In addition to new tech and new devices, Richman will have an eye on the continuing evolution of measurement as consumer behavior shifts from linear to online video, to mobile, to over the top, as well as the different ad formats for those mediums. “As we have more platforms, we get more signals frrm consumers about how they’re watching, and when,” she says, and that input can help optimize ad offerings and measurement.
Richman also touched on addressable TV, emphasizing that the term itself is becoming more broadly defined. “Today as we talk about addressable, it can be how do we find new narrow segments online, what can we learn about them, what new targets can we discover about them that we can bring to TV. Much of that is available programmatically so we can get more precise with these audiences…and use that to understand what segments to invest in.”
Looking ahead, Richman expects this type of data-driven planning will play an even bigger role in the upfront. The availability of more data affords flexibility to move ad dollars across mediums to drive performance, she says.
This interview is part of our series “The Road to CES,” a lead-up series in advance of CES 2017. The series is presented by FreeWheel. Please find more videos from the series here.
]]>Also at CES, Ray will host a “fireside chat” with Hulu, looking at where the online TV service is today and where it’s going. “With the landscape of data changing so quickly, our ability to leverage their data to create better experiences for clients to connect linear TV experiences with non-linear TV is what we need to do to maximize the TV platforms,” Ray says.
He also touched on the risks and opportunities in the shifting over-the-top landscape. Carat analyzed video viewing from 2009 to today, and has seen a 16% increase in total hours consumed. The challenge is some of those platforms can’t be monetized. “We are working with many platform companies about how to leverage their data and create some partnerships to be as targeted and as addressable as we can in the formats that support ads, and in some non-supportive platforms we look at how to integrate into that content.”
This interview is part of our series “The Road to CES,” a lead-up series in advance of CES 2017. The series is presented by FreeWheel. Please find more videos from the series here.
]]>He sees CES as sort of metaphor for WPP: a place where content, data and technology are integrated. If he were to form a new WPP, that is how it would look.
As part of the transformation, WPP has invested in content companies Fullscreen and Vice; data and analytics concerns comScore and Rentrak and many others, he explains. (The comScore investment is to close this month.)
Through this vast transformation from the “Mad Men” days, the importance of media has ascended. He says “the medium has become more important than the message.”
We spoke with him yesterday at CES. Our coverage of CES is presented by Adobe.
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We spoke with him about the changes underway in digital media. This interview is part of our series “The Road to CES.” Please visit this page to find additional videos. The series is sponsored by YuMe.
]]>We spoke with him about the year ahead and the plans at Xaxis for CES which includes hosting a high-level industry event featuring Sir Martin Sorrell and others.
This video is part of our series the Road to CES, which can be found here. The series is presented by YuMe.
]]>Coupled with the ad delivery, will be the development of essential attribution modeling, he adds.
Zilberbrand recently joined Viacom in the new position from ZenithOptimedia where served as Executive Vice President.
Also in the interview, he shares his views on the value of the upcoming CES show.
This video is part of a lead-up to CES presented by YuMe. For more segments, please visit this page.
]]>We spoke with him last month in San Francisco about emergence of new vertical video formats, innovation in Silicon Valley and the expectations of clients heading to CES next month.
Omnicon recently won the bulk of P&G’s media buying in North America.
This interview is part of our series, the Road to CES, presented by YuMe. For more clips from the series, please visit this page.
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Also in the interview, he speaks about the big changes in media consumption which puts the consumers more firmly in control. He speaks about the implications for marketers in this new scenario.
We spoke with Norman as part of our lead-up to CES, titled the Road to CES, presented by YuMe. Please find additional videos from the series here.
]]>The newest campaign grew out of the consumer focus on the “how and why” of appliance use. “We wanted to capture the true insight of real life. Our current ad has a mom asking a kid ‘how did you do this?'” he explains. Whirlpool has also designed new washing machines tied into this insight – the dashboard of the machine poses the questions “what do you want to wash and how do you want to wash it?”
Because Whirlpool’s products fall in the durable category, Beck says the company measures brand health metrics to evaluate the success of the campaign. “We look at if we are increasing awareness, brand preference, purchase intent and consideration. Those are the four to focus on and we are increasing across all four,” he said. In the social realm, Whirlpool measures sentiment, and that’s on the rise. With digital, the brand also focuses on engagement and how consumers interact with the brand.
Whirlpool’s agency for the campaign is DigitasLBi.
Beet.TV coverage of CES 2015 is sponsored by Adobe Primetime. Find all the coverage here.
]]>“I grew up with the mantra ‘content is king’ – and I think today, content is ‘king-er’ than it ever has been,” he says.
And with the highest quality content being found not in theaters or on network television but in long-form television, all the rules are changing, he says.
Beet.TV coverage of CES 2015 is sponsored by Adobe Primetime. Find all the coverage here.
]]>By collecting attributes about the content itself, Veenome helps advertisers take advantage of that data and use it for contextual targeting, auditing for exchanges, and other uses.
This is “across the board content indexing for the video advertising industry,” Lenane says.
Beet.TV coverage of CES 2015 is sponsored by Adobe Primetime. Find all the coverage here.
]]>Kosinski says he predicts that 2015 will be the year that Facebook becomes the dominant player and overtakes YouTube in terms of total video consumption. Over the past nine months, Facebook jumped from 9 percent of all video consumption (YouTube was at 24 percent at that time) to 18 percent – doubling it’s growth – and has already surpassed YouTube on desktop.
Beet.TV coverage of CES 2015 is sponsored by Adobe Primetime. Find all the coverage here.
]]>Programming head Oren Katzeff tells Beet.TV the company has a studio, a network and a platform. With 440 creators across its YouTube network, Tastemade has also produced its own drinks show, Local Flight, with vodka brand Grey Goose.
That was one of 18 new shows Tastemade bowed in 2014. Former Yahoo Media exec Katzeff wants to double that number through 2015 and expand the company from food to more lifestyle segments.
He was interviewed by Beet.TV at the Consumer Electronics Show in Las Vegas.
Earlier this month, the health publisher previewed “Future of Health with Robin Roberts”, a digital mini-series fronted by the Good Morning America co-host.
It will be “just the first in what should be a significant amount of additional video programming”, CEO David Schlanger tells Beet.TV in this video interview. “We feel the need to focus on video. It’s certainly going to be an emphasis in 2015.”
Schlanger says he wants to syndicate original productions off-site to social media and broadcast TV. And, although FDA advertising rules mean medical advertisements must include lengthy balancing product statements, Schlanger says TV ads’ experience in working to those regulations means they pose no barrier to WebMD’s own video ambitions.
He was interviewed by Beet.TV at the Consumer Electronics Show in Las Vegas.
“We don’t lament the control of the consumer too much,” says Rob Kabus, Global CEO of BPN. “We think that’s a great thing because it’s creating these amazing environments and moments and times for us to actually use data to be the most relevant we can.”
As people spend increasing amounts of time collecting and studying data, they are realizing, more and more, how liberating it can be from a creative standpoint, says Kabus.
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iStreamPlanet’s platform enables their customers – DirectTV, Microsoft, AT&T, NBC Sports and others – to process, digitize and optimize their media for multiscreen distribution. This includes acquisition, encoding, transcoding, packaging, ad insertion and publishing.
Beet.TV coverage of CES 2015 is sponsored by Adobe Primetime. Find all the coverage here.
]]>“Television is sold on a 30-second spot basis, while digital is sold on an impression basis,” Group M’s Irwin Gotlieb tells Beet.TV in this video interview. “Over time, television will begin go evolve in to the sale of impressions – that will gradually become the unit of sale.”
But, today, there are some sticking points, Gotlieb says: “On the television side, we know what content parameters are – we know what kind of content we’re buying (for advertisers)… on the web side, not so much.
“There’s a lot of work that needs to be done to determine how best to filter the content on the web, to decide what’s appropriate for clients and isn’t.”
He was interviewed for Beet.TV at the Consumer Electronics Show in Las Vegas.
“In an OTT (over-the-top) environment, it’s a more dynamic environment,” Rob Aksman, founder of BrightLine, which enables interactive ads for brands on interactive TV sets, tells Beet.TV in this video interview.
“EMarketer says something around 34m homes are actively using a connected TV (and they are) increasingly switching inputs – some people even cancelling cable together – to get custom video environments. The more connected TV eyeballs, the more of a need there is for advertising.”
He was interviewed by Ashley J. Swartz, CEO of Furious Corp, for Beet.TV at the Consumer Electronics Show in Las Vegas.
Company CTO Ken Morse, in this video interview with Beet.TV, talks about:
He was interviewed for Beet.TV at the Consumer Electronics Show in Las Vegas.
Beet.TV coverage of CES 2015 is sponsored by Adobe Primetime. Find all the coverage here.
“The Networked Society… our vision for the year 2020 – everything that can benefit from connection to the internet will indeed will be connected,” Ericsson content delivery marketing head Lisa Skelton tells Beet.TV.
“Of those 50bn connected devices, 15bn will, at least, be video-enabled. Video is the heavy stuff of the network.”
Skelton says delivering rich-media content to mobile devices is a key imperative.
Skelton was interviewed for Beet.TV at the Consumer Electronics Show in Las Vegas.
Beet.TV coverage of CES 2015 is sponsored by Adobe Primetime. Find all the coverage here.
That’s also where social networks are most beneficial, because they help networks find new viewers, and those viewers might watch TV on traditional TV sets, mobile phones, or via over-the-top services, or even through TV Everywhere, she says.
Mobile video is a particularly important area for Bravo because it is growing at triple digits, she says. Bravo is also keen on the potential of TV Everywhere for video consumption. Native advertising is the next medium to conquer. One of Hsia’s goals for 2015 is to push into native advertising and use social influencers to help make the audience bigger.
Hsia was interviewed for Beet.TV at the Consumer Electronics Show. Beet.TV coverage of CES 2015 is sponsored by Adobe Primetime. Find all the coverage here.
]]>Video from the Weather Channel cable TV network does not appear on the digital platforms.
Beet.TV coverage of CES 2015 is sponsored by Adobe Primetime. Please find all the coverage here.
]]>“We’ve seen the rise of entertainment programming making it on to multiple screens – but we didn’t really see that with sports,” he tells Beet.TV in this video interview. “That started to change in 2014 with the World Cup being heavily distributed on streaming platforms by Univision as well as by ESPN.
“That trend is going to continue in 2015, where we see a combination of the sports leagues themselves going in to IPTV – NFL Now has been big as well as NFL and the NBA and even MLB – … we have a strong move by traditional providers as well as new services like Dish being able to land ESPN.”
He was interviewed for Beet.TV at the Consumer Electronics Show in Las Vegas, where analyst Paul Sweeting told Beet.TV he forecasts a big fight for sports rights, as live linear rights holders become frustrated at viewers going elsewhere for digital streams.
Beet.TV coverage of CES 2015 is sponsored by Adobe Primetime. Find all the coverage here.
“A number of manufacturers here have switched horses in terms of what their OS is going to be,” Jackson tells Beet.TV in this video interview at the Consumer Electronics Show. “To the content owners and their partners, that’s worrying – (they say) ‘all my development work is going to be wasted’.”
Nevertheless, that means an opening and an opportunity for vendors who can solve the uncertainty, Jackson says: “The winners then become those people who are offering a layer of abstraction between what the box is and what the app is, so you can develop once and deploy across multiple boxes – people like Accedo and Adobe, to a degree.”
He was interviewed for Beet.TV at the Consumer Electronics Show in Las Vegas.
Beet.TV coverage of CES 2015 is sponsored by Adobe Primetime. Find all the coverage here.
“Broadcasters have paid godawful sums of money,” Paul Sweeting, a media analyst who consults through his own Concurrent Media Strategies and writes for Gigaom Research, tells Beet.TV in this video interview. “The audiences are moving online – the broadcasters don’t have these rights because the leagues keep them to themselves.
“The next time the contracts come up, you’re going to get a big fight between the current broadcasters and the leagues over who has the rights to do that.
“If you’re paying tens of billions of dollars for the rights, you cannot justify continuing to paying those license fees. We’re quickly approaching a point where the current numbers will no longer work.”
He was interviewed for Beet.TV at the Consumer Electronics Show in Las Vegas.
Beet.TV coverage of CES 2015 is sponsored by Adobe Primetime. Find all the coverage here.