Says Scott Hagedorn, CEO of Omnicom Media Group in this BeetCast podcast moderated by Matt Spiegel, EVP of Transunion.
Part of the problem is that sensational content optimizes algorithms that in turn pull advertising in. While the number of impressions might be high, associations with the content is not necessarily valued and potentially detrimental to the advertiser, Hagedorn warns.
In this wide-ranging conversation, topics include identity, privacy and the importance of the integration of the supply chain with media investment.
The BeetCast is sponsored by Tru Opik, a Transunion company. Please visit this page to find more episodes of the BeetCast and to subscribe via your preferred podcast service.
]]>That’s according to one boss whose position at the top of a programmatic video ad platform has led him to conclude publishers need to keep hold of the liquid gold.
“We’re seeing a tremendous amount of data leakage,” says DashBid CEO Tom Herman, in this video interview with Beet.TV. “From a publisher perspective, when their data leaks, it provides the buy side more power in the sale transaction.
“We want to make sure publishers retain the data and the financial value of being able to help advertisers find the audience they want.
“When the data leaks out, it makes it easier for the DSPs and the agencies and people eon the other side of the transaction to add the value of the data analysis.
“Nobody should know a publisher’s audience better than that publisher.”
In its own words, DashBid is a “real-time, auction-based media selling platform designed and built specifically for programmatic video advertising”. Last month, it was named in Crain’s list of the 50 fastest-growing companies in New York.
We interviewed him last month at the Progress Partners Connect conference. Our coverage of the conference is sponsored by Simpli.fi. More videos from the series can be found on this page.
]]>The Emeryville, CA-based company has just confirmed an agreement to be acquired by the digital media powerhouse for $540m.
What does Adobe want with TubeMogul? According to its announcement: “Adobe’s acquisition of TubeMogul will create the first end-to-end independent advertising and data management solution that spans TV and digital formats, simplifying what has been a complex and fragmented process for the world’s biggest brands.”
TubeMogul has software to enable planning, buying, measurement and optimizing of programmatic, cross-screen TV advertising. It went public two years ago, for half this value.
“We aim to be totally aligned with advertisers so they never second guess the incentives,” TubeMogul CEO Brett Wilson tells The Wall Street Journal.
The acquisition is a further sign of consolidation in a video ad-tech ecosystem where the number of companies has grown dizzyingly.
Across the landscape, companies are bolting on point solutions to go end-to-end. Mar-tech M&A advisory group Results International Group reports 331 mergers and acquisitions took place in ad-tech and marketing-tech in the first nine months of this year. Digiday calls the TubeMogul acquisition a “tipping point” for this consolidation.
Previously, AOL had acquired Adap.tv in the space, helping its effort to form its One offering.
TubeMogul’s Wilson recognizes the need for consolidation. Back in June, he told Beet.TV: “I think what’s actually happening is it’s getting more fragmented, not less so. Yes there’s some very dominant players out there. But there’s also huge new platforms that didn’t even exist a couple of years ago like Snapchat. So the implication for advertisers is it’s getting more complicated and fragmented.”
]]>For managing customer relationships, Target recognizes the need to engage with its “guests” in the best ways possible to meet their ever-rising expectations of relevance, according to Reiter. This means having the right message or content for each person, place and time.
“In order to meet those expectations, you have to automate in some way,” he says. “It’s just not possible to have that many relevant conversations one-to-one in the way we historically think about it. Programmatic allows us to reach scale to our customer base in a way that is both meaningful and relevant.”
On the vendor side, in late 2015 Target rolled out an Alpha Partner program in which a short list of companies was chosen based on digital acumen, openness to testing and forward-thinking capabilities. They were allowed to share in Target’s learning to date from programmatic ads. This year, Target will release a program called Target Guest Access to move the concept forward for more of its vendors.
“Over time, we realized the programmatic capabilities we were building weren’t only useful to Target but they were useful to all marketers,” Reiter says.
This video was produced at the Beet.TV executive retreat presented by Videology. You can find more videos from the session here.
]]>She also speaks about the development of Rubicon in the video sector as a “safe” space for both buyers and sellers.
This video was produced at the Beet.TV executive retreat presented by Videology. You can find more videos from the session here.
]]>His group is growing quickly, he says in this Beet.TV interview — and adds that two big client wins will be announced later this month.
We spoke with him about the agency, its roots in search and display, its management of DMP’s for many big companies and the roadmap for its programmatic operations.
We interviewed him during CES at the MediaLink opening night party.
Beet.TV’s coverage of CES 2016 is sponsored by Adobe.
]]>
“TV consumption is on the decline … by about 2% a year,” Barnard adds. “Online video is compensating for this – consumption is rising by about 22% a year. (So), overall consumption of audiovisual advertising is slightly on the increase.”
ZenithOptimedia says television remains the best brand-building medium. The forecast also expects:
Interpublic Group’s Magna Global made as similar prediction on the growth of digital. Here is the report in The New York Times.
We interviewed Barnard in London earlier this week for our series “The Road to CES” — our preview of trends and topics to be discussed in January in Las Vegas. For more videos from the series, please visit this page. The series is sponsored by YuMe.
]]>So what’s next?
“Right now … we’re able to buy across Dish’s different segments of their data,” says the company’s TV senior director Oscar Rondon. “But, over time, where this goes is really leveraging first-party customer data and being able to match it through a third party in order to find those audiences on the Dish footprint.
“Over time, where we see it going is where it’s a one-to-one distribution of the creative asset to a specific household that actually meets the criteria that a marketer’s after.”
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.
]]>
“In the beginning of 2015, there were some big announcements that … made a lot of buzz in the industry … but it wasn’t really a reality,” according to Xaxis SVP Christina Beaumier.
“This year …, (there) has been real advancements and real scale in … connected television, addressable television. Those two different buckets of what the market calls programmatic TV are actually real and actually growing at scale.”
Automated buying of and optimization for linear TV ads are still some years off, Beaumier reckons, but things are changing.
“The agency side buyers … are … not quite ready to jump on board,” she adds. “But, because there is such hype in the market about what it is, even though it isn’t quite there, clients are excited. Clients are now pushing everybody forward.”
Beaumier said the recent appointment of Xaxis CEO Brian Lesser to be North America CEO of parent Group M was emblematic of how important data was becoming to advertising.
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.
]]>
Today, the outfit announced it is expanding its auspice further in to mobile audience data through a partnership with PushSpring, something that will help its customers see consumer app installs and shoppers interested in buying new cars and travel service.
Next, the company wants to turn its attention from the small to the big screen.
“It’s being adopted in mobile – the next challenge is rolling it out across TV and other traditional channels. that’s what we’re doing now,” according to eXelate business development SVP Eugene Becker, in this video interview with Beet.TV.
But Becker sees a hump in the road before programmatic TV ad buying can be fully adopted.
“The sell side is where the issue is,” he says. “Fundamentally, there’s not the infrastructure to make most linear TV addressable … you don’t have the right set-top boxes (in place). That’s where the gap is.”
]]>Over time, the industry has evolved to ringfence sections of the web in to the kinds of trusted destinations they want to do business. But what are these “private marketplaces” and how do agencies use them?
In a Beet.TV panel discussion, GroupM Connect North America chairman John Montgomery offered up one of the handiest descriptions yet:
“We’ve created trusted marketplace with a group of several hundred partners that we know that represent tens of thousands of sites,” he said. “We buy inside that environment – we know we can get the reach in that environment.
“We are buying media programmatically within an environment of people that we know. We’ll create preferred marketplaces within the trusted marketplace for auto, for healthcare, for luxury goods.
“Yes, we may occasionally have to buy outside that trusted marketplace if we can’t get the reach. But, generally speaking we know that marketplace is (for example) 70% safe and we make sure we use viewability, verification anti piracy companies to make it 99% safe.”
Montgomery was questioned by moderator Tobi Elkin.
We interviewed him at Media Future Conversations 2015: Unblocked – Valuing Human Attention In A Content-Driven World, an event presented by true[X] in association with Beet.TV Please find more event videos here.
]]>That is the same trend being seen by Eyeview, whose technology lets advertisers personalize video creative for individual viewers, as it builds up its demand-side platform to enable programmatic buying of its wares.
“The industry is going more and more towards transparency,” says CEO Oren Harnevo. “Agencies and brands are thinking about, ‘what is their tech stack?’ and (to) do it themselves.
“More brands are taking platforms internally or having their agency manage it. But they are choosing the platform for them.
“Our (customer) verticals are very sales-orientated. When they find something that works, they like to take it in-house… get their hands on the tools.”
Eyeview has launched its DSP on its VideoIQ platform, which includes metrics like viewability and return-on-investment.
]]>
Dish Media Sales is calling its launch “the pay-TV industry’s first impression-by-impression programmatic marketplace for linear television”. It follows Clypd’s launch of a TV ad-buying software platform.
Using it, advertisers can, internet-style, buy ads in linear TV using a real-time bidding system. But, although the bidding is real-time, it will still take a couple of days to deliver ads to users’ boxes, ready for airing.
The inventory will be available to buy through demand-side partners DataXu, Rocket Fuel and TubeMogul, says Media sales and analytics VP Adam Gaynor.
“This is a first for our industry, to be able to take linear television and apply the programmatic marketplace to it,” he tells Beet.TV in this video interview.
“(It lets us) reach out to brands that brands that traditionally spend in the digital marketplace.
Programming Note: Gaynor will be speaking at the Beet Retreat next month in Florida about this and related topics.
]]>“One of the big things you’re going to see with mobile is storytelling becoming more and more important – when you’re trying to tell a story, a one-to-one relationship and not a one-to-many (relationship), which has been television,” says Rubicon chief marketer Mari Kim Novak.
“The need for mobile-first creative and storytelling is going to be more important than ever. You’re going to see the ad tech community and the creative world coming together.”
She says recently-signed Rubicon partnerships with fellow ad tech services Virool and Inmobi are helping disprove the idea that there is insufficient supply of quality ad inventory on mobile.
We interviewed her in New York, during Advertising Week.
This segment is part of a Beet.TV series presented by Virool titled “Emotions and the Virality of Videos.” The series can be found here.
]]>The company has been using so-called “programmatic” technology to sell ads for a year or two now.
“I’m going to replicate the strategy all over the world,” Weather Channel programmatic and yield head Barbara Agus tells Beet.TV in this video interview.
The move comes not just with a selection of programmatic technology but with a planned up-tick in global video production to support programmatic sale of video ads. “We are changing our strategic approach – starting to produce in-house video,” Agus adds. But she concedes: “This is also a challenge.” Here are the challenges Agus envisages:
“The biggest issue is, most of the creatives produce video over 30 seconds,” Agus grumbles. “We cannot allow a video advertising over 30 seconds if my video content is just about a minute.
“It’s really hard to see what solutions are going to find. But advertisers and publishers should work more together to define the new metrics that are going to make this market successful.”
This video is part of the series Programmatic Video at a Turning Point, presented by SpotX. You can find additional videos from the series here.
]]>So far, the tech has revolutionized web ads, next up is video.
“Programmatic has been huge in display, programmatic is a bit different in video,” according to video ad tech vendor Tremor Video’s CEO Bill Day. “There’s more of a balance between the buyer and seller.”
Whilst programmatic grew up in display ads with so-called “real-time bidding”, technology that automates the buying of ads in open networks, in the video world so-called “private marketplaces” are helping both sides constrain and control what they do with each other. But that’s not the rule, Day says.
“Ever”y client will want to leverage multiple toolsets to achieve that campaign,” he says. That’s always been the case on the buy side. The feeling has been that video publishers want private marketplaces.
“We’ve been surprised by the breadth of demand even from bigger-name players for open RTB solutions as well, as part of the mix.”
Day says Tremor will wind up helping clients in over-the-top TV video, VOD and linear TV advertising.
]]>“Programmatic is changing the media landscape,” according to video ad tech platform vendor TubeMogul’s managing director Nick Reid, in this video interview with Beet.TV.
“IHS predicts €2 billion spend in European video by 2020,” Reid added, citing an IHS study, released last week, to quantify the European programmatic video advertising sector for platform vendor SpotX.
Reid says TubeMogul’s focus is on helping advertisers plan video-based advertising in a world in which devices and consumer attention have fragmented.
This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel. For more videos from the series, please visit this page.
]]>Dubbed GABBCON (the Global Audience Based Buying Conference), the new LA-based enterprise is more than an event; Greenberg is also hoping to harmonize some of the many different interpretations about what, exactly, programmatic TV is.
“There’s an absolute lack of standards and common definitions in terms of the space,” he tells Beet.TV in this video interview. “Many of the words like “programmatic TV” that get a lot of word count in the press – five people will give you seven definitions for that term.
“We’ve worked with our partners to develop a group of standards and common definitions with that includes DataXu, TubeMogul, SpotX, OpenX, TiVo Research, Hulu, Yahoo, just to name a few.
“The goal is to work on common terms to avoid the confusion that the market currently enjoys.”
Next up, beyond just terminology, GABBCON is planning to develop some common technical standards for the space. Welcome to the fray!
GABBCON is hosting an industry event on the topic in Los Angeles on November 3.
This video is part of the series Programmatic Video at a Turning Point, presented by SpotX. You can find additional videos from the series here.
]]>But that belief has been up-ended by an IHS research report which shows another country leads the way.
“The top market is the Netherlands,” says IHS’ advertising research senior director Daniel Knapp, whose firm has just conducted a study to quantify the European programmatic video advertising sector for platform vendor SpotX.
“It’s always been a testing ground for all things digital. It’s a very early-adopter market, very tech-savvy. The UK is the second-biggest market … Germany always has been the sleeping giant – we’re seeing first signs now of the potential for the programmatic behemoth to come to life.”
IHS’ study showed that, already, 34% of video advertising is carried out using programmatic technology in the Netherlands, compared with 23% in the UK and 19% in France. Knapp adds:
Download the full report from SpotX here.
This video is part of the series Programmatic Video at a Turning Point, presented by SpotX. You can find additional videos from the series here.
]]>But is programmatic automation really all it’s cracked up to be?
“When people talk about programmatic and they reference automation, the irony is it’s actually far more manual and far more inefficient, and, on a cost-per-dollar standpoint, more costly, than a traditional linear TV transaction,” says James Rooke, marketplaces GM of the programmatic video ad-tech platform FreeWheel.
But Rooke does see a glowing future in which advertisers can benefit from greater programmatic video efficiency, if they focus on their business models.
“There’s an opportunity to reduce the number of back-and-forth conversations that go on between the buy and the sell side, automate the RFP process … and, through API connections, be able to go from the pitch-to-paid process, with less hand-offs, less emails, less conversations,” Rooke says.
This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel. For more videos from the series, please visit this page.
]]>“Consumption of TV content is changing…,” Jana Eistenstein, EMEA MD of Videology, a video and TV advertising technology vendor, tells Beet.TV in this video interview. “People are starting to consume content across devices. Viewing is shifting. In the States, ratings (are) dropping.
“Both the brands and advertisers need to understand how they’re going to reach these audiences now.”
To many, that challenge means a great migration of programming and ad dollars from traditional TV platforms to digital media. But that change should not look threatening to those in the legacy industry, Eistenstein says.
“The way they will be successful at … moving in to this new world … is if they have a standard and scaleable process to move in to the digital world that is part of the linear processes they currently follow,” she says.
“You don’t wan to stratify the two, have them separately.”
This video is part of a series from DMEXCO, presented by Mediaocean. Please visit this page for our other videos.
]]>Until and regardless of whether that happens, the company is shooting toward a future in which more of the ads it sells to finance itself are sold on an automated basis.
Last March, C4 struck a partnership with FreeWheel to create a marketplace in which advertisers would buy ads on its All4 catch-up service using programmatic automated technology. But digital partnerships and innovation head Jonathan Lewis is thinking beyond that.
“We’re trying to bring to our programmatic offering in the future addressability on connected devices like mobile and tablet applications which we currently offer,” he tells Beet.TV in this video interview.
“Video-on-demand is moving from the small screen to the big, TV screen in your living room – through a set-top box, gaming device, connected television. That’s what we’re trying to set ourselves up for in the future – being able to buy programmatically against views in those environments.”
This video is part of series of Beet videos produced at DMEXCO, presented by FreeWheel. For more videos from the series, please visit this page.
]]>“Where it took TV and radio years and years and years to reach 50 million users, it took just seven years to reach over a billion people,”Facebook advertising technology VP Brian Boland tells Beet.TV in this video interview. “That’s incredible growth.
“But it’s not a shift to mobile (from other platforms) – it’s new behaviors … People still use the desktop, but for very intentional things.”
Boland has helped oversee the integration of two acquired advertising technology platforms in to Facebook’s ad tech “stack” – LiveRail and Atlas.
Referring to Atlas, he says: “The team was able to migrate the technology over in less than a year to Facebook’s stack. Now we’re figuring out how to bring the Facebook data in to the delivery of video ads.
“Imagine delivering video advertising with the level of accuracy we have that we have on Facebook around Nielsen OCR – Nielsen-accurate age-and-gender video; that’s amazing potential.”
This video is part of a series from DMEXCO presented by Mediaocean. Please find additional videos from the series here.
]]>According to the company: “Based on conversations with clients who tested our product over the past few months, we’ve consistently heard our video buying solution achieves greater audience reach at a fraction of the cost of competitors’ solutions. Buyers have shared they’ve experienced:
Speaking to Beet.TV at DMEXCO in Cologne in this video interview, the company’s strategic development VP for EMEA, Nigel Gilbert, said: “We’ve had it in a testing phase, now we’re going to roll it out in a general release for all our clients globally.
“Our origins were in display, but then we released mobile a year or two ago. Video is now in the exact same workflow. You have a fully-scaled buying platform accessing something over 250 billion impressions a year across all three formats.”
Here the company’s product announcement.
This video is part of a series about programmatic video presented by SpotX. For more videos from the series, please visit this page.
]]>Paul Caine acknowledges the strength in traditional media – but wants to monetize all the new opportunities, too.
“Over the next 12 months at Bloomberg, we’re all about disruption,” the company’s chief revenue and partnerships officer tells Beet.TV in this video interview. “Traditional platforms are really ripe for disruption – television, print, radio are highly effective communication tool.
“Consumers want to engage on those three platforms … (But) it’s not going to be about what platform you’re working with. It’s going to be about what medium makes most sense to you.
“Whether it’s text, audio or video, delivered by magazines, radio, television or digital, you’re going to see continued opportunity in Bloomberg to disrupt in all of those places.”
This video is part of a series about programmatic video presented by SpotX. For more videos from the series, please visit this page.
]]>