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Analysis for 'Starcom MediaVest'

  • NewFronts, Upfronts and the Ongoing Battle for Video Ad Budgets [AD SUMMIT VIDEO]

    At the 2015 Video Ad Summit, we reprised a session from 2014, focused on NewFronts, Upfronts and the Ongoing Battle for Video Ad Budgets, including Jackie Kulesza, EVP, Group Director, Digital Acceleration, Starcom and Adam Shlachter, Chief Investment Officer, Digitas Lbi, with Tim Hanlon from The Verrtere Group moderating.

    The session included a deep dive into why the Upfronts are still important to advertisers even as online video advertising spending has soared. Still, Jackie and Adam agreed that advertisers are seeking more flexibility than ever to buy in real-time and optimize their campaigns, which has put huge pressure on the Upfront process.

    The session also touched on the important role of data, why price is still a critical issue, how measurement challenges are still holding back true cross-platform audience buying, how advertisers are adapting and much more.

    Watch the interview now (34 minutes, 10 seconds)

     
  • Altitude Digital - full banner - 6-11-15
  • Modernizing the Marketing Mix With Online Video [AD SUMMIT VIDEO]

    At the Video Ad Summit, Frank Amorese, Media Director, Heineken USA and Dan Kern, SVP/Managing Director, MediaVest shared their insights on how online video and programmatic are changing their marketing mix. Keith Eadie, CMO of TubeMogul moderated.

    Heineken is shifting marketing spending to digital channels, especially for its brands that target 21-29 year-olds since they’re watching less TV.  Dan and Frank discuss how they’re using data to drive their spending in video based on both reach and business outcomes.

    They measure cost of video on the basis of CPM, viewability, quality of targeting and other factors. Frank also discusses how they’re measuring both sales lift and attribution. Frank and Dan also describe how they’re implementing programmatic, including vendor selection, plus lots more.

    Watch the interview now (28 minutes, 40 seconds)

     
  • thePlatform full banner - 2-6-15
  • NewFronts, Upfronts and the Battle for Video Ad Budgets [AD SUMMIT VIDEO]

    One of the highlights of the recent Video Ad Summit was a session including Jackie Kulesza, SVP, Director, Video, Starcom MediaVest and Adam Shlachter, Head of Media Activation, Digitas LBi, focused on the NewFronts, Upfronts and future of video ad budgets. The discussion was driven by Jim Nail, Principal Analyst at Forrester Research.

    Adam and Jackie provided a wealth of insights into how video ad buying has evolved at their agencies and how they believe the market will work down the road. They provide perspectives on the NewFronts, where video ad budgets are being sourced from, how clients' strategies are changing and much more. For anyone looking for the agency perspective on online video advertising, it's a very worthwhile 35 minutes.

    watch the sesion video

     
  • Altitude Digital - full banner - 6-11-15
  • Visible Measures and VivaKi Launch CONTAGION, An Earned Media Planning Tool

    Getting a branded video to go hugely viral is like catching lightning in a bottle - it's hard to predict and very rare. But a viral video's huge branding benefits through free, or so-called "earned media" impressions, makes it extremely appealing.

    Now Visible Measures, which has been tracking video viewership across devices for years, and Publicis Groupe's VivaKi and Starcom MediaVest have developed a planning tool called CONTAGION that uses data to help brands and agencies actually plan for how viral a branded video campaign could be. CONTAGION is launching today for use by Publicis Groupe agencies for a year before becoming available to the broader market.

    continue reading

     
  • thePlatform full banner - 2-6-15
  • 5 News Items of Interest for the Week of Aug 16th

    I've received positive feedback on the Friday feature I introduced 2 weeks ago, highlighting 5-6 of the most intriguing online and mobile video industry news items that I noticed during the week. As a result, I'm continuing on today and look forward to your further reactions.

    As a reminder, each day in the right column of both the VideoNuze web site and email you'll find the "Exclusive News Roundup" which includes the most relevant online and mobile video industry articles that I've curated from numerous sources around the web. Typically there are 35-40 links rounded up each week, which means VideoNuze now has thousands of links available, all fully searchable. This is an invaluable resource when doing research and I encourage you to take a look next time you're hunting for a specific piece of online/mobile video information.

    Now on to this week's most intriguing news:

    Hulu is Said to Be Ready for an I.P.O.
    The big news leading off the week was that Hulu is testing the waters for a public offering valuing the company at $2 billion. Investors beware: while ad sales are up, exclusive deals with key TV networks are short-term, subscription service Hulu Plus is still unproven and competition from Netflix and others is intensifying. If the deal works, it will be a huge milestone for the company.

    Rumored $99 iTV Could Pave Way for $2,000 Apple-Connected Television
    A Wall Street analyst conjectures that Apple is well-positioned to offer a high-end, connected TV. Apple has been on the sidelines as online video makes its way to the TV, surely this won't remain the case forever.

    Netflix Lust for "True Blood" Is Unrequited As HBO Blocks Path
    Though Netflix just landed Epix, it is unlikely to get a deal with HBO any time soon, as the big premium network is committed to its current distribution partners, and to its own online extension, HBO Go. Netflix will still find plenty of other willing partners given its strong motivation to acquire streaming content rights.

    In Battle of Smartphones, Google Has the Right Answer
    With Google's Android phones proliferating, the iPhone's market share is slipping. And with Android tablets coming, the iPad will soon be in the crosshairs from competitors. For mobile video this means more choices and flexibility.

    Net Profits for BermanBraun
    Big ad agency Starcom MediaVest commits up to a $100 million to upstart Hollywood producer for deeper brand integrations. More evidence that ad spending is moving online and in more creative ways.
     
  • Altitude Digital - full banner - 6-11-15
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