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April 08 2013

21:03

RTB Video Aiming for $686 Million, But Faces Hurdles on the Way

The real-time bidding segment of online video is on track to hit $686 million in ad spend this year, but the business still faces a number of challenges on its route to growth, according to a new report released today from Forrester.  At the Beet.TV retreat earlier this year, Ashley Swartz, the founder and CEO of the New York-based consultancy Furious Minds, talked to Forrester analyst Joanna O’Connell about the hurdles ahead in the real-time bidding sector of online video.“What needs to happen is both parties need to recognize the more intelligence they bring to the table, the better they’ll do, but the publishers aren’t there yet, and they have a long way to go in understanding the audience they have to sell and the yield maximization across channels,” O’Connell explains.

Agencies too are trying to figure out how to best manage the quick rise in programmatic buying. The implementation of trading desks inside agencies can help significantly, she says. “We’ll see agencies start to evolve in the way they’re organized,” she says. Publishers, likewise, need to make sure they have sophisticated and savvy salespeople leading the charge when talking to agencies about programmatic buying.

For more insight, check out this video interview.

-Daisy Whitney

15:44

Real-Time Bidding To Comprise 25% of Online Video Ad Spend in 2014. Report

Programmatic buying and real-time bidding will account for about 25% of all online video ad spend in 2014, according to a new report released by Forrester and commissioned by SpotXchange, a global ad marketplace.
Real-time bidding more then doubled from 2011 to 2012, representing the fastest growing segment of the online video business, Forrester says. The sector is slated to grow more than 70% this year. The study also dives into how publishers are using private marketplaces. At the Beet.TV retreat earlier this year, Forrester analyst Joanna O’Connell sat down with Shehan for a deep dive discussion on the ecosystem of real-time buying and private marketplaces.
In the last 18 months, SpotXchange has grown from zero to about 40% of all its impressions in the real-time bidding variety, says Mike Shehan, CEO of SpotXchange in this video interview. He adds that SpotXchange works with about 50 buyers for real-time bidding including DSPs and agency trading desks. “With programmatic, you’ve automated everything — the connections, the RFP process, the reports, the billing, the delivery.”
-Daisy Whitney

April 04 2013

20:31

Draper Fishers VC Joy Marcus Charts Disruption in Online Video

“The consumer experience in online video right now is not perfect, and I think that there is a lot of potential for disruption,” says Joy Marcus, Partner at DJF Gotham Ventures.  At the Beet.TV executive retreat in February, we had the opportunity to sit down with Marcus and learn more about which areas of the online video arena she thinks are most ripe for disruption.

Marcus says that there is a lot of potential for “disruptive companies that can come in and make the user experience a lot better, particularly in the area of discovery of video.”  Currently YouTube is the leader in video disruption, but Marcus explains that YouTube “does not really lead the user to what they want if they don’t know what they want already.”  Therefore, she says, there’s big potential for recommendations.

In the video interview, Marcus also talks about issues around access to online video, as well as issues around usability—both areas where she says online video still needs help.

Megan O’Neill

16:19

Programmatic Buying Has Supercharged Dailymotion’s International Growth

Dailymotion is now the world’s second largest video site.  Reaching over 200 million people per month, the company has reach in countries all over the world.  At the Beet.TV executive retreat last month, Joanna O’Connell of Forrester Research sat down with Roland Hamilton, Managing Director of Dailymotion in the United States, to discuss how the company has turned to the programmatic ecosystem as a means of developing international growth.

Hamilton explains that it can be difficult to have a sales force on the ground in all of the remote countries that Dailymotion has a presence in.  Programmatic buying serves as an alternative that, Hamilton says, “has really supercharged what we’ve been able to do globally.”

In the discussion with O’Connell, Hamilton also speaks about selling contextually-based vs. audience-based advertising, programmatic vs. direct buying, and the types of personalities that Dailymotion looks for to run their programmatic sales.

Megan O’Neill

10:24

Digitas’ Sarofian: Don’t Let Data Overshadow Creative

Technology might be moving the advertising industry along at a rapid pace, but marketers shouldn’t forget the power of emotion, says Stephanie Sarofian, Senior VP & Managing Director at Digitas, during an interview with Beet.TV at the Beet Retreat 2013 in Vieques, Puerto Rico. Numbers and analysis are absolutely vital in the unchartered territory of big data, branded content and multi-screens, but tapping into emotions via creative should not be neglected, she tells Ashley Swartz, the founder and CEO of the New York-based consultancy Furious Minds. ”We have to use our emotions because that’s how people make decisions in the end,” Sarofian explains. “The tools we are using are important but we still have to get to the insight, and the insight brings us to an idea, and only then can we have some impact on the brand’s bottom line.”

When it comes to content creation, brands can learn lessons from newsrooms and news organizations about how to create, curate and organize content. For more insight into what’s next in partnerships and mergers in advertising, check out this video interview.

-Daisy Whitney

April 03 2013

21:27

Vast Majority of Ad Tech Start-ups Will Fail, GroupM’s Rob Norman

Most of the advertising startups who pitch their new services and products to agencies will never return money for themselves or their investors, says Rob Norman, Chief Digital Officer at GroupM Global, during an interview with Beet.TV at the Beet Retreat 2013 in Vieques, Puerto Rico.

“Of every 100 companies that come to see me, 85 won’t make money for themselves or their investors,” he tells Ashley Swartz, the founder and CEO of the New York-based consultancy Furious Minds. Beyond that, another ten will make some money for themselves  and their investors. He estimates that four will make a significant return, but only one of the 100 companies will have a meaningful impact on the advertising business.

For more insight into how a top media agency executive evaluates new businesses and venture-based companies, as well as how the shifts in media affect hiring, strategy and business development, check out this video interview.

-Daisy Whitney

 

01:28

Programmatic Buying is the “Biggest Push” at WPP, Christina Beaumier

Programmatic buying of media including display, video, radio and soon digital out-of-home, comprises the “biggest push” around media buying at WPP’s giant media agency GroupM, says Christina Beaumier, VP at GroupM’s Xaxis unit, in this interview with Beet.TV

Beaumier explains how data around consumer behavior is driving effective media buying in real-time – and how this is becoming an essential element in the growth of digital video.

We spoke with her in February at the Beet.TV executive retreat in Vieques.

 

 

 

 

April 02 2013

02:05

Washington Post’s Vijay Ravindran: Web Video Has to “Stand on Its Own”

The Washington Post, an early innovator in Web video, which won awards but was “not necessarily Web friendly,” is developing video programming that both works in the context of articles and “stands on its own” outside the article page, says Washington Post Chief Digital Officer Vijay Ravindran in this interview with Beet.TV

We spoke with him in February at the Beet.TV executive retreat.

The Post is gearing up its political video coverage and just announced that USA Today’s Jackie Kucinich will c0-host the politics show with Post reporter Chris Cillizza.

 

 

 

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