Tumblelog by Soup.io
Newer posts are loading.
You are at the newest post.
Click here to check if anything new just came in.

June 21 2013

09:47

VivaKi’s Kurt Unkel: Programmatic Is Here But Mobile Is In Testing

CANNES It’s now a hackneyed industry forecast: “This will be the year of mobile advertising.” But VivaKi products and services president Kurt Unkel thinks advertisers is still testing out the opportunity.

“There are a lot of things still being learned about mobile,” Unkel told Beet.TV in this video interview during Cannes Lions.

“How do we define an audience in a mobile space that’s a cookie-free environment? We’re finding other identifiers that we have to get savvy about. Nobody’s cracked it.”

But one thing Unkel is convinced has now fully materialised is “programmatic” ad-buying techniques, which he interprets as the holy grail of addressable advertising.

“The client appetite for it is very high. The technology has met the philosophical goal,” Unkel said.

Beet in Chicago on July 10

Unkel is hosting a Beet.TV event about programmatic buying at the VivaKi headquarters in Chicago presented by TubeMogul.

09:08

Yahoo to Deliver Video via Personalized “Streams,” Will Scale Content via Third Parties, UGC

CANNES — Video will becoming increasingly delivered via a highly personalized “streams,” explains Erin McPherson who heads video at Yahoo, in this interview with Beet.TV.   She explains the importance of the Summly integration — along with the the streaming delivery of content.

Scale is high on the agenda, with an eye on greater, more diverse video inventory culled via new content partners and from users.

Web originals remain important and there is a big emphasis on comedy with new programming from Jack Black and via licensing deal for the archives for Saturday Night Live

 

 

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.

20:32

Digitas Announces Partnership with Mashable

CANNES – This week during the Cannes Lions International Festival of Creativity, Digitas announced a new partnership with social media and technology news site Mashable. Beet.TV spoke with Tony Weisman, CEO of DigitasLBi North America, at the Cannes event about the news. This partnership comes after Digitas’ partnership with The Huffington Post, which was announced during this year’s Digtial Content NewFronts.

“These are all part of the continuing evolution of trying to make our brands as relevant as possible to consumers,” Weisman says.

Weisman says he is not a fan of native advertising.

“If it matters to a consumer, be relevant to them in the time and in the space that matters to them,” he says. This style of advertising, Weisman says, is not interupting the consumer’s experience and fits in with the philosophy behind Digitas’ propriety agency platform BrandLIVE: relevance has a deadline.

13:19

New CEO Wants Shazam To Be Destination, Not Utility

CANNES – After branching out from identifying music to enabling TV ad interaction, now mobile app Shazam wants to start aggregating its wealth of user data to encourage greater user engagement.

“Expect to see us do more and more around content and engagement, and becoming a more of a destination app around music instead of an identification utility solely,” Yahoo alum and recently-appointed Shazam CEO Rich Riley told Beet.TV in this interview during Cannes Lions.

“Sixty-five million people used Shazam in May. We want to make sure they’re not just using us when they hear a song they don’t know – we’d like them to come to us any time. We’ll be surfacing music, showing them what other people are Shazaming, we’ll have the social aspect, more content, more video.”

These upgrades will likely include lists of popular and current tracks and will continue in around a month, Riley said, adding that Shazam plans similar features for its TV efforts.

June 19 2013

22:06

Quality Must Come First in Branded Video, says Coke Exec

CANNES – In the rush to distribute content widely, brands shouldn’t lose sight of quality because that matters a whole lot more than quantity, says Wendy Clark, SVP at Coca-Cola in a video interview with Beet.TV at Cannes.”Pursue good and good scales. Go hard after the storytelling and that will have a natural life of its own,” she says.

Given the plethora of platforms and distribution avenues, marketers can get easily distracted by the opportunities for innovation, she adds. That’s why it’s important to focus on the goals with branded content, and to use innovation to serve the strategy. “In the rush to meet the volume requirements of the marketplace, your goal shouldn’t be more. It should be more good content.”

Brands should also partner wisely as they embark on branded content campaigns, adds Laura Desmond, Global CEO of Starcom MediaVest Group. “In a fragmented world, it’s harder and harder to reach engaged consumers…Brands should think about how consumers want to engage…then plan screens and video for effectiveness,” she says.

 

 

 

21:54

Tablet Ad Recall High, Yume-IPG Research Finds

MOUGINS, France – Tablets have the best brand recall among ad mediums including online, smartphones, and TV, says Ed Haslam, Senior VP of Marketing at video ad network YuMe in an interview with Beet.TV. That insight comes from the newest study that YuMe has conducted with IPG Mediabrands. Within the tablet environment, in-app ads have higher brand recall than in-browser tablet ads, he says.
“We looked at whether the tablet is the ultimate video viewing experience. A lot of the details of that research will be coming out over the next three to four weeks,” he says. The study follows one that YuMe and IPG conducted a year ago that analyzed ad effectiveness across screens. In addition, YuMe recently partnered with Decipher to study mobile video habits and found that most smartphone video consumption occurs in the home.
For more insight into how digital and TV campaigns are working together, check out this video interview.
IPG Mediabrands hosted a panel organized by YuMe at a villa in the hills above Cannes.
21:45

Machinima Grows to Nearly 1 Million Mobile Views Per Month

CANNES – Gaming-centric programmer Machinima now generates nearly one billion video views each month via mobile devices, says Allen DeBevoise, Chairman, CEO and founder of Machinima during an interview with Beet.TV. That’s from a total of about 2.5 billion video views each month. The network counts more than 200 million people worldwide watching its videos.

In late April, Machinima launched its Xbox 360 app and within a few weeks it became one of the most-downloaded apps on the Xbox platform, with about one million installs in the first 20 days, Debevoise tells us in this video interview. Machinima is aiming to distribute its programming across a range of platforms. “We want to be a multiplatform, global programing brand for the fanboy culture.”

The programmer has been expanding beyond endemic ad categories like movies and gaming and into beverages, technology and auto, he adds. For more insight into Machinima, its distribution strategy and its programming approach, please check out this video interview.

AOL is the sponsor of Beet.TV’s coverage of Cannes Lions.

 

21:43

New Web Series to Focus on Crowdfunding Theme

CANNES – Funded, a new 10-episode series created by AOL Studios and Cultivated Wit, will focus on successfully crowdfunded small businesses in the U.S. and will air on AOL and its partners in fall 2013. Beet.TV spoke with Cultivated Wit CEO and Co-Founder Baratunde Thurston at the Cannes Lions.

“My company focuses on storytelling through humor and technology,” Thurston says. “And this isn’t necessarily an obvious landing spot, but it’s a lot of fun in the crowdfunding game, and the story is what it comes down to for so many people.”

21:16
11:30

Twitter Is Now The #5 Digital Ad Platform

CANNES – Now that it has turned advertisers on to its marketing tools, Twitter is snapping at the heels of the biggest online ad gorillas, according to industry data.

“When you’re talking about the digital landscape, there are four dominant players that everyone knows – Google, Yahoo, Facebook and Microsoft,” ZenithOptimedia global CEO Steve King told Beet.TV in this interview during Cannes Lions.

“Those four companies represent about $49 billion out of the $77 billion of ad spend that’s generated. In fifth place would be Twitter, but still some way behind those companies.”

Twitter has spent the last couple of years implementing its ad propositions including Promoted Tweets. Now, with recent big tie-ups announced with WPP and ZenithOptimedia owner Publicis, Cannes Lions 2013 – and ZenithOptimedia’s data – show Twitter emerging as a major vendor in the space.

“It’s rate of growth is much higher than the other companies - they’re a much more nascent player,” King added.

ZenithOptimedia’s latest advertising forecast again credits growth in social media and online video ad spend as the driver of a 20 percent jump in internet display  expenditure. Those two categories are forecast to pull 30 percent more money this year. Press release and executive summary here.

June 18 2013

23:01

AOL Makers Tops 40 Million Views in First Year

CANNES – Since its launch 13 months ago, AOL has grown its “Makers” series to 40 million video views, with the number of views rising month over month, says Maureen Sullivan, Senior VP and General Manager Lifestyle Brands and Women’s Content at AOL during an interview with Beet.TV.

Makers is a joint video project between AOL and PBS and tells the stories of pioneering women from Gloria Steinem to Hillary Clinton in a series of professionally produced, short, documentary style videos. The series has been exclusively sponsored by Unilever’s Simple Skin Care brand since its inception. Sullivan said many viewers will often start by watching one video and then stay and watch six or seven more. For more insight into the growth of Makers and how video viewers are engaging with the content, check out this video interview.

AOL is the sponsor of Beet.TV’s coverage of Cannes Lions.

22:55

IPG Mediabrands Shifts Pay Structure to “Pay For Performance”

MOUGINS, France  – About half of IPG Mediabrands clients now pay the media agency on a pay-for-performance rather than commission basis, says Matt Seiler, Global CEO, IPG Mediabrands in an interview with Beet.TV. He contends that commission-based fees that incentivize agencies to spend as much of the client’s money as possible are out of step with the reality of the paid, owned and earned marketing world and that pay-for-performance is a better model for the future.

“Whatever your KPIs are, those should be our KPIs,” he says in this video interview. A KPI-based payment also affords more flexibility. In the past, if an agency noticed something happening with product pricing that was out of synch with how it’s paid, the agency had little motivation to suggest changes. A pay-for-performance helps the agency look out for the client more.

In addition, Mediabrands is shifting to use more real-time campaigns. “We have committed in North America to delivering 50% automation across our buys in three years.”

We spoke with him on Monday at YuMe Video event hosted by IPG at the agency’s villa in the hills above Cannes.

22:51

AOL’s Cahn on AOL On’s Resurgence of Original Content

CANNES – AOL has been supporting their variety of premium original content this week at the Cannes Lions International Festival of Creativity. Beet.TV spoke with Karen Cahn, GM of AOL On Original Video for AOL, about their recent developments during the event.

As the first content company on the Internet, Cahn says AOL has gone through a resurgence in creating premium original content.

During the event, AOL celebrated the global launch of Be On, AOL’s global video branded content platform. This summer, AOL will be releasing a full-length documentary film about the story of Napster, Downloaded, which will be available on AOL On and TechCrunch. In addition, AOL’s original content ventures include HuffPost Live, which features 12 hours of streaming content everyday; MAKERS.com, a digital platform for sharing women’s stories; and 15 new shows that were announced during this year’s NewFronts.

“When you watch the  content, you don’t know if you’re watching TV or watching the web, and so that’s really where the industry is going. It’s just beautifully produced content made for consumers that they love and that they share and that they get to talk about,” Cahn says.

17:21

Microsoft Touts ’100 Percent Always-On’ Xbox One To Advertisers

Microsoft believes its Xbox game console can take marketers’ messages to consumers beyond gaming’s traditional hardcore audience.

“The fastest-growing demographic on Xbox today is females aged 18 to 39, who happen to be the chief decision makers on purchases in most households around the world,” Microsoft’s advertising and online corporate VP Frank Holland said.

Holland spoke with Beet.TV during Cannes Lions, where Microsoft is announcing its new Windows 8 Ad Pano format.

Xbox’s upcoming Xbox One successor has drawn a degree of consumer scepticism following its recent reveal, but Holland said one of the biggest criticisms would be a benefit: ”The box is 100 percent of the time connected to the internet , so it will be able to take advantage of all the richness there.”

17:20

Adobe Finds Tablets Racing Ahead For Retailers

Time was, the term “mobile” could be used to describe a swathe of devices. But now the market is so rich with portable gadgets, it’s time to get more granular, according to Adobe digital marketing SVP and GM  Brad Rencher.

“A lot of people are still lumping smartphones together with tablets, together with other types of mobile device,” Rencher told Beet.TV during the Cannes Lions advertising conflab. “We’ve seen very different behaviour in terms of how and when people use those devices.”

“Tablets are becoming a powerhouse in terms of engagement with apps and shopping. People are spending more time with tablets between the hours of 7 p.m. and 10 p.m. Smartphones tend to be out and about during the middle of the day, looking for directions or  for a restaurant.

“Tablets are becoming a retailer’s dream. We buy more often when we shop  on tablets than we do on desktops or smartphones. And when we buy, we buy 25 percent more product on tablets than we do on any other platform.”

Rencher bases the differentiation on “hundreds and hundreds of millions of interactions” from Adobe’s Marketing Cloud advertiser analytics suite.

14:08

Data-Hungry Mail Online Mulls Original-Video Move

CANNES – Look out, world. Having quickly become the planet’s most-visited newspaper website, Mail Online plans to ramp up its digital video offering beyond its core categories of entertainment, lifestyle and breaking world news.

“We’ll continue to expand the types of video programming we’re deploying,” the title’s global chief marketing officer Sean O’Neal told Beet.TV in this interview during this week’s Cannes Lions advertising conflab. “We’re even looking at doing more original programming. We do think that’s an opportunity.”

London-based site publisher A&N Media has surprised industry watchers by turning its famously right-leaning UK mid-market tabloid Daily Mail into a segment-beating phenomenon. Having formed editorial teams in New York and LA two years ago, Mail Online has become a phenomenon, with roughly 50 million unique monthly web visitors, according to comScore.

O’Neal says reasons for the success are threefold:

  1. “It has been completely operated independently. Martin Clarke, our publisher, started it up very entrepreneurially and built a purely digital publishing business.”
  2. “Unlike a newspaper, you can print as much content as you like.”
  3. “We’ve got great technology. We’re very data-oriented. Within minutes of publishing a story, we actually have enough feedback to know whether that story is going to be a winner or a loser.”

Now he is planning to add video content marketing opportunities to an advertiser line-up that already includes pre-roll spots.

For a deep-dive behind Mail Online’s strategy, see the publisher’s easy-to-read recent investor presentation.

June 17 2013

21:20

AOL Adds Biometric Tracking to Video Ad Measurement

CANNES – Using biometric tracking, AOL has begun testing emotional reactions to ads via a partnership with technology firm Realeyes, says Mihkel Jäätma, Managing Director of Realeyes during an interview with Beet.TV at Cannes. The company’s facial recognition software can measure the level of attraction, retention, engagement, impact and other emotions elicited in video ads, he explains.

The goal of the AOL-Realeyes pair-up is to quantify the emotional response to branded video content. Realeyes leans on consumer measurement panels from established firms such as CINT and Toluna. Consumers opt-in to have their facial reactions tracked via Webcams. “We collect info frame by frame for each emotion…and we have a condensed reporting form to show you how a piece of content scores in comparison to other things out there,” Jäätma says. For more insight into the applications of this technology in marketing, check out this video interview.

 

AOL is the sponsor of Beet.TV’s coverage of Cannes Lions.

21:20

AOL Tests Emotional Response to Video Ads

CANNES – AOL is working with brands such as LG and Heineken on its new neuromarketing platform that aims to measure emotional reaction to video ads, says Rene Rechtman, SVP of AOL International. This sort of measurement can help brands better understand whether their creative is actually connecting with consumers in a meaningful way, Rechtman says in this video interview with Beet.TV at Cannes. AOL introduced the new platform in early June and it’s powered by tools from the tech firm Realeyes. The technology relies on consumers’ webcams to measure the emotional response to ads based on their facial reactions. For now, consumers opt in via measurement panels for the tracking. “We all say we engage more with great content but we don’t have the data and technology to provide that, so now we can provide that data to ourselves and to marketers and advertisers to show that a piece of creative is generating lots of emotional connection,” he explains.

For more insight into how brands are using the technology, check out this video interview.

AOL is the sponsor of Beet.TV’s coverage of Cannes Lions.

Older posts are this way If this message doesn't go away, click anywhere on the page to continue loading posts.
Could not load more posts
Maybe Soup is currently being updated? I'll try again automatically in a few seconds...
Just a second, loading more posts...
You've reached the end.

Don't be the product, buy the product!

Schweinderl