“(It) is going to allow us the opportunity to live-sync digital audiences with a TV set using first- or third-party data, which gives us this universal view of the value of audience,” according to the company’s programmatic TV VP Randy Cooke.
“That’s ultimately what we’re getting at here, is ‘What is that value of audience and how can a media owner extract that value across all distribution channels?’
“(The) long-term goal here is to enable media owners with sort of a closed loop view of RROIY at a campaign level. If you think about the ability to sync audiences across screens, what you effectively can do is create a campaign stream for a media owner that allows them to value inventory inside of a campaign.”
This video was produced at the Beet.TV executive retreat presented by Videology with Adobe, AT&T AdWorks and Nielsen.
You can find more videos from the Beet Retreat on this page.
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Marketing the missing services using video is something video ad tech firm Videology is helping one UK telco do, according to UK MD Rich Astley, who would not name the client.
“Video tends to be used as a branding and attitudinal medium,” he tells Beet.TV in this video interview. “In this instance, we’re seeing great results, from an ROI perspective, in terms of driving product sales.”
Think about serving up an ad for an IPTV subscription to a customer who is currently only taking phone and broadband, for example.
That is the kind of creative and innovative thinking Astley says typifies the relatively small UK market and which he says will be on display at the upcoming Cannes Lions festival.
We interviewed Astley 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.
]]>That is according to video ad tech firm YuMe. Its chief revenue officer Scot McLernon concedes that “there is a little bit of hype around it”, with only 1% of TV ads bought using automation technology in 2014.
“Focus on the government elections for a little bit,” he tells Beet.TV in this video interview. “These guys are going to local television stations and they’re buying it up. You see it on the local news. They just can’t buy any more GRPs (gross rating points), there’s no more reach.
“That’s where the YuMe comes in to place … you can only get so much of your audience on television; cord cutters are simply not on network or local television. YuMe adds additional GRPs on a local basis. The political guys right now are calling us, versus us calling them, to find out, ‘How do we glean a little more reach?'”
McLernon says, today, “programmatic” buying of linear TV ads is mainly done through Mediaocean at the national US level and through Strata at the local level. His company has partnered with the latter to enable local programmatic buying. Here is the press release on the Strata alliance.
McLernon 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.
]]>Last month, the pair announced video ad tech vendor Videology would plug in to FreeWheel to help advertisers buy video inventory programmatically on publisher sites through its FourFronts program, an extension of its private marketplace.
“Historically, they’ve been buying planned media against a show-level set of data,”Videology north American development SVP Brent Gaskamp tells Beet.TV in this video interview. “Now they can bring in first-party data or leverage third-party data and apply that in a more strenuous way for the outcomes of their campaigns.
“This is not programmatic from the last mile. This is about programmatic automation and workflow to enable data exchange in the planned media environment.
Gaskamp 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.
]]>Indeed, many tech and data vendors are already trying to make this happen today. But GroupM chief digital officer Rob Norman thinks the industry should walk before it can run.
“Digital natives who don’t have the context of pre-digital have a somewhat naive view of the integrity and the intricacy of the television market,” he tells Beet.TV in this video interview.
“There are people who have had a mission for years now to take all the data that’s available … and apply it as close to the time a decision has to be made as possible. The upfront market… isn’t going away any time soon.
“The bit of automation we are most interested in is addressability… (it) is rapidly becoming a reality. That’s not the same thing as programmatic television. The technology doesn’t exist in any way that is scaled.”
GroupM’s own Modi Media unit is focused on exploring programmatic TV ad buying, but Norman sees programmatic being applied more valuably in online video, with traditional TV benefitting from addressability for upfront-bought ads.
Norman 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.
]]>It boils down to “four buckets”, says video ad tech platform SpotXchange’s programmatic TV VP Randy Cooke:
All four of those provide opportunities, not only for the TV operators but also for content owners themselves.
Being able to build out a supply-side platform that enables the content owners and TV operators to monetize impressions across all four of those buckets is where programmatic ultimately ends up.
SpotXchange also just released its white paper on programmatic TV for ad sellers.
Cooke was interviewed by Beet.TV at the IAB Annual Leadership Meeting.
Beet.TV coverage of the IAB meeting was sponsored by SpotXchange.
]]>“Buying television has always been about buying audiences – but the measurement hasn’t been there,” David Miller, VP Product Management at INVISION, a multi-platform ad sales provider, tells Beet.TV in this video interview.
“With the new measurement techniques and all the data, TV can be held accountable in the same way that digital has been and, ultimately, combining that with purchase data to show how effective television can be.”
Miller was interviewed by Beet.TV at the TV Of Tomorrow show in New York.
]]>“A lot of the inventory is remnant, otherwise goes unsold. It’s not the top top tier of national broadcasters,” Xaxis product development VP Christina Beaumier concedes. “It could be argued those won’t become programmatic, simply because of supply-and-demand economics.
“There are only a couple of national broadcasters, they have no problem selling out their inventory – what role is there for programmatic? Potentially… for automating that buying – but it’s hard to imagine how programmatic can really add value in that equation.”
Beaumier says, however, that programmatic technologies can certainly help ad buyers better inform decisions around which consumers they reach and how using TV.
She was interviewed by Beet.TV in Manhattan at TubeMogul’s event to launch its new programmatic TV advertising suite.
]]>PTV, launched last week, works by aggregating relationships with several providers that already offer this functionality, including AudienceXpress, clypd, placemedia and WideOrbit’s WO Programmatic-TV marketplace, from which many local TV stations take their advertising on an automated basis.
For ad buyers, that means “much easier access to television inventory and the ability to automate things”, whilst, for broadcasters, it means “new revenue streams in to local broadcast markets with national brands”, says WideOrbit’s digital EVP Brian Burdick.
He was interviewed by Beet.TV in Manhattan at TubeMogul’s event to launch its new programmatic TV advertising suite.
]]>The Emeryville, California-based outfit has unveiled PTV, allowing data-driven buying of TV advertising. Ad buyers can already use this “programmatic” technique on the internet, but PTV brings the same tools to bear for access to ad slots on over 80 US cable networks.
“Advertisers will enter in a demographic target along with a secondary or strategic target,” TubeMogul CEO Brett Wilson told Beet.TV in this video interview recorded at the launch. “The software is going to assemble the best mix of cable networks, broadcast networks, given day parts and days to achieve the lowest target CPM for that strategic target.”
PTV works by aggregating relationships with several providers that already offer this functionality. “We want to be the pipes for true cross-screen buys,” Wilson adds.
WSJ observes that the commonly-held view is that programmatic will not be adopted as easily in TV as it has been in display, with many powerful vested interests likely to hold on to their positions.
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This follows a natural trend in programmatic buying to migrate the buying method from online to TV, which still commands the most money. Only 8% of TV ad executives are currently buying TV ads programmatically, but about 12% plan to increase their spending this year, according to a survey by AOL Platforms reported on by eMarketer.
Programmatic TV buying won’t be identical to online buying, however, Gordon cautions. “There isn’t real-time access to data or ad serving in the same way, but the basic principles of using client’s data and more specific data to be more targeted, using technology to help facilitate the translation of that data into what inventory to buy, and buying inventory in a more granular way to reach the audience is there.”
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.
]]>According to programmatic video ad tech vendor Adap.tv’s 2014 European State Of The Video Industry survey, 2014 spending on digital video advertising is up 42% compared with a year earlier, with a 25% increase expected next year in the number of video ad buyers transacting through programmatic private marketplaces.
But, of the video ad money diverted from other media, broadcast TV was the channel most affected. Still, that figure does not take account of new video ad spending – and it stands to reason that TV is most likely to see transference to digital video, since the underlying spot ad format bears close similarity on both TV and internet.
“We went from, a year ago, educating the world around what ‘programmatic’ means… fast-forward a year later, people are starting to use the tools,” according to AOL Platforms’ CEO Bob Lord. AOL acquired the company last year and operates it a as unit within AOL Networks.
The report was issued today at DMEXCO.
]]>AOL acquired Santa Monica-based Convertro and Seattle-based Precision Demand.
“The combination really helps change the game in terms of how you evaluate the value of television … being able to understand the impact,” says Adap.tv’s programmatic TV SVP Dan Ackerman.
“CMOs are most interested in, ‘How can I attribute my advertising to impact on sales?’ We’re now able to start tying all those things together.
“We can now tie investment in digital and offline TV and radio so an advertiser understands how they make an impact ons sales and how they impact on each other. That’s a game-changer.”
Ackerman spoke with Beet.TV during the Cannes Lions International Festival of Creativity. Please find more coverage of the festival here.
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