But now, new techniques offered by connected TV platforms promise a lot more.
In Elevated Video, a Beet.TV leadership series presented by TripleLift, eight executives explored what that opportunity looks like.
At TripleLift, the native ad company that has launched a connected TV offering in beta, advanced advertising GM Michael Shields says formats like ad insertions into TV shows, split-screen ads and other overlays “allows publishers to lower ad loads”.
“Unscripted, lighthearted comedies… you’ve probably seen our units in a lot of cooking shows – we think that that’s going to be the future ad model for a certain kind of programming.”
Native Advertising Has Key Role in Future of Ad-Supported TV: TripleLift’s Michael Shields
At Havas’ Media Group’s health practice, managing partner Peter Sedlarcik welcomes the greater finesse available in contextual ad data.
“Contextual has really had a renaissance. We’re using more contextual data streams in order to inform strategy. There’s more of a balance now between purchased based data sets that have been kind of pre-eminent in a lot of the planning that we’ve been doing as an agency.”
Dentsu Media U.S. media partnerships EVP Sarah Stringer says buying connected TV is still “very convoluted”.
“A lot of different people sell a lot of the same channels, which means that we’re not getting that single point of view. You’re not getting the efficiencies that you want. How do we demystify the marketplace?”
Immersive Ad Experiences Promise Optimized Results: Dentsu’s Sarah Stringer
At cooking video producer Tastemade, Jeff Imberman, head of sales and brand partnerships, says connected TV manages to combine the best qualities of TV and digital.
“It’s traditional yet progressive all at the same time. You’re still able to serve 15 and 30-second ads the way a linear network can – but what makes it really compelling is it’s delivered in a digital format across digital pipes, so it allows for very unique targeting, contextual especially.”
For Team Whistle, a digital sports content producer, Anthony Susi, vice president of over-the-top sales, says audiences give positive feedback to brand partnerships in its content.
“Picture Bear Grylls wading through the water with a Powerade ad behind it, things like that. We do it in an organic way and not really force down your throat.”
Branded Content Helps to Engage Younger Audiences: Team Whistle’s Anthony Susi
MediaScience CEO Duane Varan says the advertising world is no longer about everyone using a “one-size-fits-all” paradigm of buying 30-second ads using traditional currencies.
“That model is flawed in a lot of ways. All brands are not the same. All categories are not the same. Our objectives are not the same. Every brand needs to discover the best in class measures delivering against those specific communication objectives.”
‘There’s a New Paradigm for Brand Integrations on TV’: MediaScience’s Duane Varan
Srinivasan KA of Amagi, a company that helps enable linear ad-supported streaming channels, says changing consumption patterns mean media must change.
“Nobody just has the patience for sitting through 10 minutes of advertising on a per hour basis. You’re going to have much more integrated ad formats. Native advertising on connected TV would kind of blend both content and advertising in a seamless fashion.”
Liza Davidian, EVP of investment and activation at GroupM, says connected TV can be the start of a sequenced conversation with consumers.
“If it speaks to me again on a more personalised device like your Instagram or any type of social media on my phone, I applaud an advertiser who further digs deeper into the funnel and makes their message a little bit more customised.”
]]>Customized Ads at Scale Are Key to Optimized Video Campaigns: GroupM’s Liza Davidian
But, in that sizeable portion of OTT which remains ad-supported, an emerging strain of strategy thinking is this – OTT doesn’t just offer hope of precise audience targeting, it allows marketers to close the loop with purchase attribution.
At least, that is what Sargi Mann hopes. In this video interview with Beet.TV, the ad agency Havas’ VP and EVP of digital strategy gets excited about the potential innovation.
“How does viewing an ad in a digital environment then make me walk into a store in the physical world and buy something that I’ve seen?,” she asks. “The ability to analyze and measure that, that is the holy grail that everybody wants.
“Sixty percent of the people who watch any OTT content have admittedly said that they look up products that they see when they’re viewing the content. That, to me, is the power of the mechanism still there.
“(I like) the ability for a marketer to understand that identity graph from point A to point Z … with a partner like Amazon, where the moments we are spending on that platform, whether it’s for buying or for consuming content… leveraging those insights and those behaviors to see how the product moves.
“But applying that principle not just within Amazon but outside of it, how does viewing an original series or a network series on Hulu change a consumer’s behavior or affect a consumer’s behavior on what they do next? ”
This video is part of a series about the emergence of OTT as an advertising platform. For more interviews, please visit this page. This series is presented by Premion.
]]>“The market is crying for more video. There is a huge shortage on that market,” says Dominique Delport, who is President, International & Global Chief Revenue Officer, at Vice Media.
In this interview with Beet.TV at the annual DMEXCO conference, Delport says two main features of VICE Media Everywhere are premium content in brand-safe environments and the ability to reach the 18-35 audience that isn’t being addressed by legacy media providers.
“The other issue is it’s super complex,” Delport explains. “We moved from medium is a message to medium is a mess. Today, to buy video with all the platforms, all the formats, is incredibly complicated.”
VICE Video Everywhere guarantees that brands’ advertising assets will only run on VICE owned and therefore produced content. Viewability is addressed through the offering of a vCPM pricing model for advertisers that prefer a 100% viewable approach. Measurement for buys is available through a number of market leading third parties.
To reach the 18-35 audience at the core of VICE’s offerings, “You have that ability, I would say in one click, to tap into Facebook, Twitter, Snap, Apple News, Roku, Viceland, YouTube, great video inventory vice premium content,” Delport adds.
He estimates that VICE produces some 1,500 pieces of content daily, in local languages, for audiences that include 55 million people on Snapchat. When the company started up in India a few months back, it decided to champion the cause of rights for women and LGBT people.
“After a few months of pushing the society forward, to see the Supreme Court decriminalizing LGBT behavior in India is a big achievement for the Indian society, and we’re very proud, even humbled, to have contributed to that change. We give a mic to a generation that is still very unheard by the legacy media.”
Having joined VICE four months ago from Vivendi Content and Havas, reporting to new CEO Nancy Dubuc, Delport describes himself as “still a rookie, still an intern, learning every day and impressed every day with what Vice has delivered so far.”
This interview is part of a series titled Advertising Reimagined: The View from DMEXCO 2018, presented by Criteo. Please find more videos from the series here.
]]>“They are looking to us as change agents, as transformation stewards, to help them do that because they realize that it’s very difficult changing their own organization sometimes,” Ankeney says in this interview at the Cannes Lions International Festival of Creativity.
“And sometimes it’s actually easier to do it through the partnership with and the lens of an outside media agency partner. No place like Cannes to inspire that sort of thinking and conversations.”
Being accountable to clients’ business outcomes is “a huge challenge,” but having made transparency and data two priorities has paid admirable dividends to Havas as measured by account wins, according to Ankeney.
“For us, we focus on the meaningful data and the meaningful data is what we hold ourselves accountable to. It’s what supports the business challenges and business objectives of every client and that enables us focus on being accountable to our clients.”
Sometimes it’s a matter of leading clients to transformation. “They know they want it, they know they need it, they know that there’s concern there. Sometimes they need us to help them understand it.”
Others are “very advanced and very knowledgeable and they are pushing us, demanding from us that same thing. Luckily we’re of like minds when we get there so it’s a very easy conversation for us to have.”
With a background at such agencies as J. Walter Thompson, TBWA\Chiat\Day, Carmichael Lynch, Doner and Initiative, Ankeney has roots on the creative side but is more than happy to be engrossed in media.
“I love more focus on media because it means our role is becoming more meaningful with our clients and we can have more meaningful partnerships and relationships with our clients,” he says. “Whether it’s accountability or transformation or you name it, the more focus on media the better as far as I’m concerned.”
This video is part of a series produced by Beet.TV at Cannes Lions 2018 about advertising accountability presented by Mediaocean. Please find more videos from this series here.
]]>This video is a highlight compilation our several of our conversations.
The first three are a related trio of concerns. Quality storytelling derives from consumer data and insights, the end product of which can be ripe for brand integration. Meredith Corporation’s extensive presence at the NewFronts was crafted to address all of these concerns.
“We’re trying to create advertising that becomes what people are interested in, rather than simply interrupting what they’re interested in,” is the way that Shane Akeney, President, Havas Media Group NA, sums things up in this video compilation, which Meredith presented in its NewFronts event on the big screen at Manhattan’s Hudson Theatre. “Big leaps can be made in creating content that is so compelling that consumers want to watch it, want to see it, want to actually be experiencing it.”
Rather than “insert” themselves into content, brand should be there “because they’re making the content better,” says Matt Seilor, President Brand Solutions, Dentsu Aegis Network.
Accountability means measurable returns on advertising spend. “I think the days of an advertiser just kind of spending money and hoping for the best are over,” says Jason Harrison, President and Client Partner, Essence.
Brand safety was a major theme during the week of NewFronts events, echoed by most participants and those featured in this video. They are:
Marla Kaplowitz, President & CEO, 4A’s.
Will Warren, EVP, Digital Investment, Zenith Media.
Yin Woon Rani, VP Integrated Marketing, Campbell Soup Company.
Christine Peterson, Managing Director, Digital Investment Lead, Mindshare.
Shane Akeney, President, Havas Media Group NA.
Matt Seilor, President Brand Solutions, Dentsu Aegis Network.
Jason Harrison, President and Client Partner, Essence.
Joe Barone, Managing Partner, Brand Safety Americas, GroupM.
Ben Winkler, Chief Investment Officer, OMD.
Joe Barone, Managing Partner, Brand Safety Americas, GroupM.
Louis Jones, EVP, Media & Data, 4A’s.
This video was presented on May 4 at the Meredith NewFronts presentation on the big screen of the Hudson Theater.
This video is part of a series titled The Road to the Digital Content NewFronts. It is a preview of topics to be explored at IAB’s NewFronts, which begin on April 30. This series is presented by Meredith Corporation. For the full version of videos from the series, please visit this page.
]]>In this video interview with Beet.TV, Havas Media Group North America president Shane Ankeney acknowledges “everyone is a little intimidated” by the disintermediation chatter.
But he says agencies still have a big role to play in counselling clients that are sometimes too pre-disposed to throw the kitchen sink at ad campaigns.
“Data coming in from anywhere, just because you have a lot of it doesn’t mean that you’re better with it or better at it,” he says.
“Many clients come to us and they bought everything, they’ve signed up for everything, they’ve brought in every tool. What we try to bring some clarity to and try to simplify is ‘What are the most meaningful data that we need to help drive their business?’, and that’s what we tend to focus on and we tend to help our clients focus on.
“We start off a relationship by just cleaning up, organizing and funneling all their data into one usable place so we can get the most out of it.”
The threat posed by platforms to agencies’ traditional place at the fulcrum of media spending is one driver behind the recent downturn in earnings and share prices of some agencies.
Ankeney isn’t the first to say that agencies can protect their place at the table by playing a stronger role as advisor and trusted friend.
But that imperative also comes at a time when changing audience preferences are forcing a re-think in how ads are conceived, created and communicated.
“Ultimately, what we’re trying to do is we’re trying to create advertising that becomes what people are interested in rather than simply interrupting what they’re interested in,” he says.
“I would rather see the industry move toward that to continue to create great content that consumers find compelling enough to actually want to watch, if not even seek out or give us permission to share with them rather than simply interrupting what they’re interested in.”
This video is part of a series titled The Road to the Digital Content NewFronts. It is a preview of topics to be explored at IAB’s NewFronts, which begin on April 30. This series is presented by Meredith Corporation. For more videos from the series, please visit this page.
]]>“I think that we are on the verge of a massive transformation in the way brands are trading with people directly,” Delport says during a break at the 2017 DMEXCO advertising and trade show.
He cites as an example a consumer packaged-goods company doing business in China, where the social platform WeChat was released by Internet services provider Tencent in 2011 and has become a way of life for many young people.
“The first thing they tell me is, ‘Oh by the way, we’re doing fifty percent of our business through social networks.’ WeChat is not only one of the most impressive social networks, it’s also a massive social commerce platform,” Delport says in this interview with Beet.TV.
“So if you want to understand what social commerce will be, go to China. They’re already there.”
Peer-to-peer recommendation “is stronger than top-down advertising,” Delport adds. The bottom line for brands: they need to understand influencer marketing, content marketing and social comments “because all of these three components are working together.” An “influencer” doesn’t have to be at the awareness level of a Kardashian.
“An influencer is someone like me. I’m talking about everyone who can publish a video and push advice or the test of a product or service. This the way people will buy,” says Delport.
Recent surveys show that 50% of “very young consumers” would love to buy things on social networks with just one click, according to Delport.
“We are in an organic world now that needs organic marketing. This is exactly what we preach. You need to invent the tools and the measurements for that world where owned assets, earned assets, shared assets and paid assets have to work altogether.”
“Welcome to the Vibrant Future,” a video series of thought leadership from DMEXCO 2017 presented by Criteo. For more videos please visit this page.
]]>To provide more clarity and faith in the programmatic transaction process, Havas started with “a very simple statement” about demand-side platforms. “A DSP is not neutral,” Delport explains in this interview with Beet.TV at the 2017 DMEXCO advertising and trade show.
“If you put an amount of money with some KPI’s, whatever the DSP you will have very different results. You need to manage and optimize money to different DSP’s in parallel with your campaign if you want have the best result for your clients.”
Havas had 30 developers writing in excess of 100,000 lines of code to build a trading solution for its clients. The result is the global communications group’s Client Trading Solution (CTS), a fully transparent control tower displaying all programmatic trading that allows clients to track and monitor their programmatic buying in one place.
“We saw that there was only one way to restore trust, with an open platform. A platform that everyone can connect with,” Delport says.
Along with its ability to improve programmatic transaction transparency, CTS is touted as a better alternative to some brand marketers taking their programmatic efforts in-house.
“But you don’t have to manage people, you don’t have to manage the ever-changing tech, you don’t have to manage research and development,” says Delport. “You pay just a premium to see everything. And to have the total transparency and tranquility of knowing where the money goes.”
He still believes more needs to be done, because people who commit fraudulent digital media practices are usually one step ahead of the industry’s “detectives.”
Havas is applying CTS to brand safety as well, “to ensure that every inventory is absolutely clean. I think that we can say that we have under three percent of fraudulent inventory in our engine. It’s too much, but it’s much lower than the industry standard.” Another industry standard, this one impacting Europe, is looming over the advertising industry. Between now and May 28, 2018 there is be “a new frontier” in the form of the General Data Protection Regulation, the European Union’s biggest change in privacy regulation in 20 years.
“Every company needs to rethink the way they’re collecting first party data, to rethink the way they are collecting user ID’s on their social networks or their different online interfaces,” says Delport.
This video is part a series that examines programmatic from both the seller and the buyer perspective. It is presented by PubMatic. For more videos from the series, please visit this page.
]]>When the world was betting on a Hillary win, Havas deployed what, like large tech firms, it is now calling its “cognitive” technologies, on 15 million news articles, candidates’ speeches and a billion social posts by 10 million US voters.
“The platform was predicting a Trump win even two to three weeks before the election,” Havas global head of marketing innovation Jason Jercinovic tells Beet.TV in this video interview.
“We were mystified. What came out of that was how Donald was doing that – he was targeting voters that had been switched from voting for Obama (using) very sophisticated targeting and pushing material to them to cause them to think in a certain way.”
Jercinovic’s crystal ball partly relied on topic classification technology from IBM Watson’s suite of cognitive APIs. Havas deployed the findings in an election-night special show by the UK’s ITV News.
Now Havas is building the platform in to an offering its calling Eagle.Ai, for determining the outcomes and key issues of other elections.
But, for Jercinovic, Eagle.Ai’s findings have actually given cause for concern – about the technology now available to both politicians and advertisers alike. The practices of Cambridge Analytica have concerned some observers.
“You can predict the future, outcomes, even influence those outcomes and effect behavior,” he tells Beet.TV. “Thus, we need to act with a mature responsibility and speak from a point of ethics. Now is the time to do that … we need to protect ourselves from ourselves.”
So Havas is involved in bringing together ad agencies to develop guidelines around how to use new AI technologies. Media agency executives are now sharing ideas for how to conduct consumer profiling using artificial intelligence, as one agency urges the industry to adopt its code of conduct to avoid damaging privacy violations.
Jercinovic says the power of AI applied in advertising could be huge – and also destructive.
“Potential violation of trust could be damaging beyond belief,” he says. “Many companies have deployed a set of APIs which you can basically interrogate a data set. That allows you to pull these insights out that can be very personal, can be very intimate…
“(With) 400 or 500 Facebook posts (analyzed), I can effectively map (a person) to Myers Briggs or an OCEAN personality demographic and infer a lot of things. Therein lays the existential challenge – with that power to have those insights, you can know more about a consumer than potentially they know themselves.”
The application of running those APIs on available consumer signals is significant, for anyone trying to target the right consumers.
Jercinovic imagines: “It’s not hard to determine inferences of things like sexual preference, political affiliation, purchase intent etc. and thus the responsibility is critical now for us to look at ways we can protect them, make sure they see the value of these exchanges.”
For one thing, Europe’s forthcoming General Data Protection Regulation (GDPR) make this sort of profiling highly questionable without explicit consumer opt-in permission.
And Jercinovic reveals agency rivals are now discussing with each other how best to exploit the new opportunities whilst also ensuring consumers’ wishes are respected.
“We’ve been putting forward a code of conduct around this, a system of trust which is based around self-regulation, industry-wide,” he says. “We share ideas across many of the holding companies.”
This video is part of Beet.TV’s AI Series from Cannes Lions 2017, presented by The Weather Company, an IBM Business. For more from the series, please visit this page.
]]>It may seem incongruous, but, as executives in industries the world over scramble to assess the benefits promised by AI, advertising decision-makers are amongst those getting excited.
“At the agency level, we have a unique opportunity,” says Havas’ global managing director Dominique Delport. “The way we are going to reach new heights .. is the moment we can bring more and more automation.
And Delport draws a parallel with what happened on the New York Stock Exchange more than a decade ago, when new automated trading software was introduced, meaning many trades are now performed by algorithms, not traders on the floor.
“(It is) exactly what happened in the financial markets and the trading floor, where (the) computer sits next to traders,” Delport adds. “Traders and quant analysts and computer help to make the engine work better.”
At Cannes, discussion of AI’s application in advertising has ranged from interactive 3D faces to personalization. Delport says Havas has already begun to plug AI in to its software stack.
“We start(ed) implementing AI components in our latest version of the meta-DSP, and our new programmatic platform, CTS … to have smarter decision-making by providing the top 30 trading strategies,” he adds.
This video is part of Beet.TV’s AI Series from Cannes Lions 2017, presented by The Weather Company, an IBM Business. For more from the series, please visit this page.
]]>Marketing agency Havas Media Group is amongst those wary of the new reality.
“Advertising is less and less acceptable for many consumers,” Havas Media Group global MD Dominique Delport concedes in the video interview with Beet.TV. “There is less and less acceptance of interruption, especially on mobile.
“When you have more than 250m people getting so upset that they put an ad blocker in their system, download it in their browser and kick any kind of ad coming, I think it’s a wake-up call – something is wrong.
“There is a necessity … to really try to clean the slate … go back to the consumer with trust, and say, ‘we want that moment of time to be the most entertaining possible’.
That’s why Havas is looking to route around the traditional advertising model, by turning to in-video, post-production product placement.
Its creative agency subsidiary Arena just signed a deal to put product placements in programming on Vice Media’s Viceland TV channel.
The placements are powered by Mirriad, the London-based technology that can super-impose brands’ products in to TV and video programming. Mirriad has been going a few years now, but the technology has been evolving and, in light of the ad blocking growth, the necessity may be greater than ever.
The software blends images in to even old, archive programming, meaning producers don’t need to make a conscious plan for product placement at shoot, and meaning long-tail shows can have a commercial life, long after first broadcast.
Havas reckons its clients will spend $25m through this channel in the next 12 months. That is a significant indicator as to the scale of the model, as well as a market of the expected size of Viceland itself.
]]>In these days of cashflow uncertainty, however, many bands and singers are only too happy to work with brands – and marketers are falling over themselves to buy in some music cool.
Havas Media Group and Universal Music Group consummated their affection 12 months ago, when they formed the Global Music Data Alliance, an initiative to “create powerful marketing and advertising opportunities for brands”. One year on, how does the program sound?
“All these examples have now been scaled in more than 30 countries, with dozens of implementations,” says Hamas Media Group global MD Dominique Delport, in this video interview with Beet.TV.
“It has been incredible – the pace, enthusiasm and motivation of everyone, even the artists.”
Delport says a banner example was this campaign for UK clothing etailer Very, which paid London duo Rizzle Kicks to re-record DJ Jazzy Jeff & The Fresh Prince’s “Summertime“.
“The 50 guys on the screen during the barbecue party, all the clothes were shoppable – one click and you buy it,” Delport says.
“The ROI has been 6-to-1 … for less than a half-a-million investment. All that has been possible because the data, brands and bands have worked together.”
Expect to see even closer working between bands and brands in 2016.
Our coverage of CES 2016 is presented by Adobe.
]]>Speaking from there, Havas Media Group global MD Dominique Delport concludes: “Every marketer should become a user experience designer. We are now living with apps. The way we interact with apps and technology will also define the way we brands and appreciate these brands.”
Havas seems to have been doing pretty well amid digital change. Delport says the agency has been winning “new brands, new partners, global accounts in more than 15, 20 countries every two months and a half”.
Despite industry debate over what agencies’ role is in an era when clients can perform some of their traditional functions using technology platforms, Delport asserts: “Brands need change agents”.
Now, new change is around the corner, built on recent developments in marketing automation. “Programmatic is providing a great help to target better, understand better,” Delport adds. “What can be automated will be automated – not only in advertising, in every compartment of our lives.
“Every product will contain some sensor that capture information to make our life easier, not more scary or more complicated. Simplicity needs to become that pillar of the way we think.”
Our coverage of CES is presented by Adobe.
]]>Havas is working with an audio exchange and other partners to deliver programmatic audio advertising in France and the Netherlands.
“Audio is an inventory source,” Havas Media Group programmatic solutions head Hossein Houssaini tells Beet.TV in this video interview. “Nobody was looking at it because everybody went in to the visual space from a programmatic perspective. But, from a touchpoint perceptive, … audio plays a major role.
“If you can spot the consumer … with an audio ad … and then retarget later with a digital out-of-home (ad) … you can do a lot of interesting advertising.
“It opens up a new field of data, which is emotional data. Based on a playlist, you can say what emotion that person is in right now. It may be the same message with different colour… you’re happy, angry, sad. That changes the varieties or how you advertise.”
This video was produced at the Future Of TV Advertising Forum. Beet.TV’s coverage is sponsored by Xaxis. You can find more Beet videos from the conference on this page.
]]>“I think we have the combination of a good strategy … and the right people in the right place,” he says. Bolloré was interviewed by Beet.TV earlier this month at the DMEXCO conference.
In its recent earnings report, Havas reported that revenue was up 19.2 percent in the first half of the year over the same period in 2014.
Bolloré also observes that the shift in how media is consumed is visible just about anywhere you go. He recently took a two-week vacation with his daughters, and the large TV set in their living room wasn’t turned on once.
“It was never on, never. But at the same time, they have never watched [so much] content. So you can see that people are watching content but in a different way, so the TV landscape needs to adapt,” he says.
He also observes that ad agencies should be agents of change that help clients navigate these challenges: “It’s a quite interesting place today to be seated at an advertising agency because you can see the world changing and you’re a key actor.”
This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.
]]>Consumers are engaging with video on nearly every platform and service across most digital devices, he says. From Vine to Instagram to YouTube to Facebook, they are participating and engaging in video in new ways.
As this video landscape changes, brands need to stay abreast of new technologies. “Brands need to try and to test. It can’t just be putting their copy on TV, but shorter online. They need to be their own publishers,” he said. Content production is important especially as consumption barrels in new directions. As an example, Delport points to South Korea, which isn’t a “mobile first” culture now, but more of a “mobile-only” one with 85% smartphone penetration. Also, in China recently, a documentary about smog pollution was seen millions of times via an app, he says. These underscore the worldwide shifts.
Marketers need to be aware of how quickly habits are changing and how new technologies in mobile and video are driving disruption, he adds.
This video is part of our series about the future of video advertising, produced at Cannes and presented by Teads. The video was recorded on the Teads yacht. For more videos from the series, please visit this page.
]]>That can present a possible opportunity for Havas, which has been quickly growing its business and positioning itself as a “challenger” agency. Delport said Havas has added one big global client every two months for the last two years. Part of this shift is the increasing importance of digital, and the opportunity for marketers to more closely evaluate and automate buying, with options such as programmatic. “What can be automated will be automated. Thinking of that evolution is [leading advertisers to ask] if they are with the right partner,” he says.
Data is the currency for the present and the future for brands, and they need to be able to control the use of it. That’s why marketers are asking if they are paired up with the right partners, and who they even need to work with in a media world that’s more dependent on technology and automation, he adds.
This video is part of our series about the future of video advertising, produced at Cannes and presented by Teads. The video was recorded on the Teads yacht. For more videos from the series, please visit this page.
]]>Havas Media channel investments EVP Melissa Keller says her agency has gone from “seeding” experiments with clients last year, to implementing full-on “roadmaps” this year, in an interview with Beet.TV about the future of TV advertising.
And multi-platform advertising sales software firm Invision’s CEO Steve Marshall agrees: Two years ago, we were reaching out to our customers … (their reaction) was, ‘Run to the hills, get away from this as fast as I can’. Tn the last six months … that’s changed quite a bit. They’ve said they have to invest. everyone is taking it seriously.”
“Programmatic” techniques have shaken up the online display ad sales market. Now it has arrived in online video. Mainstream TV roll-out is harder still, but many think specific implementations will happen eventually, albeit not quite in the same guise as online programmatic.
“It’s not going to be for a while,” Keller says. “What we push is, it’s going to be data-informed television. If there is an ability for television to move from demography to audience buying, we need to dive in.”
Marshall thinks cable operators will begin better leveraging the customer data they own through their set-top boxes to offer better targeting capabilities. They were interviewed by Dan Ackerman, Senior VP of ONE by AOL.
We spoke with them this week at a taping of industry titled Why TV Advertising Will Never Be the Same. The event was co-produced at AOL in partnership with Beet.TV. For more videos, please visit this page.’
]]>One factor is lack of a common, open format for audience targeting data, says Havas Media channel investments EVP Melissa Keller.
In an interview with Beet.TV, she targets “getting standardization of the metrics we’re looking at and going beyond one (provider’s) ecosystem.
“They’re only optimizing within their set. That’s great if the core customer’s watching those seven networks, but I watch more than just those seven networks.”
For multi-platform advertising sales software firm Invision’s CEO Steve Marshall, a big problem to making programmatic TV happen is complexity and fragmentation.
“Programmatic’s biggest challenge moving in to the audience buying world is, how do I manage my inventory,” he said? “Before, I had very standard day-parts that I sell and every advertiser fits in to that.”
We spoke with them this week at a taping of industry titled Why TV Advertising Will Never Be the Same. The event was co-produced at AOL in partnership with Beet.TV. They were interviewed by Dan Ackerman, Senior VP of ONE by AOL. For more videos, please visit this page.’
]]>]]>
CHICAGO — “Native” advertising gathered a head of steam in 2014 but, with as many definitions as there are people trying the technology, what do some leading ad tech execs think makes the concept tick?
“There are a lot of different definitions of ‘native’ advertising,” according to outstream ads technology vendor Teads’ US GM Jim Daily. “The type of outstream units that you might see in the marketplace can be considered ‘native’ in their application because of the contextual relevancy.”
In a Beet.TV panel, Daily gave an example of a financial services provider which had deployed a two-minute video about home refinancing: “Making sure we’re putting a video in the correct contextual environment adds value to the consumer.”
]]>
A Beet.TV panel discussion heard executives’ answers:
They were interviewed by Elaine Boxer, director of industry initiatives at the IAB, last month at the Beet.TV video summit about video advertising outside of the pre-roll. The event was presented by Teads.
]]>“You have the ability to story tell based on data at hand. You use data as you are doing resesrch for helping create the story, then once it’s in place, you can mine for more infortmation. It’s a journey and a process, and something marketers need to do more of,” he says. The digital medium affords opportunities for marketers to test messages with different audiences and to target in precise ways, he adds.
For instance, a Havas client like Dish can use data to try to connect with consumers that are ready to change pay-TV providers. “We look for the right triggers to deliver the message to them,” he says.
For more insight on the interplay between data, digital and storytelling, check out this video. Huynh was interviewed by Paul Kontonis, CMO of Collective Digital Studio, at the Beet.TV leadership summit on the transformation of television, presented by AOL. Please find more videos from the event here.
]]>They were interviewed by comScore co-counder and executive chairman emeritus Gian Fulgoni, at the Beet.TV leadership summit presented by the Jun Group. You can find more videos from the summit here.
]]>“Because of segmentation and targeting, it is a great ad platform and great way to reach millions around the world,” he says, adding that Facebook is easy to scale and has robust data behind it. But Kendall cautions against using autoplay ads on Facebook since they have the potential to annoy users, as they do with display. “[Facebook] wants to make sure marketers can track everything, but how far can they push and not irritate consumers,” he asks.
However, marketers with video need to be using Facebook because it’s the top driver for video content. “You cannot reach a target more accurately now than you can on Facebook,” Kendall says. Given the diminishing reach of organic posts, paid Facebook ads are vital, he adds.
Even so, many younger consumers are using Vine and Instagram, so marketers should be on those services as well.
Kendall was interviewed by Gian Fulgoni, co-counder and executive chairman emeritus of comScore at the Beet.TV leadership summit presented by the Jun Group. You can find more videos from the summit here.
Update: More about the growing impact of Facebook in this article by David Carr in the New York Times.
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