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May 15 2013

14:44

Xaxis’ Schlikum: Programmatic Frees ‘Pesky Humans’ To Have More Fun

Nowadays, programmatic digital ad-buying technology automates targeted ad buying and removes the task from human operators. But those ad buyers should rejoice at throwing off the shackles of the mind-numbing task, according to a GroupM executive.

“What programmatic does is free up resource,” Caspar Schlikum, the EMEA managing director of GroupM’s data-centric ad unit Xaxis, told Beet.TV’s recent London Video Ad Strategy Summit.

“In the past, ‘pesky humans’ were doing a lot of things that were process-driven. They were super-boring and very repetitive, and often mistakes were made. That’s something that no media planner in their right mind wants to do.”

May 14 2013

15:35

Enders’ Maude: YouTube Will Make $4 Billion From Ads This Year

LONDON – Few video watchers could have failed to notice how YouTube is amping up the frequency of pre-roll ads on the service. But what will that bring to the operator’s bottom line?

“We estimate this year YouTube will generate about $4 billion in advertising revenue,” analyst Ian Maude of Enders Analysis told Beet.TV’s recent London Video Ad Strategy Summit.

Maude said data also shows YouTube is now more popular than BBC iPlayer on UK cable operator Virgin Media’s connected TiVO service – probably because Virgin Media has situated its YouTube app on a conventional channel number in its linear EPG.

“Overall TV viewing is growing, but that’s largely being driven by older people,” Maude added. “We’re seeing a divergence between what the under-35s and over-35s are doing.”

May 10 2013

14:12

Videology’s Jamboretz: Asian TV Migrating Straight To Mobile

Online video innovation is now quickening outside the United States – but in very different ways, according to the international director of video ad technology group Videology.

“The general notion when we first started our international business three years ago was, markets outside the US were 18 to 24 months behind,” Ryan Jamboretz told Beet.TV’s recent London Video Ad Strategy Summit. “It’s compressing. It’s now starting to feel like six to nine months.”

But Jamboretz said that evolution is happening at different speeds in different markets. “When we go to Asia, the majority of our distribution of our video assets for our clients… TV isn’t morphing to PCs; it’s morphing to mobile.” Much European video consumption remains PC-based, he added.

 

May 09 2013

16:00

Maxus’ Cartwright: Nine In 10 Online Video Ads Are TV Spots

Online video advertising is taking off – because most of the ads are just plain ol’ TV commercials.

Ruth Cartwright, the broadcast director at GroupM’s Maxus agency, told Beet.TV at the recent London Video Ad Strategy Summit her outfit is spending six to 10 percent of clients’ budgets on online video ads.

“Ninety percent of the clients in the UK are using their TV copy – a standard 30- to 40-second campaign, using that straight on to pre-roll. There is a lot of research that 15 seconds is the best time length on pre-roll. If we have the opportunity, we should be making more of the creative opportunities of VOD.

“We don’t want to have to go back to them and say they have to change certain time lengths or make the process harder.”

 

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