“It feels like the business, certainly our business, and probably the whole industry, is obviously a year older but definitely a year wiser – and I think maybe a year braver,” he says.
At DMEXCO, SMG will be discussing the marriage of technology and content as well as how to bridge the gap between technology and brands – topics that reflect the business’s direction, particularly around precision marketing.
This interview is part of a series of videos leading up to the DMEXCO conference in Cologne. The series is presented by 4C Insights + Teletrax.
]]>A recent report from Belgium’s data protection agency claimed Facebook tracks computers of users without their consent, whether they are logged in to Facebook or not, and even if they are not registered users of the site or explicitly opt out in Europe.
So what’s the lay of the land? “Data and privacy… the level of sensitivity around those issues is so amplified in Europe compared to the US,” according to Furious Corp CEO and founder Ashley Swartz.
Swartz, who will moderate two panel discussions at the upcoming DMEXCO ad conference in Cologne, Germany, says deploying data-centric ad targeting in Europe is not so straightforward: “The use of data is parsed by country – large companies can’t just roll up a pan-European high-level first-party data set.
“Although programmatic and automation is accelerated more so in Europe than here (in the US) … adoption of addressability and targeting down to an individual level is much slower to evolve.”
However, Europe is not behind in every race. “Netflix is on fire in Europe,” Swartz says. “Adoption of smart television and over-the-top platforms is much than in the US – disruption of traditional media providers is different, but still great.”
This interview is part of a series of videos leading up to the DMEXCO conference in Cologne. The series is presented by 4C Insights + Teletrax.
]]>In Ray’s view, that’s because of factors like the growth of data and programmatic, as well as decision-making over the years over whether to take investment in various media owners and technology companies. As a result, “different holding companies and agencies are now fundamentally taking different positions and having different philosophies,” he says in an interview with Beet.TV.
Going forward, “the client is going to actually have to ask themselves which philosophy and which approach do I align with,” he says.
At dmexco next month, Ray expects discussions with clients and partners to center on the same topics that have been generating buzz all year, namely data, transparency, and the continued migration of legacy media over into addressable, automated channels and formats.
This interview is part of a series of videos leading up to the DMEXCO conference in Cologne. The series is presented by 4C + Teletrax.
]]>“One of the key buzzwords that we’re going to be hearing about over and over again in the next few years; it’s about ‘connectivity’,” Acxiom CEO Scott Howe.
“The rate of innovation in our industry always exceeds the rate of consolidation. Every client, what they long for is, ‘How do I connect it all together?’ The way they can make it work together is through data. Data is the common language.”
Big data analytics company Acxiom employes over 5,000 people in 10 offices around the world and wants to help ad buyers unit disparate data sets in a single space to make buying decisions.
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
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“If all the budgets move in to a programmatic platform, imagine the insights that could be gleaned from an entire media plan being transacted through a DSP that surfaces insights about audiences that could be used to inform maybe even out-of-home, maybe even traditional TV investment, maybe even print,” video ad tech platform SpotXchange‘s programmatic and business analytics VP Merwin tells Beet.TV in this video interview recorded at the DMEXCO conference.
“I’m really excited about that future, but we’re at the top of the sixth inning. There’s still a long ways to go.”
SpotXchange recently sold a stake to German TV group RTL as part of a plan to grow its European business. “The relationship will have a lot of immediate gain, there’s a lot we can do,” Merwin adds. “The team is staying in Denver. We have the same engineering products backbone. We remain autonomous in terms of day-to-day ops.”
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>“I think ‘digital media’ maybe a little narrow,” Starcom MediaVest global operations president John Sheehy tells Beet.TV in this recorded video interview at DMEXCO. “We’ve been through a digital era, that’s probably behind us and now we’re seeing all the advances in technology and what’s possible.”
For Sheehy, that’s a complex but opportunity-laden world in which focusing on identifying and understanding audience for advertisers is key: “You can have millions and millions of people which you able to segment on a much finer basis. Your core competency is audience and audience management.”
In September, SMG was amongst the Publicis agencies to have signed up to use a new internal planner, Always On, powered by Adobe Marketing Cloud.
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>“TV is still very dominant,” agency ad-buying software platform Mediaocean’s Europe MD Sarah Lawson Johnston tells Beet.TV in this recorded video interview with with Ashley J. Swartz, CEO of Furious Corp at DMEXCO. “The ecosystems are very different. Everybody’s talking about TV and video convergence, but it’s not going to happen overnight – It’s going to take a good couple of years.”
Johnston says she knows one way to accelerate the multi-media buying: “The more you automate the buyer and seller relationship, the more they can spread their wings and go across different platforms.”
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>“You need to look at the organisational structure of the media owner and the organisational structure of the ad holding company and understand how both of those entities are re-architecting to come together around automation,” Rubicon Group’s marketplace development SVP Jay Sears tells Beet.TV in this recorded video interview with with Ashley J. Swartz, CEO of Furious Corp, at DMEXCO.
“Automation was germinated inside the holding company entity in the trading desk – if you go back to the early days, they were only folks that knew anything about automation. But the ad holding company execs eventually figured out over the last couple of years, automation can also be a very profitable exercise versus some of the planning and buying processes that have been under severe compression.”
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>“The IP capabilities are so great right now, that makes it easy to focus on just digital video,” tells Videology CEO Scott Ferber tells Beet.TV in this recorded panel interview with LUMA Partners founder Terence Kawaja at DMEXCO. “However, the big opportunity is truly linear feed. We’re focused on the 20% (of industry revenue) – but the 80%. is the big opportunity.
“Very traditional television media buyers are now starting to say, ‘If I could have the data and the addressability of the internet, I would love it.’ They’d love to be able to pick up behavioural oriented data from the internet that they don’t really have in the traditional demographic information (sets) sets.”
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>Now on par with conferences like CES, clients, publishers and partners can interact on a business level and discuss ideas on a deep level, Weisbrich says. And there’s great interest to elevate the conference even more.
“We talked a lot about details, about technology, programmatic, platforms, segmentation and intelligence,” he says. “And we feel comfortable with these topics and would like to find out how to bring them together and apply them to a brand.”
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>Linear TV is still the strongest medium, with 3 to 4 hours of daily usage among targeted audiences, but “second stream” viewing and the use of mobile video is growing alongside it.
“But…we shouldn’t forget that there is ‘lean back’ and there is ‘lean forward,” Uhl says. “There will always be a situation for the consumer in which he just wants to relax and let things wash over him.
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>“One thing that continues to be true is the scarcity of quality video inventory, which is a blocker for more widespread adoption of online video,” GroupM’s programmatic unit Xaxis’s UK MD Nicolas Bidon tells Beet.TV in this recorded video interview at DMEXCO.
“The sell side has inventory but they’re being quite selective about who they want to partner with. “The guys who have the quality inventory only want to work with the best, most reputable brands and the people who they can strike long-term relationships with.”
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>The best way to merge data and creativity though is for brands to test how customers will react to different creative, he explains. “We need to work out how the customer will respond to an ad, but with the [brand’s] data in it. To understand how people react when they see their data is a major part to play moving forward and we’re not there yet,” he says, adding that he’s a fan of different agency departments working closely together, from strategy to technology to media, to make the best use of data-driven creative. “We look at what the creative experience on the front end needs to be and how that is driven by data, and what is the view of that data, which is defined by the strategic leads and the media leads.”
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>“Whilst the term ‘ad-tech’ has been around for a while, that term’s been a bit of an oxymoron – there hasn’t necessarily been that much tech in ‘ad-tech’,” Konrad Feldman tells Beet.TV in this interview recorded at DMEXCO.
“That’s changing. The speed of data involved requires world-leading technology. Many of the advances in Big Data in general have come from advertising companies. The companies that grow to scale in the real-time advertising ecosystem will fundamentally be technology companies.”
Eight-year-old Quantcast’s two core products are Measure, giving website owners free stats, and Advertise, supporting real-time ad trade decision-making.
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>“There is often a trade-off between high levels of efficiency in your targeting or high levels of cover,” he tells Beet.TV in this panel interview with Ashley J. Swartz, Founder and CEO of Furious Minds at DMEXCO. “But there are a small number of publishers that can deliver both efficiency and cover simultaneously – that’s a very new thing, I think.”
Nielsen recently told Beet.TV it aims to weave mobile ratings into its TV ratings in time for the fall season, potentially giving a more holistic view of who is watching what type of programming and on what device
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>“We’re powering ad decisioning and management for 90% of broadcast community in the US,” FreeWheel’s global solutions and corporate development SVP Frans Vermeulen tells Beet.TV in this panel discussion with LUMA Partners founder and CEO Terence Kawaja, recorded at DMEXCO.
“And we’ve been working with Sky and Channel 4 and Channel Five in the UK. We’re very excited to be focused on Europe this year, with a big announcement in a couple of days, hopefully, around a big broadcaster in the northern part of Europe.”
Vermeulen also speaks about the vision of FreeWheel’s new owner: “Part of the future growth of a company like Comcast… they need to be able to provide information and services not just to their own businesses – but also to the rest of the community.”
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>“People maybe are trying to focus too much on one single currency – (that) either Nielsen or comScore need to win,” Yoav Arnstein, the international head of video ad platform LiveRail – recently acquired by Facebook – tells Beet.TV in this discussion with Ashley J. Swartz, founder and CEO of Furious Minds, recorded at DMEXCO.
“No, we need, on the buy side, a few players that are acceptable and people can measure according to. it doesn’t mean a single solution. We cannot have a hundred players, but having five or six that are trustworthy… that’s good enough – that will still create a vibrant enough industry.”
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>“It’s very easy … to take a view that the fast-streaming, uninterruptable, buffer-free, over-the-top experience is the actual experience of humans at large – it turns out not to be the case,” GroupM chief digital officer Rob Norman tells Beet.TV in this panel discussion with LUMA Partners co-founder and CEO Terence Kawaja, recorded at DMEXCO.
“People’s preoccupation is producing 4K experiences now, (but) the number of people in even in the United States and Europe capable of consuming those is a fraction of the ambition of those people that are making them.
“The alleged inefficiency of television is somewhat overstated. The broadcast age facilitated enormous simultaneous reach and proved to be profoundly effective in changing consumer behavior and building brands.
“We’re dealing with the biggest revolution we’ve ever dealt with now. This is even bigger than black-and-white to color. But we handled that well – and I think we’ll do fine this time.”
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>“Advertisers see that targeting can make their campaigns better, but there are still challenges. Devices and platforms aren’t always talking together, and advertisers are finding it challenging to track a user across multiple devices with accuracy and there is always the measurement issue,” he said, in explaining the hurdles.
However, the GRP is still part of the equation, and many video buyers want to use it. “The GRP currency is something everyone is very comfortable with. It helps in planning and measurement and it lets media companies sell more holistically across devices. It is still really important to the various stakeholders,” Joyce said.
The study also found that marketers are expecting a boost in digital video revenues due to data-driven advertising. The use of more and better data makes more detailed targeting possible, which increases the cost efficiency of ads.
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>“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.
]]>“We are working with our mobile media partners on things like being able to share a universal ID that will let us do things like frequency capping…across platforms. The other area is understanding the profile of where the impression is coming in from,” she says, and that entails working with third-party providers on the data to better allocate impressions across a campaign.
For mobile to continue to grow, marketers also need more “good quality mobile inventory,” she says. “Being able to crack the mobile nut at scale is really important. We are seeing demand increase as advertisers follow their audiences into other formats. Liquidity of good quality content is important.”
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>“We built it from the ground up … it allows us to get data that only we can have access to,” Xaxis global COO Mark Grether tells Beet.TV in this video interview.
“We can differentiate ourselves from competitors who only offer (their clients) third-party data which everyone (else) has access to. We just know more about a user – therefore, we can target better.”
Grether says 60% of Xaxis revenue is from video advertising, which has more growth potential even than mobile.
This video is part of series of videos from DMEXCO. Please find all of our interviews from the show right here. Beet.TV’s coverage of DMEXCO is sponsored by Videology.
“We’re still yet to see a lot of the actual agencies grab hold of programmatic, it’s been more run out the trading desks,” says Lewis Sherlock, commercial director for AOL’s Adap.tv programmatic video unit in the EMEA region, in this video interview with Beet.TV at DMEXCO.
“We’re seeing a lot of in-bound enquiries from clients themselves, to run video programmatic platforms themselves.”
Sherlock says Adap.tv may roll out its programmatic trading solution for linear TV ads in six to 12 months, following its recent US introduction.
]]>“The idea of putting a 30-second TV spot as a pre-roll or a CPV video in mobile is dying,” says app advertising group Supersonic’s European MD James Salins.
“What we need … is to educate both media agencies and creative agencies about the virtues of mobile video – which tends to be 10 or 15 seconds. You entertain, inform – and get out.”
Supersonic is currently building out its Beijing office after taking a $15m investment in July to expand in Asia-Pacific. Next up are Japan and India, Salins says.
This video is part of series of videos covering DMEXCO. Please find all of our interviews from the show right here. Beet.TV’s coverage of DMEXCO is sponsored by Videology.
“There will be a big change in the video landscape in China in the coming months,” Xaxis Asia-Pacific MD Michel de Rijk told Beet.TV in this video interview at DMEXCO.
“The Chinese government steps in pretty frequently when it comes to TV. You’re not allowed to show too many entertainment programs around prime time. They haven’t done that on OTV (online TV) yet – but the expectation is they’ll step in there pretty soon.
“The platform players will suffer from that – they will need to show a lot more local content, which makes it less premium for advertisers.”
De Rijk says all 30 Asia-Pacific markets in which Xaxis operates are different, and challenging: “Massive inventory issues in Australia, very performance-focused in countries like India and lack of local inventory in South-East Asia.”
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