“We’re trying to help people move away last-click attribution,” Google EMEA performance solutions MD Ian Carrington tells Beet.TV in this video interview. “A lot of people are using last-click attribution models. That means they’re not valuing mobile correctly.”

In last-click attribution, the value of a purchase made by a consumer is attributed to the last click she made on the journey.

But the model is falling out of favor in a multi-channel world.

“Sixty-five percent of users will start their journey on a mobile and complete it on a different device,” Carrington stresses.

“Users will often search on a mobile device and go to a physical location. We can understand that behavior and help advertisers to value a customer who’s walked in to the store after using their mobile device.”

This video was is part of Beet.TV’s coverage of Mobile World Congress presented by Light Reaction.   Please visit this page for additional videos from Barcelona. 

Hand in hand, he anticipates a boost in third-party ad serving, based on the growth his firm has seen in that area. Medialets grew its business 100% in 2015, and expects continued gains in the years ahead, given the boon in mobile. Medialets works with the five big holding companies.

“We will see a snap back and I think there is a huge pent-up need for mobile advertising by all the leading advertisers since usage is far surpassing digital on the desktop,” he says, and that growth includes in third party ad serving. There is a realization that advertisers need an independent count and measurement for their ads, he explains.

Another area of growth and change will be in the creative associated with mobile video. Given the consumption of short-form videos from YouTube and SnapChat, advertisers are considering whether three-second spots could work in mobile, he says. “It is a whole rethinking of how the creative shops view video,” he says.

With smart phone growth taking off worldwide and in developing countries, bandwidths costs will go down. Brands are testing different strategies in different regions and integrating apps into the phone in a deeper way. “The phone is becoming a deeper extension of the digital life and that all becomes a virtuous circle for a better, faster, cheaper phone,” Glassberg says.

The company was acquired by WPP last year.

But that threat to mobile could benefit another media, one ad tech exec reckons.

“It is incredible. Things like ad blocking, view ability and fraud – it feels like there’s going to be a step back, as it relates to digital display in mobile,” according to Mediaocean CEO Bill Wise.

“At the same time, video is exploding – there’s not enough good display for video. Those markets that look and feel more like TV will inherently benefit, because it’s not just around the direct response dollar, it’s around the brand dollars.”

Mediaocean’s Recent Sale 

Mediaocean sold a majority stake to Vista this summer which valued the company at $720 million. Wise says the sale to Vista is all about finding a partner to accelerate growth.

“We’re going to get very aggressive in terms of acquisitions, we’re going to get very aggressive in terms of developing new products and overall market development, we’re going to hire a bunch of people as well,” he adds.

“Publishers are looking for new innovative ways to monetize their content feeds,” he observes in an interview with Beet.TV recorded at DMEXCO last month. As a result, many have followed in the footsteps of social platforms like Facebook, Twitter and Instagram to develop a native offering.

However, latency has been a problem in native video advertising. Users who are scrolling quickly through a content feed may just see a buffering signal where an autoplay video is trying to load, and no impression is recorded for the advertiser, which signifies a lost opportunity. He says Opera has technology “that instantly places a video ad.”

In a recent study with ComScore, Opera developed creative best practices for native video. They include hooking users with “thumb-stopping content” in the first two or three seconds instead of developing long 30-second story arcs that may work for TV, as well as not being reliant on audio, since many users are bound to be scrolling without sound enabled.

“Make sound secondary,” Yang says. “Sight and emotion are the primary heroes in native video ad creative.”

Opera Mediaworks was acquired AdColony last year.

Some in advertising are jumping to act.  “We are closely working with the IAB, 4As and ANA to identify anti-ad-blocking solutions, some of which are directly content-related,” GroupM’s managing partner for digital ad operations, Joe Barone, tells Beet.TV in this video interview.

“Publishers will have the opportunity to promote to their users – ‘If you want this content, you need to turn off the ad blocker or there might be some micropayment involved’.”

This Bloomberg article investigates the possible threat to publishers. The Washington Post has already begun blocking ad-blockers.

In truth, Apple is not launching an ad blocker. Indeed, in iAds, the Cupertino company operates a mobile advertising business of its own. But its extensions will allow Safari users to block content – whether that be mentions of the Republican party, Mail Online in its entirety or, yes, ads. Barone says Safari represents “a big chunk of traffic”. Apple is far from alone – one of the leading developers of ad block software for the desktop has just released an ad-blocking mobile browser.

An early 2014 study put the number of people blocking ads at 4.9%. Later studies seem outlandish, but are nevertheless scaring the horses.

“Some numbers say as much as 16% to 25% of US traffic is blocked,” Barone says. “It was more prevalent outside the US. We’ve reached a point where we can’t no longer say that it isn’t an issue in the US.”

“The real concern is targets like millennials, IT professionals, who are almost invariably using ad blockers.”

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.

“It’s sometimes an afterthought,” IPG Mediabrands global mobile head Travis Johnson agrees, in this video interview with Beet.TV

“We’ve got clients … seeing upwards of 50% of their site traffic come from mobile devices, and they’re dedicating 1% of their spend to driving people there. (Only) a few percent of global media spend is going to mobile. They’re not making the most of that.”

What accounts for this ongoing schism? And isn’t it a missed opportunity? Johnson says: “It’s a new space where … it take s a lot of infrastructure to get all your assets aligned. It’s taking a lot of clients quite some time.”

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.

You might expect that vertically-oriented video would present a challenge to advertisers, who, traditionally, have redeployed ad creative first designed for TV’s landscape screen. But GroupM chief digital officer Rob Norman has a positive spin on the problem – don’t think TV, think bus stop ads.

“I was having a meeting with JC Decaux. the biggest out-of-home (advertising) company in the world,” Norman tells Beet.TV in this landscape video interview. “I was looking at some of their digital (ad) installations. Guess what? They’re in the portrait video format!

“People are (now) having to think ‘portrait’ and ‘silent’ and ‘subtitled’. It turns out, in out-of-home (advertising), in many mobile use cases, people aren’t going to consume video with sound.”

Whilst TV has often provided mobile platforms with the creative they need for video ads, the idea that out-of-home ads – like those seen on bus stops or digital displays in bars and lobbies – is a fascinating one. If social platforms like Twitter, Periscope, Meerkat and Snapchat succeed at advancing the vertical video format, that could recalibrate the tectonic plates of the creative industry.

According to Norman: “Clients have said, ‘Wow, this is kind of interesting, because we haven’t thought about the creative process in that way’. It sounds so obvious, given the nature of the devices.”

We interviewed Norman as part of a series on video advertising at Cannes Lions, presented by true[X].  For more videos from the series, please visit this page.

Under iOS 9, the Safari web browser will support extensions that enable “a fast and efficient way to block cookies, images, resources, pop-ups, and other content”. That has been interpreted by many as ad-blocking – something which 4.9% and growing of all internet users did in Q2 2014, according to Adobe and PageFair.

But advertisers shouldn’t sweat, says Pivotal senior research analyst Brian Wieser – ad-free content has been around for a long time. “The reality is probably that ad-blocking in digital is overblown, as ad-blocking in the TV world was overblown,” Wieser tells Beet.TV in this video interview.

“Looking back over time, about 15% of total video viewing was ad-free in the United States. Netflix is around 5% of total viewing – a minority. The absence of advertising by itself doesn’t mean the media is going to die.

“DVR-based ad-skipping probably takes about 5% of total inventory out, so we still have around 80% of potential inventory (left).”

Even if Safari supports ad-blocking (and Apple has far from confirmed that specifically), it may not matter as much as some fear – by far the majority of mobile content consumption happens not on the web, but in apps, which will continue to be powered by display advertising in particular, Wieser adds.

We interviewed Wieser as part of a series on video advertising at Cannes Lions presnted by true[X].  Please find additional videos from the series on this page.

The Facebook Audience Network was launched in beta in 2014, allowing publishers to put native ads in their apps and services, just like those on Facebook’s own.

“We’ve actually figured out a thing or two on how to monetize mobile apps. Here’s a suite of tools and best practices around native and app-based marketing that can generate much better results for advertisers,” Dave Jakubowski tells Beet.TV in this video interview. “Those ads are performing 7x better than the banner counterparts. That is up at scale, literally running billions of ads as we speak.

“We’ve taken all of the capabilities of everything you buy when you buy directly through Facebook, and we’ve added the option for marketers to say, ‘I would like that same audience on other apps beyond the Facebook family’.”

He is advising marketers to lock into long term ad buys at the the current pricing level.

Overall marketing spend on mobile advertising by major brands is a paltry three precent, says Stuart who suggests that the percentage should be 10 percent now.

Also in the interview, he talks about MMA’s plans the upcoming Cannes Lions Festival. This video is part of series titled The Road to Cannes presented by Coull.  You can find more segments from the series here.

We interviewed him this week at the LUMA Partners’ CEO adtech conference in Manhattan.

Ad tech supplier Kargo is betting on giving advertisers and publishers something different, eschewing performance-driven banner sales for high-touch brand campaign placements.

Founder and CEO Harry Kargman tells Beet.TV his technology “allows us to take over the page and create a custom site skin”, “woven in to the editorial page”.

“Mobile is really challenging. The screen sizes are small,” he says. “Getting a consumer to consider buying that product is a really hard thing to do. That requires something more than a banner – we don’t think that a 320×50 banner is long-term sustainable in mobile. It’s not going to get the consumer to make the purchase.”

Clients include McDonald’s and Target. Kargo aims to grow its staff headcount from 130 to 200 by year’s end, partly by opening up a London office meet growth.

Kargman was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology.  Please find more coverage from the conference here.

“Apple just rolled out the Beacon API last year,” MEC Global’s north America lead for mobile and emerging technologies, Rachel Pasqua, tells Beet.TV in this video interview.

“Because you haven’t seen a lot of stats come out, you think it’s not happening. But it’s happening everywhere. Every big box store, supermarket, stadium, concert venue, every public space from train stations to airports to government buildings are putting beacons in to their infrastructure to enable all sorts of interactions.”

Bluetooth beacons, which Apple is calling iBeacons, have existed in one form of another for several years. Unlike GPS, they enable precise targeting within buildings by detecting proximity to a user’s smartphone.

Some retailers are getting excited about pinging messages to customers as they walk by product shelves.

Pasqua imagines “everything from quietly measuring foot traffic … to seamless delivery of useful information… about a public monument or something as useful as a coupon delivered at point of sale”.

Pasqua was interviewed by Beet.TV at the 4As’ (American Association of Advertising Agencies) Transformation 2015 event in Austin, Texas. Our coverage is sponsored by Videology.  Please find more coverage from the conference here.

“When we talk about creating a responsive experience … to deliver mobile use the same experience they would have on the desktop … how can they be more responsive based on the connection speed?,” asks Adaptive Media sales and business development head Nick Lynch.

“We are focused on building the (video) player that also identifies the connection speed… that’s going to be really important in terms of responsiveness.”

The company employs around 60 people in Irvine, California. Just don’t ask Lynch to comment on one hackneyed old mobile industry buzzphrase: “I’ve heard it before – ‘this year is the mobile’, ‘next year is the year of mobile’. Mobile is just going to continue to grow, so every year is going to be the year of mobile.”

He was interviewed by Beet.TV at the IAB Annual Leadership Meeting.

Beet.TV coverage of the IAB meeting was sponsored by SpotXchange. Please find Beet.TV’s coverage of the event here.

“The phone is your primary device,” says business development mobile ad tech provider AdColony‘s VP Matt Barash.

“Maybe gaming is the new cinema. It’s where people spend a lot of time.

“Recently, we had the Super Bowl – we saw a number of different app developers spending between $4m and $9m (on advertising) – that’s validation.”

AdColony makes HD-quality video play more efficiently on mobile phones, including for in-app ads.

Barash was interviewed by Beet.TV at the IAB Annual Leadership Meeting.

Beet.TV coverage of the IAB meeting was sponsored by SpotXchange. Please find Beet.TV’s coverage of the event here.

“We’ve partnered with Innovid and connected mobile app data with smart TV boxes to be able to dynamically change advertising based on what you’re doing on a mobile phone at the same time,” CEO Mark Zagorski tells Beet.TV in this video interview.

“We’re looking to change the dynamic of TV advertising – making it more targetable, making it more related to what that consumer is doing on multiple diff devices and leveraging our unified consumer profile.”

The eXelate proposition, which just moved out of beta, sounds interesting. According to its announcement:

“If a consumer searches for auto information on a car-listing site via mobile, eXelate would sync mobile site-level data with data from Roku. When that same consumer streams a video through Roku, eXelate could dynamically alter the ad creative through Innovid based on the consumer’s presence on the car-listing site.”

Zagorski was interviewed by Beet.TV at the IAB Annual Leadership Meeting.

Beet.TV coverage of the IAB meeting was sponsored by SpotXchange. Please visit this page to see more Beet coverage from the conference.

“Eighty-seven percent of mobile traffic happens in an app,” says ad tech company Jun Group‘s CEO Mitchell Reichgut. “The web is suddenly (like) AM radio.

“It’s important, it’s not dead… it’s going to remain viable. However, ‘primetime’ is happening in an app on a mobile device. Cookies don’t work there – it’s much more difficult to have a relationship with an app developer.”

Jun Group’s technologies let advertisers place video or sponsored display segments on publisher sites.

Reichgut was interviewed at Beet.TV’s annual executive retreat.

The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.

“It’s been underpenetrated and underserved by the video market over the last couple of years,” Brightroll marketplace SVP and GM Dan Mosher tells Beet.TV in this video interview. “Part of that has been due to lack of measurement tools.

“Advertisers that have been using comScore or Nielsen as their measurement currency haven’t really been able to do it yet in mobile – those solutions are starting to get to market. Yahoo’s mobile focus is going to change the way we go to market.

“They are out there selling to some of the top brands every day – we are going to be a programmatic solution that leads the way for them in to video.”

He was interviewed at Beet.TV’s annual executive retreat.

The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.

A Beet.TV panel discussion heard executives’ answers:

• Maxus strategic planning director Jill Langan: “There are opportunities to use mobile as a point-of-sale vehicle if we choose to… in-store, on the car lot… If we think about it differently, it can play different roles for us.”
• SMG publishing platforms and partnerships VP Lindsay Lichtenberg: “There is a creative challenge – where is the user consuming the content? There needs to be a creative consideration, more so.”
• DigitasLBi social content director Mark Book: “If you’re at home on your tablet, you can engage with more lengthy content. If you’re on the go … you’re probably in a more active state of mind and have less time to consume video.”
• Havas programmatic media director Stephanie Mustari: The biggest piece that I think is important with mobile is to approach it differently – it is a cookie-less environment … using universally-identified pieces of information to target users across device so we can take addressability and apply it to the mobile space.”

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.

“It’s personal,” Young tells Beet.TV in this video interview. “They’re watching it not only out of home but in-home as well.

“I heard a term, “meerkatting” – they’re watching terrestrial television or cable television whilst on the phone consuming other video content.

“So I think there’s a real opportunity to synchronise with other messaging. The way the phones are being built is for video; the screens are getting bigger.”

The Weather Channel uses programmatic technology to sell ads inside its mobile app in real-time and depending on weather conditions in users’ locales, Young says.

This video is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.  This session was recorded in London.

“(Auto-play) smacks of things that less than ingenuous,” Reichgut tells Beet.TV in this video interview. “In an interstitial, an interruptive unit, in an app environment, you’re going from one page to another and there’s a commercial break.

“We’re considering that format. It will be much shorter – probably around a 10-second break. We have to test that. We want to make very, very sure we’re not offending the people who are using that app.”

Reichgut says mobile ads perform better than desktop ads for engagement, completion rates and post-view activities because mobiles command more singular consumer attention than desktop media.

He 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.

In a related post, please find our interview with IAB Chair Vivek Shah on the evolving nature of auto-play in light of recent moves at Facebook to make the format more palatable.

Announcing the deal, which MediaPost also reported, Millennial says it hopes to “create a full-stack solution that enables us to open the flow of impressions, operate a leading independent exchange, and maximize the yield for our publishers”.

At DMEXCO, Nexage’s Europe MD Todd Tran told Beet.TV in this video interview: “The biggest misconception in the market is that people are on the go while they’re on their mobile devices. The biggest chunk of usage is at home.

“There are long-form videos being consumed at home or the office or in dead time. We do expect the smartphone to be the dominant screen.”

This video is part of series of videos covering DMEXCO.  Please find all of our coverage of the show right here.

“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.

• “People are not sitting in front of the television like they used to,” Mediacom managing partner and group digital director Michael Lampert tells Beet.TV in this video. “How do we create a model that replicates that change in consumption with video?”
• “Twitter’s acquisition of MoPub is a signal to the broader marketplace that the opportunity to programmatically deliver mobile video at scale on mobile devices and to connect messaging across screens will be a game-changer eventually,” media agency MEC’s north America digital managing partner Gian Lavecchia adds. “Mobility is the last unknown. I don’t think we’re executing with precision at this point.”
• “People are watching TV less and less – we have to find them on their tablets and desktops,” according to Xaxis trading manager Sarah Warner.

They were interviewed on stage by Paul Kontonis at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads.  Please find more videos from that event here.

“Seventy percent of the video views we did were on mobile devices,” says Jun Group CEO Mitchell Reichgut.

“The performance is better, counterintiuitively, than the web (because) it takes up the whole screen, buttons are bigger, you’re not competing with chat windows and other things.”

“Brands are only just beginning to catch on mobile video to. By and large, the advertising economy in mobile ads has been app installs.”

Reichgut was a panelist at the recent Beet.TV summit on branded content, interviewed by Furious Minds CEO Ashley J. Swartz. You can find additional videos from the event here.