VivaKi, the advertising group Publicis’ digital unit, is now celebrating the “first birthday” of a partnership with Adobe to do just that.
The so-called “Always-On Platform” gives all Publicis agencies access to Adobe’s Marketing Cloud suite, to plan, create and track marketing campaigns.
Speaking with Beet.TV at DMEXCO, VivaKi global clients president Marco Bertozzi said: We have a world now where we can connect the messaging, the targeting, the creative, the website, the offline data – we can pull all this stuff together, but we weren’t putting a framework in place to help our clients do it.
“The idea of Always-On is to bring all of our clients and all of our expertise together with Adobe’s infrastructure and try and help advertisers move in to this Marketing Cloud space and connect all these dots up.”
This video is part of a series about programmatic video presented by SpotX. For more videos from the series, please visit this page.
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“MediaVest has completely rethought staffing on our business. For the most part, it’s been very positive and our campaigns have benefitted from it,” according to Heineken USA senior media director Ron Amram.
Speaking alongside Amram on a Cannes Lions panel, MediaVest digital data and technology president Carrie Seifer said the idea was to free people to be more creative.
“If we use programmatic correctly, it should give creatives the data they need so they can go and be creative – look at the data, then create something great,” Seifer said
Digital people thrive when they’re allowed to master digital. It’s risky to decentralize digital sometimes. But we’ve found, by decentralising AOD, it became … AOD at the table way upstream, thinking about how programmatic could affect the strategy. All of a sudden, the RFP is informed with programmatic built at the centre.”
Update: After Cannes, Heineken announced the selection of Publicis for the global creative.
This video is part of a series produced from the TubeMogul Cannes rooftop event. Please find additional videos from the series here.
]]>Why are the brands putting agencies on notice? Because times are a-changin’, say industry execs speaking on a Cannes Lions panel.
Bank of America’s global media investment SVP Lou Paskalis:
“The biggest (driver) is pricing We’re seeing exponential growth in data crunching and the needs to support that, which are no longer 25-year-old planners who sleep six to an apartment and happy with entry-level income… You need to make bespoke content for that platform. You’ve got exponential increases in content costs. All of this is saying you’ve got to change the pricing model.”
VivaKi global CEO Stephan Beringer:
“The world, from a marketeer’s standpoint, has become extremely complex. I’ve experienced clients that, not in a mean way, have said to me, ‘We are investing gazillions in to this digital thing … the only ones making money with it are the agencies’. We need to think about how to organise ourselves … so that the extraction (for clients) remains high.
The panel was hosted by Rubicon Project marketplace development SVP Jay Sears.
This segment from the Cannes Lions Festival was part of a series on programmatic advertising presented by Rubicon Project. Please visit this page for more videos from the series.
]]>But one of the key execs in the space says he observers advertisers increasingly wrapping their head around the prospect and its potential.
“We’ve had a few years where advertisers have had a little bit of confusion about who to trust,” VivaKi global clients president Marco Bertozzi tells Beet.TV in this video interview. “But I feel like we’ve passed a lot of those – advertisers are now asking all the right questions. We are really moving to a positive space at the moment,
“I’m seeing a lot from the big global advertisers that they are restructuring to cope with this programmatic ecosystem. We’re starting to see heads of programmatic, heads of data technology, these roles being put in to place, which is a great step. It means they start to evaluate the landscape, understand what all the agencies do, educate themselves well.”
Bertozzi’s VivaKi itself is currently engaged in a restructure which sees its own programmatic staff being spread throughout its holding company’s individual agencies – another sign that programmatic is being normalized in ad land.
Bertozzi reckons that task will be completed by the end of Q3.
We interviewed Bertozzi at the Cannes Lions Festival as part of a series on video advertising presented by Rubicon Project. Please visit this page for more videos from the series.
]]>But that is now changing, with a couple of big agency initiatives to reboot how their dedicated programmatic divisions operate in their wider groups.
Publicis’ VivaKi unit is moving its programmatic staff out in to operating agency stablemates, while IPG Mediabrands’ digital and ad tech group Cadreon is retooling itself to be more of an “incubator” for group technology, executives tell an industry panel.
“Everything about automation, programmatic, data needs to reside in the agencies,” says VivaKi global CEO Stephan Beringer. “It is the paradigm the new business model needs to be built on. If we want to scale this intelligence and integrate it in to the service, we need to push capabilities in to the agencies.”
Cadreon global president Arun Kumar says clients are asking for greater visibility in to programmatic strategies – something that is prompting changes.
“We’ve looked at how we can transform ourselves from being a trading desk in to being an incubator for ad tech and develop platforms that allow our agency partners to access that intelligence,” he adds.
“(We are seeking) greater synchronization between planning and buying. When you democratize that , the media agencies can play a more strategic role.”
We interviewed them at the Cannes Lions Festival as part of a series on video advertising presented by Rubicon Project. Please visit this page for more videos from the series.
]]>That’s what Danny Hopwood, VivaKi’s VP-solutions and platform operations for EMEA, envisions. He observes that traditional outdoor advertising companies like Clear Channel, Posterscope and UK-based Ocean are starting to set their sights on programmatic.
“There are companies that for a long time tried to find the biggest scale with the simplest solution possible,” says Hopwood in an interview with Beet.TV recorded at Cannes. “So now they’re trying to figure out how they can make their digital out-of-home properties more readily available and also quicker to change creative.”
Hopwood also observes that programmatic buying for radio came to market more quickly than for outdoor. However, there are still plenty of kinks to be worked out and opportunities for bigger technology companies to make inventory more accessible.
“Radio inventory isn’t present in many DSPs at the moment, and if it is present … there might not be much volume there,” he says.
We interviewed Hopwood at the Cannes Lions Festival as part of a series on the automation of advertising presented by the Rubicon Project. Please visit this page for more videos from the series.
]]>“We are thinking not just data-centric but data-centric as it involves your entire media investment,” ZenithOptimedia activation standards, insights and technology EVP Julian Zilberbrand tells Beet.TV in this video interview. “That means taking insights that you learn in one channel and applying them effectively in another.
“The more information you know about (consumers), the better you can communicate and give them messaging that is relevant for them. Data allows us to do that, but the opportunity to do that in a way that scales across multiple media types is an opportunity that’s still evolving.”
Zilberbrand is heading to Cannes Lions hoping the discussion about so-called “programmatic” ad buying, which he says has long happened in the US, is becoming more global.
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.
]]>“Technology has really focused on the area of targeting and direct response and unfortunately has left the creative industry behind,” Marco Bertozzi, global clients president at Publicis’ VivaKi unit, tells Beet.TV in this video interview.
“On both sides, we need to work harder at how we incorporate creative in to everything we do programmatically. We’re great at targeting thousands of different people, segments – we’re not very good at bringing the requisite creative to mirror that.”
The difference between the two sectors – creatives and technologists – can be summed up with some toys. Bertozzi says the ad industry likes playing with a fully-finished Lego spaceship, whilst programmatic practitioners just want some Lego bricks to build new things with.
The fusion of the two disciplines will be on minds at the upcoming Cannes Lions festival, which includes an innovation award and will be much attended by ad tech execs, as well as creative industry stalwarts.
We interviewed Bertozzi 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.
]]>“VivaKi still lives on,” says SMG programmatic SVP Mac Delaney in this video interview. “It operates the SkyScraper platform, the database for all of the group’s campaign reporting. You still have VivaKi employees dedicated to the AOD operating system. AOD is just one component of VivaKi.”
As reported earlier this year, VivaKi unit is rethinking the way it delivers programmatic services, moving from a centralized offering to threading the new discipline throughout sibling agency departments.
“They’re spending several days per week embedded within those teams,” Delaney says. “We’re bringing them further up the chain in strategy and planning.”
]]>In this video interview, SMG programmatic SVP Mac Delaney tells Beet.TV the move mirrors the way digital has always been centralized first, distributed later.
“My team is rolling into the individual SMG agencies, which is about a 60-person team, which is a pretty significant transformation from what was solely at the center going out into the agencies. Finally, (it) will be at the table with the strategists and the planners.
“The operators and programmatics within AOD (will be) there to help inform what an audience strategist should be, before an RFP is even created. In a very good way, it’s going to disrupt the way the staffing and resourcing, the skillsets of those resources, have been aligned to agencies’ account teams.
“On digital, when innovation occurs … the skill and the efficiencies have to be centered first, within a hub, and then over time they spread.”
He was interviewed at Beet.TV’s annual executive retreat by Nielsen digital MD Andrew Feigenson.
The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.
]]>The Drum reports on the changes here.
“The largest group within AOD – the client services group … those individuals are a 60-person group, being folded in to individual SMG agencies,” VivaKi programmatic SVP Mac Delaney tells Beet.TV in this video interview.
“When Audience On Demand was created, it follows the same story of digital – when there’s a new innovation, things happen at the center first until the dust settles.
“The same is happening now – we’re moving proactively to do so ahead of the marketplace, to push that know-how, skillset and ability out in to the hands of the individuals managing the client relationships.”
Delaney 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.
]]>Scheppach, EVP, who leads innovation at Starcom MediaVest Group and who leads VivaKi’s The Pool initiative, says TV operators hold the key – and they’re not handing it over, leaving marketers to base campaigns off measurement agency approximations instead.
“The problem is, we’re stuck on respondent-level (viewer) data for television,” she says.
“If you want to have a true TV revolution… a way to monetize that inventory at a higher rate, it requires data. Operators are pulling back 100m households of data – they’re sitting on it.
“There is nobody on the buy side that has gotten access to non-aggregated (set-top box) data.”
She was interviewed by Furious Corp founder and CEO Ashley J. Swartz 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.
]]>“There’s a lack of data,” says Tracey Scheppach, EVP, who leads innovation at Starcom MediaVest Group and who leads VivaKi’s The Pool initiative. “I (only) have some small pieces.
“(Getting it from electronics manufacturers) would alleviate a pain point. Whether it’s ACR (automated content recognition), a mobile device or through the TV itself … there’s a lot of ways you can actually get ay the data.
“But what is disheartening to me is, there is 100m boxes right now we know how to clean (the data from) and how to process – it just needs to start to flow.”
Scheppach was interviewed at the Beet TV’s executive retreat.
The retreat was sponsored by by AOL and Videology. Please find additinal videos from the event here.
]]>He added that VivaKi is implementing a number new programs and expansion plans, notably the alliance with Adobe and the acquisition of RUN.
VivaKi media unit has been split into divisions: VivaKi Exchange, under CEO Simon Pardon and VivaKi Data, which will be run by Stephan Beringer. Both report to SMG global chief Laura Desmond, Delaney explains.
We are pleased that Delaney will be a participant in the week’s Beet.TV executive retreat in Florida.
Beet.TV coverage of CES 2015 is sponsored by Adobe Primetime. Please find all the coverage here.
]]>At the DMEXCO conference, Vittal’s company announced a deal in which all of Publicis’ agencies will have access to a new suite, Always-On platform, that is powered by Adobe Marketing Cloud and offers content creation, audience segmentation, campaign tracking, measurement and more.
“The marketing transformation that’s happening in the industry because of digital, the disruption of multi-channel and audience fragmentation is going to require a technology and an analytical-driven process,” Vittal told Beet.TV in this panel interview with Ashley J. Swartz, Founder and CEO of Furious Minds at DMEXCO.
“Marketers have varying levels of confidence when it comes to the technology options.” Vittal said Adobe and Publicis were “coming together to solve marketers problems”.
This video is part of series of videos covering DMEXCO. Please find all of our coverage of the show right here.
]]>But rival Publicis’ VivaKi digital unit doesn’t think that’s necessarily the right strategy.
“If you limit yourself by saying you’re doing one thing or to the other, I don’t think you’re really delivering best value for the advertiser,” president of the VivaKi’s Audience On Demand sub-group for EMEA and North America, Marco Bertozzi, tells Beet.TV in this video.
“We don’t see that buying in the open exchanges is a problem. It’s where you buy within that that’s an important question mark. Questions of fraud and poor traffic you only get if you are buying in that very long tail. Don’t buy in those at all.”
“Our view is you follow the audience – the audience could be in open exchanges (or) could be in the private marketplaces.”
We spoke with Bertozzi for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco. It is sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
]]>“The Amazon announcement is the fruition of 18 months of working with them -it’s a case study for exactly what we’re trying to do with our big partners in the media space,” says Bertozzi, who was this spring promoted to president of the Audience On Demand sub-group for EMEA and North America.
In the first of three video interviews with Beet.TV, Bertozzi says six-year-old VivaKi’s unique selling point remains fixed, despite the emergence of powerful new ad tech vendor relationships and the collapse of Publicis’ proposed merger with Omnicom.
“There’s been a lot of swirl in the last few months about Omnicom and Xaxis and so on – but we’ve kept pretty consistent,” he says. “We want to align with agencies and their advertisers. The trouble with … some of the offerings that are out there is they have multiple business models in play, which means they can’t possibly align. That muddies the water.”
We spoke with Bertozzi for “The Road to DMEXCO,” a series of interviews with industry leaders produced in New York, London and San Francisco. It is sponsored by the automatic content recognition (ACR) technology provider Civolution.
Please find more videos from the series here. Beet.TV is a media sponsor of DMEXCO and will be covering the conference extensively.
Update: Please find this article in the Wall Street Journal about new advertising operations and services at Amazon.
]]>“Premium publishers in Europe, they seem to have got involved in this much earlier,” according to Marco Bertozzi, EMEA president of the Audience On Demand group within Publicis’ VivaKi digital unit. “In the US, I’m seeing programmatic just seen as a DR (direct response) vehicle – it’s very performance-led.”
Bertozzi says 30% to 40% of buys in the UK are executed through private exchanges: “The key when it comes to open exchanges is that you’re being very selective about what you’re buying. If you start getting in to long tail blind inventory, you’re going to let yourself down.”
Bertozzi spoke with Beet.TV during Videology’s Future Of TV Advertising Summit, presented by Simulmedia and Videology, during the Cannes Lions International Festival of Creativity. Find more clips from the summit here.
]]>“It was a little sensational,” VivaKi Audience On Demand video director Cheryl Stump says of the Journal’s recent report, which lifted the lid on how “about 36% of all web traffic is considered fake”. “If only 40% of traffic is actually measurable, what’s going on with the other 60%?,” Stump asks.
Stump wasn’t downplaying the seriousness of the issue. “You’re getting high percentage (of fraud) within the exchanges and the ad networks – that’s what we’re buying. Bot traffic in exchanges is around 20% on the video side,” she adds. “We have to take a more concerted approach to how we’re vetting that inventory. The understanding now is you have to employ some kind of third-party audit.”
We spoke with her at the Beet.TV Video Ad Fraud Leadership Summit where she was panelist.
]]>“One of the really interesting spaces is the evolution of private marketplaces and this concept of ‘programmatic guaranteed’ … now this concept of having a completely fixed buy at a fixed price,” says Publicis digital unit VivaKi’s UK Audience On Demand GM Geoff Smith. “What value does that add in running it through a trade desk?
“Taking the audience decision away from the publisher and putting it in the hands of the trade desk on behalf of the agency and advertiser … by running it through a trade desk … we get to use our own data or our advertiser’s data to decide which impressions we want to deliver.”
We spoke with Smith as part of our series titled “The Road to Cannes,” a preview of the Festival and an overview on the state and future of digital media by a range of thought leaders. The series will be published over the next four weeks. The series is sponsored by Videology.
]]>But Danny Hopwood wants native’s small reach to break out of their creators’ own confines, with the power of programmatic trading.
“That’s what we’ve been waiting for – an ability to have a platform to buy native ads on,” says the EMEA head of platform at VivaKi’s Audience On Demand unit. “We don’t want to go back to the past time of having an IO (manual insertion order) here and an IO there, and a (phone) call there and a (phone) call there to buy a group of native ads that aren’t going to drive real scale.
“We want platforms, we want programatic, we want an ability to buy audiences, all in one platform, all in one place, across many different publishers.”
We spoke with Hopwood as part of our series titled “The Road to Cannes,” a preview of the Festival and an overview on the state and future of digital media by a range of thought leaders. The series will be published over the next four weeks. The series is sponsored by Videology.
]]>“The ability to retarget someone with a video as as opposed to just a display ad adds an interesting new dimension,” the EMEA president of Publicis-owned digital group VivaKi’s Audience On Demand unit, Marco Bertozzi, tells Beet.TV.
“Many advertisers now are creating lots of assets in video, not just the TV ad … If you watched our ad on YouTube, for instance, we can now follow that person – if they were to have liked that piece of video content, we can follow that person and show them a second or a third piece of content. We can truly do the sequential part of the equation.”
In the interview, he also speaks about real-time bidding around premium video content, which is becoming more prevalent with publishers and brands.
We spoke with him as part of our series titled “The Road to Cannes,” a preview of the Festival and an overview on the state and future of digital media by a range of thought leaders. The series will be published over the next four weeks. The series is sponsored by Videology.
]]>“This year we are opening our tools with an engagement-centric DSP to generate engagement, sharing content, and driving earned media to help brands better optimize results,” he tells us. He adds that Visible Measures will continue to track performance for campaigns across media, from mobile, to online video to Web-connected devices.
VivaKi’s Audience on Demand unit is slated to use Fabric. The platform connects with Visible Measures data, as well as campaign benchmarks and third-party data. Fabric will also include native ads and opt-in formats, such as skippable in-stream ads.
The new offering is part of the continued growth and expansion at Visible Measures, which began in 2007 as a measurement firm and has since stepped into analytics, distribution, planning and now real-time automation.
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Unfortunately, video fraud is alluring to some. “The bad guys out there understand the CPMs for fooling the system is higher in video than display so these guys are working hard to leverage technology to fool the system. We have some bad players that are passing through information that is inaccurate. We need third parties to audit this.”
Metrics on fraud and effectiveness can help ensure the quality in online video is on par with other mediums. “We can tap into the same kind of engagement TV gets, and we are excited to talk about quality so that both publishers and advertisers feel comfortable putting their money int this space,” she says.
Deals like the one Brightroll recently struck with Google will also help bring more accountability to programmatic advertising, she adds.
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“Fifty percent of ads, apparently, in display aren’t seen,” Publicis’ VivaKi EMEA MD Marco Bertozzi tells Beet.TV in this video interview, citing one piece of research.
“Many companies have been allowed to deliver ads saying they’re pre-roll ads and they turn out to be in-banner ads – you’re not getting the full picture.”
To tackle the problem, VivaKi has tapped Vindico’s Adtricity suite, which endeavours to measure how many actual humans are really viewing the ads marketers pay for. Vindico has previously said up to 40% of such views may be fake.
“Our proposition has always been to buy within the premium space – pre-roll and not in-banner (video),” Bertozzi says.
“Companies have been allowed to get away with delivering ads that aren’t necessarily in-view. But there’s great impetus now behind cleaning those up – it’s important we focus on doing that.”
This interview was part of Beet.TV’s “London Sessions” presented by YuMe, produced at the Starcom MediaVest offices in association with VivaKi
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