Posts for 'Programmatic'

Early bird discounted tickets end tomorrow for the SHIFT // 2016 Programmatic Video & TV Advertising Summit on Wednesday, November 30th in NYC. If you register early you save $100 and also double your chances* of winning 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).

SHIFT is going to be a jam-packed day of learning and networking with 40+ industry executives on a dozen different sessions. Attendees will hear from companies leading the charge into programmatic video and TV including ABC, A+E Networks, Alphonso, Altitude Digital, AOL, Beachfront Media, Cadreon, Cedato, eMarketer, FreeWheel, Foundation Capital, Fox Networks Group, GroupM, Havas Media, Horizon Media, Hulu, Magid, Magna Global, MediaLink, Modi Media, Nielsen, Operative, Optimedia, Placemedia, Prohaska Consulting, Roku, Spotify, SpotX, The Wall Street Journal, The Weather Company, TiVo, Turner Ad Sales, Univision, VertaMedia, The Vertere Group, Videology, WideOrbit and Xaxis and others.

Our amazing keynoters include Amanda Richman, President of Starcom USA and Dan Lovinger, EVP, NBCU, as our keynote guests as well as Lisa Valentino, SVP, Network Sales and Partnerships, Conde Nast & Chief Revenue Officer, Conde Nast Entertainment participating in a spotlight fireside chat.

I hope you’ll join us for this must-attend day of learning and networking!

Learn more and register now!

(* Early bird registrants get 2 entries each for the Roku Ultra drawings.)

Reminder that there’s just 1 week left to take advantage of discounted early bird tickets for the SHIFT // 2016 Programmatic Video & TV Advertising Summit on Wednesday, November 30th in NYC. Early bird registrants save $100 on regular tickets and also double their chances* to win 1 of 3 Roku Ultra 4K players, generously provided by Roku. Further 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).

There are now over 40 industry leaders scheduled to speak at SHIFT from ABC, A+E Networks, Alphonso, Altitude Digital, AOL, Beachfront Media, Cadreon, Cedato, eMarketer, FreeWheel, Foundation Capital, Fox Networks Group, GroupM, Havas Media, Horizon Media, Hulu, Magid, Magna Global, MediaLink, Modi Media, Nielsen, Operative, Optimedia, Placemedia, Prohaska Consulting, Roku, Spotify, SpotX, The Wall Street Journal, The Weather Company, TiVo, Turner Ad Sales, VertaMedia, The Vertere Group, Videology, WideOrbit and Xaxis, with many others to be announced soon.

We’re privileged to have Amanda Richman, President of Starcom USA and Dan Lovinger, EVP, NBCU, as our keynote guests as well as Lisa Valentino, SVP, Network Sales and Partnerships, Conde Nast & Chief Revenue Officer, Conde Nast Entertainment participating in a spotlight fireside chat.

I hope you’ll join us for this must-attend day of learning and networking!

Learn more and register now!

(* Early bird registrants get 2 entries each for the Roku Ultra drawings.)

The program and initial group of over 25 speakers for SHIFT // 2016 Programmatic Video & TV Ad Summit on Wednesday, November 30th in NYC are now available on the SHIFT web site. The program includes 12 sessions that will dig into all aspects of programmatic video & TV. There are keynote interviews, fireside chats, research presentations and discussion sessions all meant to enhance attendees’ understanding of the burgeoning programmatic video & TV landscape.

Our initial group of speakers come from leading advertisers, agencies, content providers/publishers, technology providers and investors. Our keynoters are Dan Lovinger, EVP, NBCUniversal Sports Ad Sales, who will address the topic of How NBCU is Innovating with Programmatic and Amanda Richman, President, Starcom USA who will talk about Agencies Evolving Role in the Programmatic Video & TV Era.

Other speakers are from ABC, Alphonso, Altitude Digital, AOL, Beachfront Media, Cedato, eMarketer, Foundation Capital, FreeWheel, Horizon Media, Hulu, Magid, MediaLink, Nielsen, Operative, Placemedia, Prohaska Consulting, Roku, Spotify, SpotX, The Wall Street Journal, The Weather Company, TiVo, Turner Ad Sales, VertaMedia, The Vertere Group, Videology, WideOrbit and Xaxis, with many others to be announced soon.

Reminder that all paid registrants will be entered to win 1 of 3 Roku Ultra 4K streaming players, generously provided by Roku. In addition, early bird registrants save $100 off the regular rates. Further 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).

Learn more and register now!

I’m excited to share that Dan Lovinger, EVP, Entertainment Advertising Sales Group at NBCUniversal and Amanda Richman, President, Starcom USA, will be our keynote speakers at our SHIFT // 2016 Programmatic Video & TV Ad Summit on Wednesday, November 30th in NYC.

Dan will be interviewed by Mike Shields, senior editor at the Wall Street Journal, about how NBCU is innovating with programmatic. With its NBCUx private exchange initiative, NBCU has been one of the most forward-thinking TV network groups. Most recently NBCUx was extended for linear TV, enabling buyers to leverage data and automation across NBCU’s TV networks. In the interview, Dan will discuss how NBCU is building on its traditional ad sales strengths with programmatic, what’s on the roadmap for further innovation and how programmatic will scale across the TV industry.

Amanda will be interviewed by Matt Spiegel, Managing Director, Marketing & Technology Solutions at MediaLink about agencies’ evolving role in the programmatic video & TV era. Agencies have new opportunities to use data and technology to add value for clients as planning and buying models evolve. Amanda will share insights about how agencies are re-inventing their role for the programmatic era and what’s ahead.

Both Dan’s and Amanda’s keynote sessions will be highlights in a packed day of deep-dive sessions, with over 25 speakers already on board from throughout the industry.

Early bird registrants save $100 off the regular rates, with further discounts available on 5-packs and 10-packs. And, startups and students can register for the reduced $245 ticket (contact me for the code).

I hope you’ll join us for this must-attend day of learning and networking!

Learn more and register now!

Operative has officially launched Operative Compete, a SaaS platform for publishers to centrally manage all of their programmatic partners. Operative Compete works for display and video inventory and across header bidding and waterfall set-ups. A beta version of Operative Compete has been in use by Outdoor Channel, Rolling Stone, Us Weekly, Nasdaq and Meredith Corporation.

Programmatic is becoming a bigger part of the advertising landscape, with eMarketer forecasting that $25.2 billion, or 73% of all U.S. display and video advertising will be transacted programmatically in 2016, rising to $37.9 billion, or 82% of spending, in 2018. eMarketer cites two reasons for the surge in programmatic: buyers’ and sellers’ increased comfort using automation and technology to transact, and increasing demand for audience-driven buying.

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Fourteen industry-leading companies are on board as the initial sponsors of VideoNuze’s SHIFT // 2016 Programmatic Video & TV Advertising Summit on Wednesday, November 30th in NYC. This will be our 2nd annual SHIFT conference, following the success of our inaugural event last year which drew 375+ attendees and 50 executive speakers.

The initial group of sponsors includes Premier Partners Altitude Digital, AOL, DashBid, SpotX, VertaMedia and Videology, along with Headline Partners Alphonso, Beachfront Media, FreeWheel, Genesis Media, Placemedia, TiVo Research and WideOrbit, plus Branding Partner Roku.

I’m incredibly grateful that all of these companies are supporting SHIFT // 2016. There are additional sponsorship opportunities available; please contact me if you’d like to learn more.

The SHIFT // 2016 program is coming together nicely and will be laser-focused on key topics in programmatic video & TV advertising. The program will include a mix of keynote interviews, panel discussions, fireside chats and research presentations. As always the goal is to provide attendees with insights and data that are valuable in both day-to-day and longer-range planning. Stay tuned for more information on the program and our initial group of speakers.

Early bird discounted tickets are now available. I hope you’ll join us on November 30th!

LEARN MORE and REGISTER NOW!

I recently had a chance to talk with Eddie Lee, who is VP of Programmatic at 495 Communications, which combines original travel-related video and programmatic video advertising. Eddie brought me up to speed on the company and their recently launched 495 QeX product. Following is a transcript.

VideoNuze: Explain the multiple parts of 495 Communications' business and how they work together?
 
Eddie Lee: 495 Communications has two subsets on the supply side: one being a large publisher-direct network and the other side being our O&O content, HTML5 player (SavvyGo), and Travelsavvy.tv - true cross device inventory (desktop, mobile and CTV/OTT apps).   Using our own proprietary RTB exchange, we are able to service advertisers and demand partners by providing them quality traffic, in scale.

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Leading up to VideoNuze’s SHIFT // 2016 Programmatic Video & TV Advertising Summit on November 30th in NYC, VideoNuze will be publishing a series of interviews with industry executives that help explain the industry and provide attendees with background information for the SHIFT discussion sessions. Today, I’m pleased to share an interview with Derek Mattsson, who is president of Placemedia. Read on to learn more about programmatic TV’s opportunities and challenges, the impact of this year’s upfront, the role of TV networks’ data initiatives and much more.

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As I wrote last week and previously, the TV industry is in a race to data enable its ad inventory to retain its value relative to online video alternatives and platforms like Facebook and Google that provide audience data at huge scale. Many technology providers are innovating to provide the software tools necessary for the TV industry to make this transition and the latest example is from clypd, which yesterday introduced Optimize Private Marketplace (PMP), which adds to existing features in clypd’s linear TV PMP offering.

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FreeWheel has acquired Paris-based video supply-side platform StickyADS.tv, for an undisclosed sum, the companies announced this morning. StickyADS.tv is one of the largest independent SSPs and has a team of approximately 100, including a beachhead in the U.S. that was established last Fall. The companies have been working together since last year, including an integration when StickyADS.tv was one of the initial SSPs to join FreeWheel’s Preferred Partners program.

FreeWheel’s co-CEO and co-founder Doug Knopper told me that the acquisition was in direct response to customers’ requests to have a single platform to manage both video ads that are direct sold and those that are transacted programmatically. FreeWheel’s customers are among the biggest broadcasters, cable networks and online publishers, and while Doug said direct sold still accounts for the vast majority of inventory for its customers, they recognize how critical programmatic has become and are aggressively positioning themselves for the future.

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AT&T has partnered with video ad tech provider Videology to enable advertisers to buy ads on linear TV across over 130 different cable TV networks in 26 million DirecTV and U-Verse homes. At Videology’s Full Frontal Video event in NYC this morning, I did an on-stage interview with Jason Brown, VP, National Advertising Sales for AT&T AdWorks about the new initiative and how it will be implemented.

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Demand-side video ad platform TubeMogul reported record Q4 2015 and full year 2015 financial results yesterday, once again beating its own forecasts, as investments in programmatic TV (PTV) and cross-screen planning paid off.

For 2015, total ad spending through TubeMogul was $414.2 million, up 63% vs. 2014 (above the most recent forecast of $406-$408 million), revenue was $180.7 million, up 58% vs. 2014 (above the forecast of $173-$175 million), gross profit was $122.5 million, up 53% vs. 2014 (above the forecast of $117-$119 million) and adjusted EBITDA was $3.4 million, up 31% vs. 2014 (above the forecast of a loss of $1-$3 million).

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I'm pleased to present the 311th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

First up this week we discuss NBCU’s announcement on Wednesday that it will allow select advertisers and agencies to buy ads programmatically in its linear TV networks. It’s another important step in advertising becoming more data-infused and targeted, though as I explained, it’s not yet a full-blown programmatic offering like we’ve seen in video and display. Colin and I dig into the details.

We then turn to new research on connected TV adoption and forecasts. Colin details findings from 3 different sources, which differ from one another. We attempt to reconcile them, although not fully successfully. Regardless, connected TVs remain one of the pivotal areas of online video, providing access to high-quality long-form content in the living room.

Listen now to learn more!

Click here to listen to the podcast (22 minutes, 57 seconds)



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NBCU made a big move to embrace audience-based buying yesterday, announcing that select advertisers and agencies will be able to use data and automation to buy ads on linear TV. The expansion of the company’s NBCUx platform represents the most significant step by a TV network group yet to adopt a programmatic approach to buying traditional TV ads. NBCU called its initiative “unprecedented.”

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Newsy, a popular video-based news service for millennials, has partnered with SpotX for programmatic video ads in Newsy’s Apple TV app. The companies believe they are among the first to monetize Apple’s tvOS which was itself first announced by Apple last September in conjunction with the launch of the new Apple TV.  SpotX released an SDK for Apple TV last November.

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At last month’s SHIFT // Programmatic Video & TV Ad Summit, David Szahun, American Express’s Director of US Media, Global Brand Marketing and Digital Partnerships shared his insights about the evolution of programmatic video & TV and why he’s bullish on both. In particular, David zeroed in on the need for “premium programmatic video” which he defines as a direct buyer-to-publisher relationship, with a fixed CPM, guaranteed premium reserve inventory and first-party data overlay. David explains more about why he believes this is valuable.

In a follow-up interview with me, David also provides thoughts on why programmatic TV is developing more slowly than video, why addressable TV with automation isn’t here yet, how American Express is organized and what role its agency plays, and the key challenges for programmatic. Throughout, David is quite candid and thoughtful about how AmEx views programmatic and how it’s being incorporated into the company’s marketing mix.

Note, all of the SHIFT session videos are now included in the player below.

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What’s driving the growth in programmatic video & TV and what’s ahead? These questions were the focus of our opening and closing sessions, respectively, at last month’s SHIFT // 2015 Programmatic Video & TV Ad Summit. Together, the sessions present a compelling picture of the shift to programmatic and its potential going forward.

In the opening session, Magna Global’s EVP and Director of Global Forecasting, Vincent Letang shared the firm’s forecast that 56%, or approximately $11 billion, of online video ad spending in 2019 will be programmatic. Of this, almost $8B will be RTB. The panel, which included Vincent and Keith Grossman (Head of US Sales, Bloomberg), Jason Lopatecki (Chief Strategy Officer, TubeMogul), Trevor Mengel (Director, Programmatic Product - HX, Horizon Media) with Sorosh Tavakoli (SVP, AdTech, Ooyala) moderating, then dug into what’s driving the rapid growth.

Then later in the day, our “Looking Ahead” session focused on how programmatic is going to play out and over what timeline. In particular, key nuances were discussed, such as legacy systems and motivations in TV. The session included Lorne Brown (Founder and CEO, Operative), Noah Levine (SVP, Revenue Operations, Advanced Advertising Product Team, Fox Networks Group), Scott Rosenberg (VP, Advertising, Roku), Alan Smith (Chief Digital Officer, Assembly), Rich Sobel (SVP, Solutions, VivaKi Operating System) and David Silverman (Assurance Partner, PwC), moderating.

watch the session videos

As the traditional bridge between buyers and sellers in the video ad business, agencies have a huge vested stake in how programmatic plays out. On the one hand, programmatic gives advertisers more control than ever in terms of managing their spending and targeting their audiences. But on the other hand, programmatic requires highly specialized new skill sets and investments to truly pay off.

These topics and more were part of our “Agency of the Future” session at last month’s SHIFT // 2015 Programmatic Video & TV Ad Summit. The session included Christina Beaumier (SVP, Xaxis Media), Adam Kasper (Chief Media Officer, Havas Media North America) with Steve Grubbs (Prohaska Consulting and former CEO, PHD North America), moderating.

Adam and Christina shared how their organizations are structured to capitalize on programmatic, why automation does not lead to staffing cost savings, what the proper agency compensation models are for programmatic, whether programmatic video and TV should be planned/executed in one group, why connected TV advertising is gaining momentum and much more. It’s a fascinating discussion for anyone with an interest in agencies’ role in the programmatic future.

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What exactly is “programmatic TV” and what are its main challenges and initial successes? These were the topics of two of our sessions at last month’s SHIFT // 2015 Programmatic Video & TV Ad Summit. While the term “programmatic” was in the conference’s title, as our panelists explained, it means something very different when applied to online/mobile video vs. when it’s applied in TV.

In fact, a number of the panelists on the two sessions objected to the very use of the term “programmatic” for TV advertising (as did our morning keynoter, Turner Ad Sales president Donna Speciale), believing it shouldn’t be carried over from video and display advertising because TV’s specifics are so different.

Regardless of terminology, both sessions highlighted how TV network groups are building out their own data platforms to support a shift to audience-based targeting/buying beyond just age and gender. But many panelists noted that these disparate efforts will cause even more market complexity compared to the singular (if imperfect) current Nielsen system.

Panelists also explained that data-centric buying in TV advertising is happening in many different ways, and “addressable TV” (which uses set-top box viewing data) appears to have emerged as an early favorite.

All in all the two sessions provided many critical insights on programmatic TV (loosely defined), the key hurdles, early successes and likely trends for 2016. For anyone trying to better understand how TV advertising is going to evolve in the face of OTT’s growth, watching the session videos below, will be time well-spent.

watch the session videos now