TV in this video interview. “Big brands are going to continue to want to use TV exactly as they do today. TV is the number one brand-building medium.”
AdSmart uses Sky customer data to analyze viewers, sending household-specific linear TV ads to their set-top boxes. West expects addressability to let advertisers “top up” TV campaigns with online-style targeting.
“We will be joining up all of the platforms that we operate on,” he adds, “- whether it be display, video or on TV – to offer a holistic campaign to advertisers to be able to sequentially target across those platforms… serving three ads in-home, followed by a VOD execution on Sky Go and a call to action on your phone when you’re near that store.”
This interview is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series. This session was recorded in London.
]]>This follows a natural trend in programmatic buying to migrate the buying method from online to TV, which still commands the most money. Only 8% of TV ad executives are currently buying TV ads programmatically, but about 12% plan to increase their spending this year, according to a survey by AOL Platforms reported on by eMarketer.
Programmatic TV buying won’t be identical to online buying, however, Gordon cautions. “There isn’t real-time access to data or ad serving in the same way, but the basic principles of using client’s data and more specific data to be more targeted, using technology to help facilitate the translation of that data into what inventory to buy, and buying inventory in a more granular way to reach the audience is there.”
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.
]]>The agency has a division, Newcast, dedicated to creating TV and online video content opportunities for its clients.
“It’s become much richer than ‘just place your TV ad in pre-roll’,” Newcast global MD Mark Waugh tells Beet.TV in this video interview.
Newcast recently used the playbook for a campaign to illustrate the switch-on of UK mobile telco O2’s 4G network.
“We accessed Caspar Lee, who’s just gone through three million subs, in a video where we talk about 4G in the UK,” Waugh says. “We handed him creative control to talk about ‘How does 4G help him reach his audience better?’ That short video has now reached 1.4 million views – and it keeps on going, so the ROI is increasing all the time. That’s what brands are waking up to.”
This video is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series. This session was recorded in London.
]]>“Programmatic is what’s driving us to connect with the right people and creativity is still necessary because it is the thing that gets them engaged and inspired. You can’t separate the two,” he says. “We are just starting to understand how to unlock creativity in a programmatic context.” That includes weaving in data points such as whether someone has bought the product being marketered before, where the potential customer lives, and the attitudes about the products. Understanding where the consumer is in the purchasing journey is vital too and data can shed light on that.
Looking ahead, Stein predicts more marketing will move to mobile and the value of that inventory will continue to rise.
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.
]]>These are generally local ads. Comcast is not delivering the network-level ads on an addressable basis.
The technology is driven by Invidi, explains Rob Holmes, VP Advanced Advertising at Comcast Cable, in this interview about addressable advertising and the efforts by Comcast.
In the interview Holmes explains how Comcast works with third party data providers in a privacy-compliant manner to serve ads of particular relevance to consumers and of high value to advertisers. Regarding the opportunity to deliver addressable advertising into network linear programming, that is quite far off in the development process, he notes.
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.
]]>“This screen hierarchy, where the television is a sacred screen preferred by the viewer for live TV viewing and VOD take place elsewhere in other rooms… slowly but surely, the viewer is teaching us that’s not always the case,” Starcom MediaVest Group video associate director Tom Fryett tells Beet.TV in this video interview.
“We’re seeing more and more than video can answer that shared viewing need for both viewers and advertisers as well. It’s content at the end of the day; it’s whatever screen is most convenient. That screen hierarchy is being shattered as a misconception.”
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series. This session was recorded in London.
]]>“The demand is obviously there,” ZenithOptimeda Group strategy director Chris de Cruz tells Beet.TV in this video interview. “The ways in which consumers are starting to behave is obviously moving in that direction is obviously moving in that direction.
“It’s going to be expedited by the increased form factor of the new iPhone. Then the predilection for short form content will become cemented.”
But de Cruz says simply shovelling TV shows on to mobile won’t succeed: “We are seeing an attempt to transmogrify traditional TV programmes to a mobile device. It doesn’t necessarily work. What we need to do is find a way to create a method of delivery that’s much more appropriate for people’s consumption.”
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.
]]>“Linear TV, in terms of its price, has been fairly stable for a decade or so in the UK and is seen as pretty good value,” Magna Global UK head Richard Oliver tells Beet.TV in this video interview. “Many advertisers in the first instance are buying in to VOD supplied by traditional broadcasters in the UK… that’s generally at a significant premium compared with the price they’re used to paying for traditional television.
“VOD looks and feels very different and is often a lot more expensive for advertisers. Many advertisers are grappling with the price. The industry still has a lot to prove.”
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.
]]>Nicolas Bidon, UK MD of WPP programmatic division Xaxis, tells Beet.TV in this video interview: “The DMP is the brain that informs what you need to do to deliver the right audiences for the advertiser.” He lists three key functions of DMPs that advertisers are using:
“The DMP is the centrepiece of what you need to make a difference to your clients in a programmatic environment.”
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.
]]>Kramer gives an overview of programmatic video and television, big data, open exchanges vs. private marketplaces and the availability of premium content.
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.
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He predicts that media planning in general will become more centered on linking advertising to the content across screens. Look for more acquisitions too, such as Disney’s purchase of Maker Studios. “We will see big networks looking at new content players and transforming how they connect with consumers,” he says. Data, of course, will remain front and center especially as programmatic buying continues to take hold. Carat is already in 24 markets globally with programmatic capabilities.
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series which will published over the next 30 days. This segment was recorded in London.
]]>Last month, the agency struck a deal with ad tech platform i.Predictus, a demand-side platform for TV advertisers. Access to the data i.Predictus has available can help buyers make better decisions about ads in real time, Williams tells us. The deal comes on the heels of Horizon’s launch of a centralized programmatic practice earlier this year. Called HX, the programmatic division of Horizon works with four demand-side platforms — Turn, The Trade Desk, Adap.tv and Adelphic. “We saw a chance to bring more transparency to our clients and extract greater value from the inventory,” he says.
The next step will likely be in expanding programmatic buying to TV. “A lot of automated aspects have resided on the planning side. We are moving rapidly towards processes that will impact the purchasing of linear TV and the driver is we are seeing great performance from digital video and the data that can be ascertained from it,” he says.
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.
]]>“We learned from display to be smart and focus on quality of the inventory,” he says, adding that the tech tools and the transparency in using them are critical as well. “The key things are viewability and quality,” he says.
Razorfish works with technology partners like AOL, Adap.TV and TubeMogul and that helps to have the tools and capabilities to properly assess the inventory and who to work with in programmatic. Advertisers want to be able to measure and track relevant KPIs related to business outcomes too. Without an understanding of attribution from digital video, it can be hard to justify an ROI, he explains.
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series which will published over the next 30 days.
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