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June 30 2013

23:19

Brand Measurement is Key Focus of Programmatic Efforts at IPG’s Magna Unit

CANNES -  While the move to automated platforms for buying and selling advertising inventory is steadily growing, the industry needs to find a more effective way to measure how all that activity is creating value and impacting brands, says Michael Brunick, SVP for Programmatic at IPG’s Magna Global, in this interview with Beet.TV.

He said his agency is putting considerable resources around this effort.

We spoke to him earlier this month in Cannes after a session of agency trading desk heads organized by the Rubicon Project.

 

June 20 2013

20:36

IPG’s Mobile Agency Keen on Interactive Mobile Video Ads

MOUGINS, France – The biggest opportunity in mobile video advertising lies in interactive ad formats that lead to product purchases, says Angela Steele, CEO at IPG-owned mobile agency Ansible Mobile, during an interview with Beet.TV. ”Mobile video can be used not just for awareness but to drive purchase intent and purchases. Video in general is a great awareness tool and with the right ad format, it can be more powerful on mobile when it becomes interactive and takes consumers beyond awareness.”

For now, Ansible Mobile is working with clients on a custom basis on these type of ad formats, but expects to see scale soon, given the opportunity, she tells us.

Ansible Mobile has worked with video ad network YuMe on a number of mobile ad studies including one that revealed that ad context matters more than the device itself. She urges marketers to focus on the environment of the ad first, and the device second. For more insight into trends in mobile video advertising, check out this interview.

Steele was a participant in a panel organized by YuMe Video and hosted by IPG Mediabrands in a private villa in the hills above Cannes.

May 26 2011

11:45

Online video ads beat TV ads in viewer recall

Mediapost :: Viewers pay more attention to online video ads than to traditional TV commercials and also recall them better, according to new research that utilized Affectiva's facial tracking algorithms and second-by-second biometric modeling of cognition, excitement and stress levels. The research measured the reactions of 48 viewers watching one hour of programming in Interpublic Group's West Coast IPG Media Lab.

Continue to read Les Luchter, www.mediapost.com

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