Beachfront Media has launched a “two-way transparency suite” of tools and analytics for programmatic mobile video advertising. The suite provides enhanced brand safety for both video content publishers and advertisers.
Frank Sinton, Beachfront’s founder and CEO told me that typically there isn’t much transparency for publishers to understand which advertisers are buying video on their sites and apps programmatically. Beachfront will now give its 300+ publisher partners the ability to write business rules around which advertisers are allowed to access inventory down to which actual ads are run, in real time.
Topics: Beachfront Media
Videology has released new research showing strong enthusiasm for data-enabled TV ads among agencies and advertisers. According to a study conducted by Advertiser Perceptions for Videology, 64% of respondents believe that within 3-5 years, more than half of total TV buying will be programmatic or “advanced TV.” For buyers already using advanced TV, 57% are planning to increase their budgets this year.
The survey defined programmatic as high-indexing linear TV that uses advanced data to define a strategic consumer target (“data-enabled TV”) and TV advertising delivered at the household level (“addressable TV”).
Please save two dates on your 2017 calendars for VideoNuze’s big annual conferences. On Wednesday, June 14th, we’ll be hosting our 7th annual VideoNuze Online Video Advertising Summit at the Westin Times Square in NYC. And Wednesday, November 29th will be our 3rd annual SHIFT // Programmatic Video & TV Advertising Summit, also at the Westin.
Last year, each of these conferences drew 425+ attendees, 50+ speakers and 16-18 sponsors. Over the years they have both become must-attend days with well-curated programs, high-impact executive speakers and extensive networking opportunities.
I’m pleased to share that FreeWheel will be the Title partner for both conferences in 2017. Other industry leaders already on board include Premier partners VertaMedia and Videology, Headline partners Beachfront Media, Cedato, SintecMedia, Smart AdServer and Vemba and Branding partner SpotX. If you’re interesting in partnering, please drop me a note.
The web sites for both conferences will be live soon and lots more information will be coming, so stay tuned.
In addition to our VideoNuze conferences, I’m excited to be producing the 3rd annual NABShow Online Video Conference, in Las Vegas on April 24-25. We have an amazing program planned, including two keynote interviews I’ll be doing, on day 1 with Jim Lanzone, Chief Digital Officer of CBS and Chief Executive Officer of CBS Interactive, and on day 2 with Michael Paull, who was just named CEO of BAMTech and was previously VP, Digital Video at Amazon where he led the Amazon Channels business.
You can save $100 on NABShow Conference FlexPass tickets using the code EP06.
Supply-side platforms (SSPs) love to tout unique and premium video inventory. The reality is premium video inventory is scarce, and unique premium video inventory is even more rare.
To put it another way, “if you’re a content company and you’re not Facebook, Google, and Snapchat, you’re in the niche ad business,” said Meredith Kopit Levien, EVP and CRO of The New York Times. The good news: Scarcity is a good thing.
The application of data and automation by national TV networks to help sell their ad inventory was the topic of one of our afternoon sessions at the SHIFT // Programmatic Video & TV Ad Summit recently. Greg Anderson (Managing Director, Xaxis Media Group, North America), Brett Hurwitz (Business Lead - TV, AOL), Brian Napolitano (VP, Ad Sales, Ovation), Vin Paolozzi (SVP, Innovation, MAGNA), Chris Raleigh (Chief Commercial Officer, Placemedia) and Dan Punt (Managing Director, FTI Consulting) moderating.
The group dug into how programmatic opens up the value of TV ad inventory to new buyers, how new efficiencies are being created, how all of this is affecting organizations on both the buy and sell sides, and how cross-screen measurement and emerging currencies will evolve, among other topics.
Programmatic video and TV are both taking off, but lots of challenges still remain. What are they, how will they be resolved and over what time frame? These were the key questions addressed in our closing session at the SHIFT // Programmatic Video & TV Ad Summit a few weeks ago. The session included Joanne Chen (Partner, Foundation Capital), Barry Green (Head of Business Development, North America, VertaMedia), Dave Katz (VP/GM, Programmatic Revenue Platforms & Operations, Univision), Rich Sobel (SVP, Programs & Services, Publicis Media) and Joe Grover (CEO, Altitude Digital) moderating.
Conde Nast is in the middle of executing a massive transformation of its business from being a traditional print publisher to becoming a multi-platform storyteller with video having a central role. At our recent SHIFT // Programmatic Video & TV Ad Summit, we were privileged to hear fantastic insights about the company’s video playbook in a 30-minute interview Lisa Valentino, SVP, Network Sales and Partnership of Conde Nast and Chief Revenue Officer of Conde Nast Entertainment did with Matt Gillis, SVP, Publisher Platforms at AOL.
The interview covered an array of topics, with Lisa zeroing in on how Conde has built up its video business by embracing an open distribution model that has been so successful that social is now the primary way that audiences engage with Conde’s brands.
The company has mined its archive of 90K articles for ideas and content that contribute to over 5K videos now being custom created annually for various social and distribution platforms. Lisa shares one great example of an Emma Stone interview video that got 2 million views on Facebook which was then edited and posted elsewhere the next day and got 8 million views.
Lisa talks in highly specific detail about the enormous complexity behind all of this plus the cultural changes that are resulting from new talent the company has attracted. Importantly, she also provides great insights about how the company is monetizing its content, the critical role of programmatic and how it is staffed, plus the challenges of today’s measurement models, among other topics.
Overall it is a fascinating glimpse into how Conde Nast is leveraging video to completely change its business model. Lisa expertly conveys how much of this is ongoing experimentation, with success equally due to innovative strategies and relentless execution.
eMarketer forecasts that by 2018 programmatic video ad spending will be $10.6 billion and programmatic TV ad spending will be $4.4 billion. But how will all this spending impact multiscreen campaigns, and what are the key challenges ahead? These were the primary topics of a session at the recent SHIFT // Programmatic Video & TV Ad Summit which was moderated by Videology’s Chairman and CEO Scott Ferber. Panelists included Ashish Chordia (Founder and CEO, Alphonso), Andrew Feigenson (Managing Director, Digital, Nielsen), Jason Kanefsky (Chief Investment Officer, Havas Media) and Rachel Schlanger (Head of Partnerships, Initiative).
The panelists discussed the issue of knitting together measurement across TV and digital platforms, which is required for multiscreen programmatic to scale up, and how this is being addressed. Other challenges included cutting through some of the confusion around how to select technology partners when many sound similar, reducing the use of acronyms, organizing teams properly to capitalize on multiscreen and improving trust and predictability.
Ad agencies are in the middle of seismic industry changes including keeping up with viewers’ new behaviors, clients’ increased demands and content providers’ evolving business models. All of that is leading to the need for “smarter media buying,” according to Amanda Richman, president of Starcom USA, who was our afternoon keynote guest at the recent SHIFT // Programmatic Video & TV Ad Summit.
In an interview with MediaLink SVP Matt Spiegel, Amanda described how her agency (and its parent company Publicis) is pursuing more holistic discussions in its upfront negotiations with TV networks across TV and digital, how it is using data more extensively to define target audience and how it is refining key performance metrics across screens. Importantly, Amanda discusses how measurement challenges continue to impact the market.
Amanda also digs into the influence both Google and Facebook are having and how content providers are reacting plus how these walled gardens fit into overall media plans. Amanda also talks about opportunities with pay-TV operators, especially locally. She also talks at length about how her agency and others are organizing themselves, including the role of specialists in data and technology.
Overall, it’s a really insightful discussion of both the role of agencies and how media will be bought and sold in a more automated and data-driven era.
Data and automation are at the heart of programmatic’s influence on video and TV advertising. At the recent SHIFT // Programmatic Video & TV Ad Summit, we dug in deeply to data and measurement in a session including Larry Allen (VP, Ad Innovation and Programmatic Solutions, Turner Ad Sales), Joan Fitzgerald (VP, Product Management and Business Development, TiVo), Noah Levine (SVP, Advertising Data & Technology Solutions, Fox Networks Group), George Musi (SVP, Head of Analytics and Insight, Optimedia | Blue 449), with Tim Hanlon (Founder and CEO, The Vertere Group) moderating.
A key theme the panelists explored was the complexity involved with multiple measurement systems and data sets. With traditional TV and Nielsen as a single currency, transacting was relatively simple. But with the panelists explaining how their companies are using data and how this leads to customized buys, advertisers’ ability to synch up objectives and results is getting ever more complicated. How to solve this is clearly going to be an ongoing challenge.
NBCU is balancing audience-based targeting conducted though a variety of data and platform initiatives with ads sold the traditional way, based on context and Nielsen metrics. That was one of the key takeaways from a keynote with Dan Lovinger, NBCU’s EVP, Advertising Sales, NBC Sports at our recent SHIFT // Programmatic Video & TV Ad Summit.
In a wide-ranging interview with Wall Street Journal senior editor Mike Shields, Dan discussed how NBCU’s Audience Targeting Platform (ATP) enables the company to re-optimize upfront buys across its entire portfolio, using its own data. Dan contrasted ATP with the company’s recently-launched NBCUx for Linear TV, which allows advertisers to bring their own data and then review all available scatter inventory to create an audience-targeted media plan.
As Dan explained, both approaches are meant to give advertisers more flexibility and efficiency in reaching desired audiences. While the use of data is core, Dan sees data more as a commodity, with the real value being how and where it’s being applied. And while audience-based targeting is gaining momentum, Dan noted that context is still very important and many advertisers remain focused on that.
In the interview Dan also discussed how NBCU is expanding its access to more digital inventory via deals with BuzzFeed and Apple News. He also elaborated on digital viewership in the recent Rio Olympics and how those ads were sold, especially how NBCU structured deals with both Facebook and Snapchat. Dan also highlighted how NBCU has reduced its ad loads in VOD and is very focused on optimizing the viewer’s experience, among other topics.
NBCU has become a leader in the use of data and automation to mine more value from its broad portfolio of networks and digital inventory. Dan’s interview offers great insights about how NBCU is thinking about data and evolving its business going forward.
Convergence has been one of the main themes in video during 2016, as more content traditionally delivered via broadcast channels is being converted to digital streams. The marketplaces of the future - programmatic or otherwise - are beginning to form as media owners piece together a range of sales techniques to maximize their yield. Some of the big trends and changes we expect to see in 2017 are:
At the recent SHIFT // Programmatic Video & TV Ad Summit, we had a deep dive session called “Transactions in Transition: Sizing Up the New Possibilities” in which our panel discussed the key changes in transactions/business models for programmatic video and TV. The panel explored the trend in content providers pursuing private marketplaces along with how they’re operationalized, the shift to audience guaranteed models, yield optimization and the pros and cons of header bidding for video ads plus much more.
The session included Jason Barnett (Head of Programmatic, Teads.tv), Dvir Doron (Chief Marketing Officer, Cedato), Erica Schmidt (EVP, Managing Director, North America, Cadreon), Bryan Sherman (VP, Director, Programmatic, Media Technology, Digitas LBi), with Matt Prohaska (CEO and Principal, Prohaska Consulting) moderating.
Watching video on mobile and connected TV devices is exploding, particularly among younger audiences. Yesterday’s Q3 ’16 FreeWheel Video Monetization Report noted that 22% of video ad views were on connected TVs (up 63% YOY) with 17% on smartphones (up 39% YOY) and another 9% on tablets (up 15% YOY). Combined, that means nearly half of all video ad views are on mobile and connected TV devices.
To further explore video advertising on these devices and programmatic’s growing role, at our recent SHIFT // Programmatic Video & TV Ad Summit, we had two dedicated sessions, one on mobile and one on connected TV devices.
The mobile session included Brian Danzis (Head of Global Video Monetization, Spotify), Jeremy Hlavacek (VP, Global Automated Monetization, The Weather Company, an IBM Business), Frank Sinton (CEO and Founder, Beachfront Media), Sarah Warner (Managing Partner, Digital Investment Lead, Programmatic and Video, GroupM), with Alanna Gombert (SVP, Technology & Ad Operations, IAB) moderating.
The connected TV session included Sean Buckley (SVP, Global Revenue, SpotX), Scott Rosenberg (VP, Advertising, Roku), Seth Walters (Senior Partner, Interactive & Connected Television, Modi Media, part of GroupM) with yours truly moderating.
Below are the session videos.
At the recent SHIFT // Programmatic Video & TV Ad Summit a recurring theme was how premium video providers are navigating carefully into programmatic. To dig in more deeply, we devoted a full session to the topic, which featured Mike Dean (VP, Programmatic and Data-Driven Sales, ABC), Jason DeMarco (VP, Programmatic and Audience Solutions, A+E Networks), Doug Fleming (Head of Advanced TV, Hulu), Jana Meron (VP, Programmatic and Data Strategy, Business Insider), and James Rooke (Chief Revenue Officer, FreeWheel) moderating.
The group did an excellent job exploring all the key issues including how they’re thinking about the role of automation vs. data, how to achieve scale in targeted cross-platform campaigns and then accurately measure attribution, why standards are the most important missing piece of the puzzle, how to satisfy the buy side’s desire for more data, what types of technologies they’re seeking and much more.
All in all, it was a candid discussion of how premium video providers think about the opportunities and challenges of programmatic, and where things are going from here.
Watch the video (32 minutes, 27 seconds).
With programmatic video and TV ad spending forecast to increase to $15 billon in 2018, our opening session at last Wednesday’s SHIFT conference set the stage with a candid discussion around where programmatic video and TV advertising are today, what the role of targeting/data is, what points of friction remain, and what kinds of advertisers and content providers are benefiting most, among other topics.
Participating in the session were Ian Ferreira (EVP, Programmatic, WideOrbit), Lauren Fisher (Sr. Analyst, eMarketer), Adam Heimlich (SVP, Programmatic, Managing Director of HX, Horizon Media), Dean Lucente (Sr. Director, Advanced TV & Programmatic Media Solutions, Comcast Spotlight), with Lorne Brown (Founder and CEO, Operative) moderating.
If you’re looking to understand all the main opportunities and challenges relating to programmatic video and TV, you’ll find this session very worthwhile.
At last week’s SHIFT // 2016 Programmatic Video & TV Ad Summit, we were privileged to have Lauren Fisher, senior analyst at eMarketer, kick off the day by presenting details behind her forecast that programmatic video and TV ad spending will hit $15 billion in 2018, more than doubling from 2016’s estimated $7 billion.
In her 15-minute presentation, Lauren highlighted the critical roles of data, targeting, audience fragmentation, mobile and connected TVs in driving programmatic video & TV ad spending forward. Below is the video of her presentation, and her slides are available here.
The SHIFT // 2016 Programmatic Video & TV Advertising Summit is tomorrow, Wednesday, November 30th in NYC. If you've been debating whether to attend, this is your last chance to decide. Here are some incentives:
Over 50 industry leaders will be speaking on 12 sessions. Executive speakers represent companies including A+E Networks, ABC, Business Insider, Conde Nast, Fox Networks, GroupM, Havas Media, Horizon Media, Initiative, Magna Global, Roku, Spotify, Turner, Univision,The Weather Company, Xaxis plus many others.
Our 2 amazing keynote guests are Dan Lovinger, EVP, Advertising Sales, NBC Sports Group, who will be interviewed by Mike Shields from the Wall Street Journal and Amanda Richman, President, Starcom USA, who will be interviewed by Matt Spiegel, SVP, MediaLink.
Over 400 industry colleagues are registered, guaranteeing a premier day of networking and learning.
All paid registrants are entered to win 1 of 3 Roku Ultra 4K players. Perfect for yourself or for a stocking stuffer gift this holiday season.
Many thanks to our 16 generous sponsors including Premier Partners Altitude Digital, AOL, SpotX, VertaMedia and Videology; Headline Partners Alphonso, Beachfront Media, Cedato, FreeWheel, Operative, Placemedia, Teads, TiVo and WideOrbit; and Branding Partners JW Player and Roku.
Please join us!
Learn more and register now!
Our SHIFT // 2016 Programmatic Video & TV Advertising Summit is coming up just 1 week from today, on November 30th in NYC.
eMarketer is forecasting that programmatic video & TV ad spending will more than double from $6.9 billion in 2016 to $15 billion in 2015. eMarketer’s senior analyst Lauren Fisher will kick off SHIFT, presenting her analysis behind the forecast, including key drivers and challenges. Lauren will then join a panel moderated by Operative’s CEO and founder Lorne Brown, which will further explore the big trends driving programmatic.
Following will be 11 sessions throughout the day, covering all of the most important aspects of programmatic video & TV. Automation and data are poised to be a much bigger part of video & TV advertising, as the entire industry responds to buyers’ shifting preferences and the influence of leaders like Google and Facebook.
Our morning keynote interview is with Dan Lovinger, EVP, Advertising Sales, NBC Sports Group and our afternoon keynote interview is with Amanda Richman, President of Starcom USA. In addition, Lisa Valentino, SVP, Network Sales and Partnerships, Conde Nast & Chief Revenue Officer, Conde Nast Entertainment will be featured in an afternoon spotlight fireside chat.
All SHIFT paid attendees will be entered to win 1 of 3 Roku Ultra 4K players, generously provided by Roku. Additional discounts are available on 5-packs and 10-packs. And, startups and students can register for the reduced $245 ticket (contact me for the code).
In addition to SHIFT’s high-impact program, there will be lots of great networking opportunities with speakers and hundreds of attendees.
Please join us for this top-notch day of learning and networking around programmatic video & TV.
Learn more and register now!
And have a Happy Thanksgiving!
Two weeks from today will be our SHIFT // 2016 Programmatic Video & TV Advertising Summit on November 30th in NYC. We have an amazing program planned, with 50 speakers on a dozen meticulously planned sessions throughout the day.
Our morning keynote interview is with Dan Lovinger, EVP, NBC Sports Group Advertising Sales and our afternoon keynote interview is with Amanda Richman, President of Starcom USA. In addition, Lisa Valentino, SVP, Network Sales and Partnerships, Conde Nast & Chief Revenue Officer, Conde Nast Entertainment will be featured in an afternoon spotlight fireside chat.
To get a sense of how profound programatic’s role is poised to be, eMarketer is forecasting that programmatic video will rise from $6.2 billion in 2016 to $10.6 billion in 2018, while programmatic TV will increase from $710 million in 2016 to $4.4 billion in 2018. Clearly there are very strong market drivers at work, and I’m thrilled that Lauren Fisher, eMarketer’s senior analyst responsible for developing these forecasts will kick off SHIFT by presenting her analysis.
A reminder that all SHIFT paid attendees will be entered to win 1 of 3 Roku Ultra 4K players, generously provided by Roku. Additional discounts are available on 5-packs and 10-packs. And, startups and students can register for the reduced $245 ticket (contact me for the code).
In addition to SHIFT’s high-impact program, there will be abundant networking opportunities with speakers and attendees.
Please join us for what will be the highest-impact day of learning and networking around programmatic video & TV of 2016.
Learn more and register now!