Appearing at Beet.TV’s cross-platform monetization summit, hosted by Starcom MediaVest and sponsored by Dailymotion, north America SVP Roland Hamilton was asked whether the service supported programmatic plus mobile.
“It will,” he said. “We’ll be announcing some integration in the next six weeks or so. Programmatic – we’re going where the market is going. We want to allow ease for buyers to be able to access our inventory. We’re doing that.”
Hamilton has previously told Beet.TV Dailymotion would soon be announcing the addition of third-party ad targeting data when it announces a partnership with a data management platform (DMP) shortly.
Watch our full video interview to hear about mobile video consumption around the world and how Dailymotion is targeting ads at mobile users.
]]>Now NowThis News is beaming this micro mobile content on to hundreds of screens in malls and college campuses – and marketers can hitch a ride, too.
SVP Frank Kavilanz told Beet.TV’s summit on cross-platform monetization, hosted by Starcom MediaVest Group and sponsored by Dailymotion, about his deal with AdSpace Digital Mall Network that puts NowThis News’ original news videos on screens in 206 malls across the US.
“We program 15-second and 30-second video news segments in a four-minute wheel that reaches 25 million people weekly across these malls, and 48 million people monthly,” he said. “When news breaks, we’re able to flash news across these 5.5ft-tall screens.”
The extension means NowThis News’ nascent advertiser offer – branded videos alongside news videos, videos produced for brands’ own use and real-time marketing video productions – will also go out on big screens.
Watch the full interview to find out which section NowThis News will launch next on Instagram.
]]>Asked by moderator Ashley Swartz of Furious Minds whether marketers are using quantitative or qualitative methods to judge campaigns, guests emphatically said: both!
“CMOs are trying to be more quantitative – but they’re also forced to be short-term,” Nielsen’s digital client services SVP Andrew Feigenson said.
“They always talk about the average life expectancy of a CMO. The moment the brand is not resonating, the CMO also has a problem, because the CEO is going to pick up on that. There has to be a qualitative/quantitative balance.”
Forrester principal analyst Jim Nail echoed: “That idea that there has to be a binary decision is exactly what keeps us stuck in this period. There’s a lot of stumbling around. We haven’t broken the old models. It’s a much more complex world – we’re going to have another two to three years of random experimentation until we find that new formula.”
And Starcom USA investment and activation president Amanda Richman said marketers are still using the “funnel” approach to assessing campaigns:
This is an exciting time because of the mix of art and science. There are many more formats we can start developing beyond 15- and 30-(second ads) – pushing more in to 6-second and shorter-form, but also long-form.”
Watch the full video for more of their lively discussion.
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