Although Cannes Lions started in 1954, it wasn’t until the last decade or so that brand marketers began to attend, represented by the likes of Procter & Gamble. “They’re coming in a slightly different way,” Thomas notes in this interview with Beet.TV. “I think historically they were brought by their agencies but now they’re kind of coming on their own volition.”
Last year’s event saw the launch of the CMO Growth Council, a partnership with the CMO Masters Circle of the Association of National Advertisers featuring 25 CMO’s from some of the world’s biggest global brands. “Cannes Lions really is about how creativity will drive your business and that means growth. One place they believe they can unlock growth is through the use of creativity,” says Thomas.
The CMO Growth Council has since met in such locales as Dubai, Los Angeles, New York and London. “They’re coming together again at Cannes this year to continue to develop the conversations, publish white papers talk about the specific issues that marketers have.”
In adding two awards this year—the Entertainment Lions for Sport and the Creative Strategy Lions—the folks at Cannes had some doubts about the latter. “We didn’t know how the industry was going to respond,” Thomas says. Given initial estimate of perhaps 250 entries, “at the last count we’ve more than three times that many.”
CLX is designed around immersive and interactive experiences with some of the world’s best-known media and entertainment creators, including Activision Blizzard, Adobe, NBCUniversal and Tik Tok from China. “I think if we look across the festival over the last few years, that’s the most interesting thing is the number of different organizations that want to get engaged, who think they can provide solutions for clients and brands.
“It used to just be an advertising festival and it’s just not that anymore,” Thomas adds.
He mentions in passing last year’s Cannes Lions and the absence of Publicis Groupe, plus some shrinkage in the adtech space over the last few years. But events continue to be in demand because of a “human need, which is to be face-to-face and to be with other people,” Thomas says.
This video is part of the Beet.TV preview series titled “The Road to Cannes.” The series is sponsored by 4INFO. Please visit this page for additional segments.
]]>FreeWheel is teaming with Data Plus Math and other attribution solutions providers to deliver faster insights into campaign performance. “A lot of times, you get information about how your campaign’s doing, especially around attribution and it’s far too often six months or even longer after a campaign’s over. It doesn’t allow you to optimize a campaign or in any way shape or form improve the performance during the flight,” says Wallach, who is SVP/CRO, FreeWheel Media.
To further enlarge its audience viewing data beyond Comcast’s huge footprint, FreeWheel is adding Inscape’s data set for “even more robust reporting capability,” particularly in the streaming video space. Data from more than 10 million opt-in Vizio smart TVs will be available to better target specific demographic and audience segments in TV ad deals, as Advertising Age reports.
“Since Vizio does go outside of the Comcast footprint, we can now start to model incremental reach and other access to consumers outside of our footprint,” Wallach adds.
FreeWheel will work with Adobe to help overcome the complexities of programmatic transactions in premium video. Given that most demand-side platforms were built to handle display ads, “Now you bring them into the living room and it creates a different type of environment. We’re working closely with the DSPs to solve for this and we’re leveraging our Drive platform to be able to promote audiences to them through Deal IDs so they can transact programmatically,” Wallach says.
“The reality is most DSPs try to use data from their side. They have different data arrangements and then they try to find the audiences in that live movement when the bidder is working.”
FreeWheel will “package up that inventory on a pre-bid basis, based on our insight and our data set having access to the ad server and the information that’s coming from there,” thereby leveraging the capabilities of DSPs “to bid appropriately on that supply.”
The latest partnerships enhance FreeWheel’s ability to talk to customers holistically about video in all its forms, according to Wallach.
For buyers of linear TV who also need to find audiences on OTT and CTV, “we’re able to help guide them and put together the right solutions for them.” For digital pure-play buyers looking for more reach beyond FreeWheel’s digital supply, “we can start to package in TV if they’re looking for audiences and impressions in that environment as well.”
This video is part of Beet.TV’s coverage of The FreeWheel NOWFRONT: Media Reimagined. For more coverage from the series, please visit this page.
]]>Like many companies in advertising and media, Adobe is “seeing more and more that customers want to be working with their own first-party data,” Hammerman adds in this interview with Beet.TV at the IAB Annual Leadership Meeting.
“What that starts to bring up is PII, and whether we work with PII or not. We’ve been working a lot to think about how we can work both with, we’ll reference as third-party data, cookie data, unknown data, as well as being able to work with first party data.”
Enter the Adobe Experience Platform. Hammerman describes the technology as being about “the normalization and ingestion of data, along with semantics and controls that allow for the labeling and usage of data along with the democratization of data without the concerns of compliance.”
It’s powered by “a very strong overlay of AI,” which in Adobe’s case goes by the name Sensei. As Adobes AI foundation, the technology “really starts to look at things like what do you with that identity. How to do you look at further segmentation and data science in a very deep and meaningful and broad way.”
According to Hammerman, Adobe has 300 engineers dedicated to AI.
“What we’ve seen in data across the board is that the demand for data science is so high and you just can’t get enough of the workforce in place,” she says. “Additionally, the speed of data is moving so fast that to be able to do this in real time becomes almost meaningless for a customer, and AI allows us to move at that speed.”
With identity increasing at the core of great customer experiences, it encompasses not just advertising and marketing per se but also personalizing content experiences. “And that’s really ultimately what we think about when we think about a great customer experience.”
This segment is part of Beet.TV’s coverage of the IAB Annual Leadership Meeting 2019, Phoenix. This series is sponsored by Telaria. Please find additional videos from the series on this page.
]]>CFlight was launched in the spring of 2017 to enable holistic video planning across platforms by measuring all live, on-demand and time-shifted commercial impressions. It initially was available for solely for NBC’s primetime and sports programming, Vazirani, who is EVP, Insights & Measurement for NBCU, explains in this interview with Beet.TV.
“Going into next year we will expand it across the portfolio, and we’re working through how do we make it less friction with the systems and what are the investments we need to make from an operations perspective to make this easier across the portfolio,” says Vazirani.
In addition to facilitating cross-platform planning, CFlight also was intended to “raise the bar on digital and provide guarantees on completed views” while providing a new way for NBCU to maximize ad inventory and yield portfolio-wide. “It was really a mechanism to deliver on our vision to measure across all screens, all platforms and have a unified impression measurement approach.”
She stresses the open source, transparent nature of CFlight’s methodology. After considering “many different partners,” including Comscore, Adobe and VideoAmp, NBCU chose Nielsen’s C3 and C7 TV ratings and its Digital Advertising Ratings for digital media.
“We know we’ll evolve it in the future, but the key was that this is open source and we are very transparent with our methodology.
According to Vazirani, marketers thought CFlight was “conceptually fantastic” at the outset and that agencies were also excited. She cites Simulmedia’s adoption of CFlight two months ago as it added OTT inventory to its campaigns as additional validation. But systems remain a challenge.
“We’re still on some of our older billing systems. How do we transform from an operations perspective to now report on it holistically and how does an agency ecosystem transform from that?”
In the meantime, NBCU is building “a continuum of measurement” from unifying impressions with CFlight being able to assign credit to television and providing marketers with a closed-loop evaluation of their campaign and, eventually, a series of campaigns.
This video is part the Beet.TV preview series “The Road to CES 2019.” The series is presented by dataxu. For more videos, please visit this page.
]]>That is the view of one exec who spent two decades in ad agencies and who now helps run programmatic TV operations at one of the world’s biggest tech companies.
In this video interview with Beet.TV, Adobe director of programmatic TV Todd Gordon talks about how even more traditional TV can help satisfy ad buyers with a thirst to do more.
“Clients know a lot more about who their customers are,” Gordon says. “They have much more granular sources of data.
“If you want to apply that data at scale into TV, traditional panel based measurement breaks down. When you want to know how a very precise audience is behaving, you need more granular viewing data.”
But Gordon says that data has come on-stream. Adobe has this year announced a API partnership with NBC Universal to aggregate inventory in its own demand platform.
“You can actually log into our platform right now, see what NBCU has available for sale across all their linear networks,” he says. “You can optimize in platform, pass the order in platform. NBC on their side can approve or reject that order in platform.
“It’s actually getting a lot more automated, and a lot more programmatic.”
All of which can make for faster delivery and performance metrics tracking,” Gordon adds.
He also says that, despite ongoing chatter about distintermediation of ad agencies, as more brands use tech to take on more duties for themselves, TV is still largely transacted through agencies.
This video is part of Beet.TV’s coverage of the Future of TV Advertising Forum 2018, London. The series is sponsored by Finecast. For more segments from the series, visit this page.
]]>That kind of consensus is forming, with executives promising to rebalance the audience relationship through better messaging.
Still, even as the industry looks to correct itself, it is also challenged to respond to the omni-channel demand – the reality that brands now need to engage with consumers across a wide variety of devices and touchpoints.
The Catch-22? As a Beet.TV panel moderated by Forrester Research principal analyst Joanna O’Connell discussed, the solution to omni-channel is all about… technology.
The panelists lamented that technology capabilities have led the industry toward simply using tech for tech’s sake, bamboozling consumers with advertising – and prompting a backlash…
Essence president Jason Harrison: “It still is really amazing to me the number of advertisers and marketers that pour money into advertising without a really concrete understanding of what actually works. Technology is way ahead … whether the technology is working or not working, if it’s being used for good or for bad.”
Forrester Research principal analyst Joanna O’Connell: “We have this habit of saying, ‘Because the tech exists, we should do this thing. Because I can personalize, I always must. Because I can target, I will only target the people I think I care about – until they hate me’.”
Adobe SVP and GM of Advertising Cloud Keith Eadie: “The metrics have followed the technology platforms … but not nearly to the point where we’re creating experiences and understanding how different audiences or individuals are reacting to that advertising and adjusting accordingly. We’ve given all of these marketers a hammer and then everything’s looked like the nail and the last 10 years has been about mass tonnage of advertising … it’s not surprising, given that context, of the outcomes we have now in terms of receptivity to advertising from our consumers.”
Panelists debated how the way to solve matters was be reconnecting with message, by turning attention to using data to fuel more creative stories that reach audiences, not just for targeting.
Essence president Jason Harrison: “If you look at consumers’ expectations of what they see in terms of advertising, what’s rising fastest is, ‘I want something that’s relevant’. But there’s still a big gap in the way that I think creative storytelling happens in advertising. The next frontier of advertising is, ‘How do we get that right?'”
Forrester Research principal analyst Joanna O’Connell: “We see in the data that some consumers are totally okay with personalized advertising, because they feel like they’re getting some value. Others are really, super not cool with it.”
IBM VP digital strategy and sales Jordan Bitterman: “You’ve got to be able to build for something that you know can scale. There’s a lot of great formats that are out there – but there’s a lot of clients that don’t want to spend that kind of money to build those different kind of ads out unless they know it can scale because. at some point, the wallet dries up and there’s only so much they can do. I think the same is true for omni-channel.”
IBM VP digital strategy and sales Jordan Bitterman: Bitterman left panelists with two predictions for how the industry will reconfigure itself to meet these challenges:
This video is part of Beet.TV’s coverage of Cannes Lions 2018. For more videos from Cannes, please visit this page.
]]>Is this the nail in the coffin for the traditional ad agency? Not necessarily, but their role may well evolve in the next few years.
That is the view from one exec whose company is trying to sell tools to help the industry make and deliver ads better.
“Consultancies obviously see this as an opportunity,” says Adobe Advertising cloud SVP and GM Keith Eadie. They see this as akin to what they’ve done with email platforms and other marketing software platforms. Now media buying looks more like that, so they’re evaluating what they can do there.
“But I think there’s still a sweet spot for agencies in terms of their strategy capability being brought to bear and enabled through the technology platforms. ”
For months, ad land has been attuned to the appearance of big consultants aiming to capitalise on ad agencies’ troubles.
At the Cannes Lions International Festival of Creativity, the festival chairman noted the arrival of consulting firms like EY. Philip Thomas said they had not “taken over”, but were more visible.
So how will things change? Eadie sees rejuvenation at the nexus of maths and makers.
I think data and media activation. Those have been baked, right? We’ve spent the last 10 years evolving data and media activation platforms.
He says the industry has spent the last decade advancing data capabilities: “But we’ve completely forgotten about creative. We need to rebalance that focus area. We need to provide brands and agencies with creative management platforms that increase the velocity of content, helps that creative value chain iterate more quickly, redistributes what parts of the creative asset building and editing are done between creative agencies and media teams.”
That would raise the question of a “recombination of creative and media agencies to actually pull that off”, Eadie adds.
Typically, the two kinds of services are separate. Could the evolution of tools bring them back together?
]]>“What’s remarkable about what NBC is doing in partnership with us is they’re literally letting you buy what you want,” Gordon adds in this interview with Beet.TV. “If you only want late night on Bravo, you can buy that. And that’s never been enabled before in TV.”
Gordon, whose background includes stints at Lowe, Mediacom, Initiative and Magna Global, was referring to the recent integration of Adobe Advertising Cloud TV and NBCUniversal’s entire portfolio of broadcast and cable television.
The concept behind the integration is that data about TV viewers “is just data if it doesn’t have inventory to decision against,” says Gordon, who left Magna for TubeMogul in 2015 before its acquisition by Adobe, as Advertising Age reports. “The more accurate depiction of the inventory that’s out there that’s loaded into the tool, the better plan that is going to be built.”
While it’s not programmatic in the sense of real-time bidding for inventory, “we are taking major steps forward to make the process a lot more automated.”
Using a host of data, “We can identify very specific things, visitors to your site that took a particular action. We can match that to TV viewership and tell you how a very narrow audience behaves in TV,” Gordon explains.
Buyers using Adobe’s platform “get a live look” into all inventory on NBC’s networks and can propose a purchase order for what best matches their clients’ TV audience targets.
Until now, buyers worked with “a ranker in one hand and a phone in the other. You bought big portfolios of inventory across multiple networks. You bought broad rotations.”
Gordon spent most of his career in TV and “loves” the medium. But he’s very sensitive to the chasm that has existed between the viewing experiences available to consumers and the way the industry does business.
“The TV viewing experience is as good as it’s ever been. But the way TV is planned and bought and sold hasn’t transformed in the same way that the viewing experience has transformed.”
He praises collaborative efforts like the OpenAP audience targeting consortium launched by Fox, Turner and Viacom, of which NBCU is a recent participant. “TV inventory is a very precious resource and the attention of consumers is extremely precious. In TV we’ve spent those resources poorly.”
]]>But now that ‘TubeMogul’ has become Adobe Advertising Cloud, it’s no longer mostly a video advertising company.
In mid 2015, we started building our display offering and since then we’ve expanded into native audio and a breadth of other formats,” explains Jon Levinson, who was TubeMogul’s senior director for partner development operations.
“At this point, I think we were already headed in this direction before the Adobe acquisition but the Adobe acquisition has absolutely accelerated our move towards a multi-channel and multi-format DSP. At this point, a vast majority, or a large majority of our spend comes from formats outside of video.
“We look at ourselves, not just as a video specialist, but one who focuses on a lot of other formats as well.”
Levinson is now senior manager for business development on Adobe’s AdCloud, following Adobe’s 2016 acquisition of TubeMogul.
The Emeryville, CA-based company was acquired by the digital media powerhouse for $540m..
At the time, Adobe’s logic majored on video and TV. Levinson still sees growth potential in that area.
“I think overall in video, our focus now for a couple of years has been and will continue to be premium and getting as much spend out of open exchange as possible and into true premium video,” he says.
“The kind of stuff that broadcasters or a Pandora or a newspaper company might sell because that’s really the quality content that drives the best engagement when ads are in front of or in the middle of it.”
In this video interview with Beet.TV, Levinson also says he sees challenges in GDPR and connected TV data sets.
This video is part of a series covering the IAB Annual Meeting. The series is sponsored by AppNexus. Please visit this page for more coverage.
]]>“I think it’s going to have the effect of dramatically reducing hidden fees, hopefully eliminating them, and increasing the amount of spend from marketers that gets all the way to publishers,” O’Kelley says in this interview with Beet.TV at the annual Leadership Meeting of the Internet Advertising Bureau. “Trust means we have to provide transparency.”
Steps taken by AppNexus include publicly disclosing its “take rate” for its supply-side business, which it says is “by far the lowest in the industry.” It’s extending its transparency on take rates all the way through to the brand.
“So any brand who says ‘where did my money go through my DSP to AppNexus,’ we’ll tell you exactly how much the publisher made,” O’Kelley says.
Partners in this effort include Adobe and third-party auditor Amino Payments.
O’Kelley says the AppNexus DSP, called AppNexus Programmable Platform, is fully transparent for every fee.
“We should see publishers making more money, marketers seeing better outcomes and a dramatic reduction in the inefficient intermediaries that we’ve seen in this space for two decades now.”
He traces the path to opaque digital practices in part to the shift to audience buying in the last decade or so. Brands didn’t seem to care where their ads appeared as long as they were told they were targeting the right people.
That indifference has given way to extreme concern by brands large and small, most notably Procter & Gamble and Unilever, whose Chief Marketing Officer, Keith Weed, used the occasion of the IAB gathering to issue a public threat to pull spending from digital platforms.
“Imagine you’re a marketer. You think you’re buying relevant data but it turns out that’s fraud. Really what you’re spending this on is terrible for your brand and having no known outcome.” O’Kelley says.
In the not-to-distant future, he foresees brands reducing the breadth of inventory they’ll buy, working only with quality publishers “maybe one hop away. But this multiple hops isn’t going to work.” They will also reduce their purchases of third-party data “unless it comes directly from a source” and there will be “a lot fewer intermediaries in the space. I think it’s going to be amazing.”
This video is part of a series covering the IAB Annual Leadership Meeting. The series is sponsored by AppNexus. Please visit this page for more coverage.
]]>This is one of the concepts behind comScore’s rollout of its new Activation suite, an offering that enables cross-platform targeting based on audience segments while drilling deeply into website content.
“One of the keys there is safety can have a different specific meaning depending upon whom you are as a brand,” says Aaron Fetters, SVP National Agencies & CPG Business at comScore.
“What our capability enables is for a brand to be very specific as to I’m okay showing up against this type of content but not this type of content,” Fetters adds in this interview with Beet.TV at the Masters of Marketing Conference of the Association of National Advertisers (ANA).
“Our data’s ability is to go down into the actual text level within a page and say this is what this page is about and it’s a place that I’m okay to be.”
comScore Activation incorporates both digital and television viewing data along with contextual and verification technology to account for brand safety, viewability and invalid traffic. It is currently available in more than 15 leading ad tech platforms, including Adobe, AppNexus, Centro, Salesforce, Tru Optik and Videology.
At the ANA confab, Fetters says he’s heartened to see that advertisers have not just embraced the pursuit of a cleaner digital media ecosystem but that they’re thinking beyond that goal to focus on campaign effectiveness. One of their priorities is the balance between digital reach and efficiency.
“It’s great to know I have a clean supply chain. But the next step is to say am I maximizing the reach of my message to an audience,” says Fetters. “Am I capping frequency at a level that I want to, or is this just a strategy that’s not working for me?”
This video is part of a Beet.TV leadership series produced at the ANA Masters of Marketing Conference, 2017. The series is presented by FreeWheel. Please find more videos from Orlando, visit this page.
]]>But, as the demands of delivering TV-like experiences at scale grow, now it is also tapping Adobe technology to go large.
Before NAB Show, the company announced a deal with Adobe to integrate its own platform with the larger company’s technology.
At the event, Adobe business development head Kevin Towes explained the detail to Beet.TV.
“Ooyala has a great customer set that goes across the globe in all kinds of segments,” he said.
“They’re working with our TV SDK on Adobe Primetime.
“Adobe Primetime creates incredible TV-like experiences that for media and entertainment companies.
“Ooyala is bringing Primetime in to its Ooyala player on the Ooyala platform. Their customers are going to have access to the great, high-quality playback experience with ad insertion.”
Ahead of the show, Ooyala chairman Stephen Elop also named Jonathan Huberman its CEO, formerly CEO of Syncplicity.
This video is part of Beet.TV’s coverage of the 2017 NAB Show in Las Vegas. The series is sponsored by Ooyala. For more coverage of NAB, please visit this page.
]]>In this video interview with Beet.TV, Adobe professional video editing senior product manager Al Mooney explains he wants to offer something to please both the high end and the low.
“The type of people who want to tell stories with video is very different to five years ago,” Mooney says. “We’re seeing a whole new generation of people who want to make video. Not all of them have the skills. Our high-end services can be daunting.
“Every release, we improve the first-start experience, we try to guide users through and demystify it. We think a lot about helping users without deep skills. More and more you’re seeing lighter-weight applications of devices, think about Premiere Clip, a simple editor that runs on iOS and Android.”
In a world traditionally dominated by Avid, Adobe Premiere Pro is now rising in Hollywood, used to cut movies like Gone Girl.
And Mooney used NAB Show to announced a new version of the Pro product that includes new tools for color grading, easier sound effects and new options for integrating motion graphics.
This video is part of Beet.TV’s coverage of the 2017 NAB Show in Las Vegas. The series is sponsored by Ooyala. For more coverage of NAB, please visit this page.
]]>“Monetization is certainly front and center,” Jeremy Helfand, VP, M&E Industry Solutions, Adobe, and VP, Adobe Primetime, says in this interview with Beet.TV at the annual NAB Show.
He likens the shift in focus from audience fragmentation to broadcasters exercising a new muscle. “They need to think more like retailers, understanding who their audiences are,” says Helfand.
This involves having a business model that supports advertising not only of a digital nature but “converged advertising across both linear and digital,” he adds.
With the recent addition of video demand-side platform TubeMogul to its various cloud offerings, Adobe is looking to connect the buy and sell sides for “a common definition of audience to increase the value of advertising,” regardless of what screen it’s delivered to.
More recently, Adobe and video monetization technology and services provider Ooyala formed a partnership that will enable Ooyala to “leverage the playback and ad insertion capabilities of Adobe Primetime to help enhance their suite of products,” Helfand explains.
“Pairing our IVP solutions with Adobe gives even more insight into analytics and measurement, building common data sets across every function of video all with a single goal. To grow your business,” Ooyala Co-founder and SVP of Products and Solutions, Belsasar Lepe, said in a statement announcing the partnership.
Adobe’s latest report on digital video shows that “TV everywhere” has doubled in size over the last two years. “What’s really interesting is as we watch consumption of that content, TV is coming back into the living room,” Hefland says.
The highest concentration of daytime consumption is happening on mobile devices, but from 4-9 p.m. connected TV devices are dominant, according to the Adobe report.
This video is part of Beet.TV’s coverage of the 2017 NAB Show in Las Vegas. The series is sponsored by Ooyala. For more coverage of NAB, please visit this page.
]]>These and other insights emerged from a discussion about enhancing the value of traditional TV at the 2017 Beet.TV Executive Retreat. Moderated by MediaLink Managing Partner Matt Spiegel, it featured Arthur Mimnaugh, Head of Advanced Advertising for Adobe, and Marc Siegel, the CRO at advanced TV provider Simulmedia.
Siegel described the process of using advanced data sets to both predict where people are going to be watching TV and reaching them in a cost-efficient manger. Finding untapped audience potential can be counter-intuitive, as in “We’re seeing that if you’re a sports enthusiast, there’s plenty of those watching the cookie channel,” Siegel said.
The goal for Simulmedia is to generate unique audience reach by gauging how many new people a particular ad inventory unit will bring to an advertiser. This is typically a complement to an advertiser’s Upfront or base buy.
“There’s certainly a wide debate on what the right attribution model is,” Siegel said. “There is not a one-size-fits all when it comes to measurement.” It can range from a direct-to-consumer brand with lots of data to work with to those in consumer-packaged goods where data sets can have “a little less fidelity.”
Mimnaugh explained how Adobe helps marketers extend the information they already know about the users they already have in order to improve their viewing experiences. “One big area of focus is the collective group and the value of it,” he said in a reference to Adobe’s Device Co-Op, a network to brands to work together to better identify consumers across digital touch points. “So you can look at ad sequencing and targeting and other types of storytelling, when you’re merging that between what you’re going to do on traditional linear versus what’s actually happening on digital.”
Asked by Spiegel how advanced is the conversation about consistent consumer ID’s, Mimnaugh said, “I think we are seeing more and more of the notion of a common ID. It’s a process.”
For his part, Siegel noted that Simulmedia isn’t in the personally identifiable information business. “What we’re seeing is CRM’s collapsing with DMP’s identifiers and being able to transfer that over to linear has been a huge move,” he said.
This video is part of a series produced at the Beet.TV Executive Retreat in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page.
]]>The acquisition gives Adobe chops in the fast-growing world of video advertising. But what is the watch word for the company as it helps publishers and advertisers reach consumers?
“So often we get enamoured with the technology and the services behind a lot of this,” says Adobe advanced advertising head Art Mimnaugh, speaking in this video interview with Beet.TV.
“But, at the end of the day, we have to deliver a robust a robust experience for the consumer to help drive an engaging experience for the.
“We’re looking at reducing the fiction around authentication – a lot’s happening with making sure that consumers are able to to access the content that they want, not have to go through a lot of different hoops or remember their password.”
This video is part of a series produced at the Beet.TV Executive Retreat in Vieques. The event and series is presented by Videology and 605. For more videos from the series, please visit this page.
]]>“Too often, marketers forget about marketing 101,” the company’s Director of Product Marketing says in an interview with Beet.TV at CES 2017. “Consumer psychology. What do consumers want? What do they need? What is the hierarchy of needs?”
He suggests marketing concepts from the 1950’s and 1960’s can be useful when trying to create personalized experiences.
“Also what’s lost is the creative aspect of it,” he adds. “How do you create a better environment for consumers so that they’re more likely to make a purchase decision or more likely to have brand affinity for a particular product or service or company?”
Too often, the focus is solely on data and “we don’t focus on what people want,” says Foster. “Sort of the basics of marketing.”
While Adobe itself is slightly less than a quarter-century old, it seems to have been listening to what a lot of people in the tech space desire, particularly when it comes to video. Its 2016 acquisition of TubeMogul is the capstone in the creation of a “three-legged stool” to neatly capture both the demand side and supply side—and most points in between.
“Historically we’ve have a data management platform, we’ve had a performance marketing engine with Adobe Media Optimizer but we haven’t really had a demand side platform focused on brand building through video,” Foster explains. “And that’s really what we’re trying to accomplish with the TubeMogul acquisition.”
The next phase of the company’s video evolution is connecting the buy side through TubeMogul with the sell side via Adobe Primetime TV Media Management. This, says Foster, will create “tighter, stronger connections between media buyers, TV buyers, video buyers and broadcasters and MVPD’s that have professional video inventory to sell.”
Adobe is now equipped to assist brands from content ideation through to production and distribution video distribution, all the way through to measurement and monetization.
For the company’s media customers, Adobe’s primetime footprint and authentication touches over 99% of U.S. pay TV households, according to Foster. “That’s a significant footprint in premium inventory,” he says.
This video was produced as part Beet.TV’s coverage of CES 2017 presented by 605. For more videos from the series, please visit this page.
]]>At the Beet Retreat, Swartz led a deep dive into the future of TV advertising, especially as it relates to data and measurement.
Key players in the TV advertising landscape are looking for a unified system that pulls in legacy TV, over-the-top and digital and lets marketers and providers plan and optimize against that, Koester says during the discussion.
To get there, the industry needs to take risks on media, new measurement and new integration. “We need to push the envelope and go out of traditional measurement and try new things. Get new measurement for some campaigns. We are working with advertisers to get some insight on a correlation of media with sales. . .it’s not an overnight solution,” says Kevin Patrick Smith, Senior VP at Comcast 360 Media. “But I love working with partners who will work with us and will change the game.”
One of the biggest questions for the future of TV and digital advertising is what sort of backend measurement can enable standardized metrics. “You need to allow for standardized data modeling that lets you drive the transaction for operators, programmers and advertisers,” says Art Minnaugh, Senior Business Development Manager, Adobe Primetime.
Understanding audience data consistently cross the customer footprint is key to Charter, says Rob Klippel, SVP Advanced Ads and Strategy at Charter. “That’s the foundation to everything we try to do. For us, that’s to drive capabilities to let us become more efficient marketing partners for our advertisers, to turn around media campaigns and media plans, and to help them accomplish their goals and have the data to prove that out.”
This panel was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.
]]>“Until now it was email, text messaging, website traffic, even point of sale,” says Netter. “But not video. Video was considered TV, top of funnel advertising.”
Breaking down silos, the new solution links consumer activity in other channels with the ability to interact with video ads. In the same manner, if someone interacts with a video it can trigger a separate, targeted marketing actions.
“If you see an ad and are interested about a vacation or something and interact with it, if the brand has information about you in its database two days later it could follow up with an email about an offer,” says Netter.
ConAgra Brands—whose products include Orville Redenbacher and Bertolli—is a launch partner for the Innovid Marketing Cloud Suite, The Drum reports.
Innovid was an early pioneer of dynamic creative insertion, which can now be fueled in real time by even more customer data from non-video channels.
“What’s unique here is it’s the first time they are connected to the back-end CRM system,” Netter says of programmatic creative elements.
Based on what a marketer knows, “if you did something on the brand website, opened an email or bought a product, the next time will see ad on NBC, AOL or Hulu it would be based on other activities you have done beyond the video channel,” says Netter.
Innovid’s platform includes a Video Delivery Suite, an Analytics Suite, a Video Experience Suite and an Optimization Suite.
]]>In one, clients continue buying inventory around content deemed to match their target demographic. In the other, they buy super-targeted specific customers, regardless of where they are reading or viewing.
But strategies don’t have to be mutually exclusive, according to an Adobe exec helping marketers plan their executions.
“So much today we hear a lot about … it’s all about audience,” says Arthur Mimnaugh, Sr. Business Development Manager, Adobe Primetime, in this video interview with Beet.TV.
“But what we’d really like to do is work with our supply-side and publisher customers to really understand not just their audience, but where the intersection of their audience is with their content.
“People look at it as an ‘either-or’ and what we really look it as … you’re looking at the Venn diagram of kind of understanding where that intersection looks like and where that overlap is. And where that overlap is represents a massive opportunity to effectively monetize.”
In other words, advertisers shouldn’t have to pick between the old and new style of buying. In the modern ecosystem, they can do both in a way that supercharges the sum total of both.
This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.
This interview was conducted by Matt Prohaska, CEO of Prohaska Consulting.
]]>That’s why Dan Bruinsma is looking forward to the kind of consolidation heralded by the latest big ad-tech M&A deal.
Adobe is set to buy video ad platform TubeMogul in a deal valuing the latter at $540m, plugging it in to its burgeoning suite of marketing tools.
And Bruinsma, chief investment officer of GroupeConnect, the Publicis unit dedicated to the agency’s Bank Of America account, thinks that’s a good thing.
“It’s encouraging,” he tells Beet.TV in this video interview. “The ad-tech space is pretty complicated, there’s a lot of players. It’s very difficult to find differentiation and to be able to understand what’s working and what’s not in a partnership.
“It’s a great opportunity for us specifically as we work on Bank Of America. (It) also aligns with partners we’re already working with – That particular alignment is great for us because TubeMogul is one of the DSP patterns that we work with and Adobe is a DMP partner that Bank is building right now.”
Ad-tech M&A advisor Terence Kawaja reckons “winter is coming” for an ad-tech vendor cluster that had previously enjoyed high volumes of investment but which on which Wall Street is becoming bearish.
“We have to have solutions that are more nimble and don’t create six-month ramp-up periods just getting used to working with a partner,” GroupeConnect’s Bruinsma adds. “That’s what I’m hoping comes out of that consolidation of DSPs and DMPs.”
This interview was conducted at Beet Retreat 2016: The Transformation of Television Advertising, an executive retreat presented by Videology with AT&T AdWorks and the 605. Please find more videos from the event here.
]]>The Emeryville, CA-based company has just confirmed an agreement to be acquired by the digital media powerhouse for $540m.
What does Adobe want with TubeMogul? According to its announcement: “Adobe’s acquisition of TubeMogul will create the first end-to-end independent advertising and data management solution that spans TV and digital formats, simplifying what has been a complex and fragmented process for the world’s biggest brands.”
TubeMogul has software to enable planning, buying, measurement and optimizing of programmatic, cross-screen TV advertising. It went public two years ago, for half this value.
“We aim to be totally aligned with advertisers so they never second guess the incentives,” TubeMogul CEO Brett Wilson tells The Wall Street Journal.
The acquisition is a further sign of consolidation in a video ad-tech ecosystem where the number of companies has grown dizzyingly.
Across the landscape, companies are bolting on point solutions to go end-to-end. Mar-tech M&A advisory group Results International Group reports 331 mergers and acquisitions took place in ad-tech and marketing-tech in the first nine months of this year. Digiday calls the TubeMogul acquisition a “tipping point” for this consolidation.
Previously, AOL had acquired Adap.tv in the space, helping its effort to form its One offering.
TubeMogul’s Wilson recognizes the need for consolidation. Back in June, he told Beet.TV: “I think what’s actually happening is it’s getting more fragmented, not less so. Yes there’s some very dominant players out there. But there’s also huge new platforms that didn’t even exist a couple of years ago like Snapchat. So the implication for advertisers is it’s getting more complicated and fragmented.”
]]>For an overview of the OTT solution and role of Adobe, we interviewed Kevin Towes, Principal Manager, Business Development, Adobe Primetime.
While the alliance on the video solution is new, Deloitte is a leading client integrator of Adobe’s enterprise products, notably the Marketing Clouds
This video is part of Beet.TV coverage of CES 2016 sponsored by Adobe.
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Adobe, whose Primetime powers the authentication back-end that enables TV Everywhere, recognizes the problem.
That’s why Adobe Primetime business development director Jim Bennette says one of his “bet bets” for the next 24 months is: “Increasing TV Everywhere adoption in North America.”
“We’re only at, like, 13% of the households that have the ability to a chess content via TV Everywhere authentication,” he concedes. “We have multiple strategies to solve that problem:
“Solving those three problems are the key objectives that we’re executing on.” Bennette says part of the work will be helping TV companies deliver media campaigns to drive up consumer awareness.”
Hear Bennette discuss the rest of his priorities for the next two years in this video panel interview.
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
The panel was moderated by Xaxis SVP Christine Beaumier.
You can find more videos from the Beet Retreat on this page.
]]>The new, Videology-connected software aims to help media owners better manage and monetize their ad inventory. Adobe’s Primetime group product manager Jonathan Tabak says there are three elements:
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.
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