The evolution of programmatic buying inside agencies is similar to the growth of digital departments, which had previously been siloed, but are now more integrated inside agencies, she says. SMG counts 8000 employees globally who can leverage data and technology and that’s why it makes sense to weave programmatic buying back into the core of the business inside the agency.
“It is our business today. It’s not some separate unit. It’s people leveraging technology,” she says. This shift mirrors how programmatic buying itself has become widespread. Any inventory source that can be accessed through technology in an automated fashion is fair game for programmatic buying, so that includes display, mobile, video, social and even search, Weinstein says.
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“We’ve seen … 40% more demand in the UK from Q1 to Q4,” according to video ad tech outfit TubeMogul’s UK MD Nick Reid. “We’ve also seen a 20% increase in CPM prices. Different regions are at different stages of understanding.
“We’re starting to see broadcasters like Channel 4 embrace the concept of automation. They’ve opened up their VOD to to automation – not yet linear but, it is the first iteration of automated trading.”
Reid says different regions around the world are at different stages of understanding when it comes to adopting programmatic automation.
“Programmatic TV won’t be an instant reality in markets like the UK because there are nuances when it comes to broadcast and supply,” he says. “However, broadcasters are starting to embrace the data they have in a way that can enable advertisers to be more specific when it comes to reaching target audiences.”
We interviewed him as part of the series The Road to Cannes, our lead-up to the Cannes Lions Festival presented by Coull. Please visit this page for additional segments.
]]>“We have jumped over a significant hill, and it is a time where you are seeing publishers legitimately producing quality content while weaving in addressable capabilities and making programmatic and audience-driven buying possible,” Delaney says.
The conversations that began at the upfronts will carry on to Cannes as companies like Netflix and Hulu become legitimate competitors to broadcast and cable. “They were borne from digital and future proofed in their foundation so they are building something that can be addressable.”
We interviewed Delaney as part of the series The Road to Cannes, our lead-up to the Cannes Lions Festival presented by Coull. Please visit this page for additional segments.
]]>“At the moment, we are looking to confirm one of our first global deals, which will mean Guardian Labs content created in London can be distributed across all of the media that are part and parcel of the Pangea Alliance,” she says.
That alliance is the Rubicon-powered programmatic system, announced in March, in to which The Guardian, CNN International, the Financial Times, Reuters and The Economist are putting their ad inventory. Whilst Pangea is designed for display ads, Watkins comments suggest she may try to scale branded content programmatically, too.
“It really does depend on the objectives of the campaign, whether we look to distribute that content off Guardian platforms,” Watkins adds. But, even if Guardian-produced branded content doesn’t end up published on Pangea partners like the FT, it may appear elsewhere: “One of the areas we’re going to move in to is white-label content production where we are creating content that solely sits on our clients’ owned channels.”
Having undertaken drinks brand Diageo’s first real-time content marketing campaign for Bailey’s in December, The Guardian will soon begin bringing real-time content to other Diageo brands, likely including Guinness, Watkins says.
At the upcoming Cannes Lions festival, she expects a refocus on the show’s awards track, demonstrating a fusion of technology and creativity.
We interviewed Watkins in London as part of the series the Road to Cannes, our lead-up to the Cannes Lions Festival presented by Coull. Please visit this page for additional segments.
]]>In beta testing since, now the alliance – which numbersThe Guardian, CNN International, the Financial Times and Reuters as well as The Economist – is already set to expand its membership in the next few months.
“We would expect to see, toward the latter end of the year, some announcements about other publishers joining,” Guardian global revenue director Tim Gentry tells Beet.TV in this video interview.
“We have created a number of new audience segments and a couple of custom ad formats. There will be many more custom ad formats that come online during the summer and further audience segments.”
But Gentry says Pangea members will not be collaborating on preroll video ad sales: “Each of us is in the same position as the whole market where there is excess demand and scarcity of supply. Collaboration doesn’t add a huge amount of value there.”
Like French conglomerate La Place, Pangea is powered by Rubicon Project, which Gentry says reduces complexity for the members.
We interviewed Gentry in London as part of the series the Road to Cannes, our lead-up to the Cannes Lions Festival presented by Coull. Please visit this page for additional segments.
]]>Each promises to serve customers with a specific part of the value chain – but one vendor says this just confuses customers.
“There is a massive amount of programmatic point solutions popping up which make it more complicated to realize the efficiency and value of programmatic,” according to Videology North America MD Tim Castree. “No agency can deal with 65 programmatic point solutions.”
Although Castree criticised these vendors who do one thing, he also criticized those who try to offer too many services: “There’s a wall garden thing going on where you get tied in to a technology ecosystem. We’re not trying to own en ‘end-to-end’ technology stack”
He was interviewed at Beet.TV’s annual executive retreat by Furious Corp founder and CEO Ashley J. Swartz.
The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.
]]>“Video is a great first touchpoint (with audiences) – then we start to close them off with some of the display and lower-funnel tactics,” DigitasLbi’s programmatic strategy and analysis VP Brian Zaben tells Beet.TV in this video interview.
“As the inventory has become more available, we’ve gone more with the trusted (online) shows – we know what we’re getting. But we take big bets on content like the iJustines.”
As internet technology comes to television sets, so, too, do many internet shows and advertisements. But not everything is yet ready to transition. Zaben adds: “Linear, addressable TV will become more relevant as more inventory becomes available.”
He was interviewed by Vertere Group CEO Tim Hanlon for Beet.TV at the Beet.TV leadership summit on the transformation of television, presented by AOL. Please find more videos from the event here.
]]>At programmatic’s core, says Nielsen digital MD Andrew Feigenson, is moving dollars that, once, were transacted manually in to some automated process. But a description that ends there would be “short-sighted” because programmatic “makes media buying fundamentally different”, Feigenson adds, offering up three characteristics of programmatic…
We spoke with him recently at the TubeMogul partner meeting. For more videos from the event, please visit this page.
]]>“We’re focused on building programmatic in to all of our television to make it a lot easier to transact, particularly with local broadcasters,” the company’s digital EVP Brian Burdick tells Beet.TV in this video interview.
“There is a huge amount of reach, particularly in the small- to mid-sized market, that it’s really hard for national advertisers to get to. Our intent is to make that accessible to buy across all of that footprint.”
We spoke with him recently at the TubeMogul partner meeting. For more videos from the event, please visit this page.
]]>“For video to truly become programmatic, the reach will have to increase, there needs to be more inventory,” GroupM interaction global COO Rudd Wanck tells Beet.TV in this video interview. “Publishers are not making it programmatically available because they’re able to do it via a reserved buy or direct sell.
“As soon as it becomes programmatic… you will see that TV and video will start merging together. They will have the same measurement systems.”
This interview 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.
]]>“Data is absolutely the most essential foundation piece of programmatic,” MediaVest advertising technology and platforms SVP Oleg Korenfeld tells Beet.TV in this video interview.
“You cannot efficiently and effectively buy media if you don’t understand who you’re going after, programmatically.
“Data allows you to go more direct. If you can identify that person, you don’t have to go out there and spray with media.”
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.
]]>“In the TV world, there is a very different supply and demand dynamic,” Comcast Cable’s advanced advertising VP Rob Holmes tells Beet.TV in this video interview.
“If you think of how programmatic might work in that environment, it’s not going to be real-time bidded, it’s not going to be a last-minute exchange-type opportunity – I think you’re going to see the more structured sort of ‘programmatic upfront’…
“An opportunity to conduct an upfront using programmatic and data-enabled capabilities, so the advertisers get to bring their data and get to buy that inventory in the way they’re used to for digital, but in a way that their programmers are comfortable with.”
Advertisers typically conduct “upfronts” during which they showcase their upcoming advertising opportunities, booked months in advance. AOL has already announced a “programmatic upfront“.
Comcast-owned ad tech platform FreeWheel last month welcomed Discovery Communications amongst the broadcasters to sell ads programmatically through its FourFronts program, an extension of its private marketplace.
]]>Given the growing prevalence of programmatic buying, Rayapareddi expects more products and solutions to enter the market to help make sense of the vast amounts of data. “We use a range of platforms and collect a vast amount of data. You can merge with clients’ CRM database, and online and offline data,” she says, as an example.
Magna Global expects programmatic buying to grow 52% worldwide this year to $21 billion, the agency said in a report released last month.
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.
“A market like Australia is a supply constrained market, so we work with a lot of private marketplaces over there,” AOL’s Adap.tv international SVP Philip Duffield tells Beet.TV in this video interview recorded in London.
“In that way, the Australian marketplace is probably about two or three steps ahead of the US – a lot of premium publishers have already adopted programmatic and have done for the last 12 months. International markets are already ahead because they’ve already taken that plunge.” Duffield said the same is true of some European markets.
This is part of the State of Video, a series sponsored by AOL Platforms. Adapt.tv is unit of AOL. Please visit this page for all the videos from the series.
]]>“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.
]]>“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.
]]>Display has been like this for a while. Video is two to three years behind,” London- and Stockholm-based video ad platform Videoplaza‘s director David Muehle tells Beet.TV in this video interview recorded at IBC Show.
Muehle says the dream of dynamically inserting ads in to linear TV, in the same way as already happens in online video, is becoming a reality: “We have clients actually doing this now … online video becomes the new TV.
This video is part of Beet.TV’s coverage of the IBC Show presented by Brightcove. Please find more clips here.
]]>“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 majority of our clients are using private marketplaces … not just going out in to open exchange,” according to video ad tech platform Videology‘s chief development officer Ryan Jamboretz.
“Super-premium publishers – the broadcasters, the high-end portals – just aren’t willing to take their video content and put it through exchange environments. They’re very willing to enter in to private marketplace relationships.”
Jamboretz says pricing remains high in online video because high-quality video is still in short supply.
He spoke at the Beet.TV Leadership Summit on The Future of TV Advertising. You can find more clips from the event here.
]]>“Programmatic is getting to be less scary,” says TubeMogul’s CEO Brett Wilson. “You’re seeing more brands embrace it directly.
“It doesn’t mean they’re going to log in and do everything themselves. We’ve trained the MediaVest (agency) team on how to launch digital video campaigns (for Mondelēz). But increasingly they’re involved in their media technology decisions.”
“You’re going to see a lot more of the world’s biggest brands do direct deals with programmatic companies.”
Wilson spoke with Beet.TV during the Cannes Lions International Festival of Creativity. Please find more coverage of the festival here.
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“By the end of this year, we don’t want any of our brands to buy in open exchange – we don’t see that it’s necessary,” GroupM chief digital investment officer for north American, Ari Bluman, tells Beet.TV. “We want to do all private marketplace deals – 100% of programmatic will be private deals.
“Publishers have lost potentially a lot of spend that’s gone to run-of-exchange. They’re looking at this as an opportunity to get that money back.
“That is our drive – to openly buy direct from publisher. All the brands we’re speaking to are very excited about that. It’s a lot of setup work. It costs too much money to run digital campaigns – we need to ease that and that’s what ‘programmatic’ means to us.”
Bluman was a panelist at the Beet.TV Video Ad Fraud Summit where we sat down with him. The event was sponsored by comScore, Innovid and TubeMogul. More video from the event can be found here.
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