Viacom: ‘Tumblr And Twitter A Big Part Of Our Upfront Packages’


JeffLucasSocial platforms like Tumblr and Twitter give content producers tremendous opportunities to engage with audiences.

But they also present a tremendous challenge – namely being able to distribute and measure that content cross-platform.

As the TV upfront season approaches, Viacom sales chief Jeff Lucas said overcoming this challenge will be a priority. Viacom is working with social media marketing company Mass Relevance (which just merged with Spredfast) to launch a product during upfront season called EchoGraph for advertisers to measure the online influence of campaigns across platforms like Tumblr, Twitter, Instagram and Vine.

“Marketers want a combination of measurement and distribution. Impressions are great, but they want engagement and measurement,” Lucas said. “Echo, (Twitter) Amplify and Tumblr will all be a big part of the upfront packages. We approach every upfront deal with, ‘How do we provide the opportunity for clients to engage with us across all screens and get deep with this content?’”

EchoGraph essentially extends branded content division Viacom Velocity’s client-service offering Viacom Echo. According to Lucas, reach and impressions are important, but marketers are asking about engagement – a metric more commonly associated with native ad formats.

Read the rest of this entry »

Email This Post Email This Post

Sharethrough CEO: ‘The Best Way To Monetize Feeds Is With Branded Content’


SharethroughThe native ad company Sharethrough expanded its services nearly three years ago from a purely video ad platform to multiple types of branded content.

The move to include additional branded content has paid off. The company raised $17 million in a third round of funding in January. It also released a new SDK in early April for delivering native ads across desktop, mobile Web and apps.

AdExchanger spoke with CEO Dan Greenberg about the company’s transformation.

AdExchanger: In 2010, you described Sharethrough as a social video advertising company and now it’s an in-feed ad exchange. When did the transition happen? 

DAN GREENBERG: Our mission has always been the same: to move the ad paradigm from obnoxious ads to quality content. In our early days, that took the form of video. We were distributing video content, ultimately natively, through the Web and not through banners, preroll, search or other interruptions, but in a way that’s integrated into the sites.

We expanded beyond video about two and a half years ago when we built a product that opens up our platform to distribute nonvideo content. We introduced sponsored stories, where brands can promote stories like BuzzFeed articles or content from their blog.

About a year and a half ago, we launched the exchange. We took everything we were doing through the ad server and made it so that it’s now a biddable, programmatic exchange.

Do you serve both publishers and advertisers?

On one side, we have brands that are distributing content like video, editorial and photos. One the other side, there are about 300 sites that are using Sharethrough, publishers who are monetizing their feeds with that branded content, which is made native to everything else you see in the feed. Read the rest of this entry »

Email This Post Email This Post

AdRoll Raises $70m, Turns To Mobile, International Markets


adroll01Retargeting platform AdRoll announced a $70 million funding round, led by Foundation Capital.

The San Francisco-based company, which had previously raised $19 million, has expanded rapidly since launching in 2007 and become a leader in the retargeting space. AdRoll plans to use the investment to beef up its existing platform for mobile, and expand hiring at its headquarters as well as new offices in New York, Dublin and Sydney.

AdExchanger checked in with AdRoll CEO and founder Aaron Bell and President Adam Berke.

AdExchanger: You’ve just received $70 million in funding. Any new investors?

AARON BELL: There’s (Institutional Venture Partners). They’re a leading late-stage growth fund. It’s funded companies like Twitter, Dropbox, Marketo and Omniture. They have an amazing late-stage reputation and are known for their entrepreneur-friendly style.

I’ve known Eric Liaw, who’s going to be joining our board as an observer, for a number of years and he’s always been a great adviser. He has a brilliant mind for metrics, finance and scaling. He’s been very helpful for us.

We also have other late-stage investors such as Performance Equity, Glenmede and Northgate. They are funds that also make later-stage public investments. So they’re helpful in guiding us through the next stages of our company. Read the rest of this entry »

Email This Post Email This Post

A TV Buyer’s Wish List For Video


bill-dayData-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Bill Day, CEO at Tremor Video.

Until recently, TV has been a relatively easy means to a reach and frequency end, but that’s not enough anymore. I doubt any big brand marketer or TV buyer disagrees.

What’s been missing is an easy, scalable and accountable way for TV advertising to cascade across screens and follow consumers and content everywhere. That’s why the hot topic of programmatic has rapidly escalated to the hotter interest in premium programmatic.

I believe premium programmatic is much more than the automated buying and selling of high-quality inventory, especially when using video in comparable ways to TV to achieve brand goals.

Read the rest of this entry »

Email This Post Email This Post

Facebook's Location-Based Ads; TV Versus Web Video


nearby-adsHere's today's news round-up... Want it by email? Sign-up here.

Tracking Location

New location tracking capabilities (announced last Thursday) through Facebook have the ecosystem – and Facebook users – wondering when it will be used for ad targeting.  TechCrunch’s Josh Constine posits, “Imagine if the ads you saw in your News Feed were for restaurants or shops a block away. Those would surely be more relevant to users and more effective for businesses.” Read it.  And, read more reaction to the new feature on Pando Daily.

Read the rest of this entry »

Email This Post Email This Post

Godfather’s Pizza Makes FBX Offers Consumers Can’t Refuse


GFA co-op of 26 Godfather’s Pizza franchises drove online sales at a rate of six times their media spend through FBX.

Working on behalf of the co-op, Nebraska agency SKAR enlisted Varick Media Management (VMM), which it had worked with previously, to help run its coverage through FBX.

Digital advertising is relatively new to the co-op's marketing mix. Godfather's Pizza's director of marketing, Jan Sammons, said these initiatives began in 2013. "So far we have been very pleased with the results of the campaign," Sammons said. "(We) are looking forward to continuing to enhance our traditional advertising efforts with digital."

VMM president Paul Rostkowski said the agency chose FBX because the size of its environment drove down costs. “It’s one of the largest, if not the largest, marketplace that’s available today,” he said. “Because of its size, the impression cost tends to be lower because there are so many users. The less expensive the ad impressions, the more likely agencies are able to meet target ROIs.” Read the rest of this entry »

Email This Post Email This Post

Targeting The Individual: Political Orgs That Use Advanced Advertising Techniques


political-dataThe rules of marketing have changed drastically for organizations that traditionally relied heavily on the big broadcast buy. Consider political campaigns, which are placing a growing premium on targeted messaging across multiple channels.

The tech-savvy campaign that President Barack Obama’s aides unleashed six years ago was only the beginning – employing digital strategies is quickly becoming a differentiating point in the political arena.

In a show of bipartisanship, agencies on the opposite aisle recognize the shift.

“(Content consumption) behaviors are changing,” said Zac Moffatt, co-founder of the digital agency Targeted Victory. He left the company briefly in 2011 to serve as Mitt Romney’s digital director during the primary and general elections. “With television, for the first time ever, now 50% of viewers are watching television online. You still have broadcast, but you have broadcast cable, broadcast cable online.”

Consequently, agencies that service political organizations are looking to expand their horizons. Case in point, Targeted Victory recently integrated its ad tech with community organization platform NationBuilder, a move designed to reach specific audiences via geotargeting or voter data through display ads, preroll video and Facebook Exchange.

Mobile is another hot area. Marketing agency Revolution Messaging Group, which serves the political and nonprofit sector, has seen an increasing demand from organizations looking for help targeting constituents through mobile advertising.

Read the rest of this entry »

Email This Post Email This Post

Behind Adobe’s Primetime Push


JeremyMost know Adobe for the company’s Creative and Marketing Cloud offerings, but it’s the company’s end-to-end, “TV Everywhere” platform Adobe Primetime that steals the show with broadcasters and cable operators like NBC Sports and Time Warner Cable.

The year-old platform encompasses technology Adobe acquired when it bought video ads platform Auditude in 2011, as well as digital rights management, video analytics and user authentication.

“(We want to) help the television industry through this digital transformation and find new and exciting ways to reach their audiences across whatever devices they want to watch their content,” said Jeremy Helfand, VP of Adobe Primetime and former CEO of Auditude.

Helfand spoke with AdExchanger about Adobe’s push to deliver TV content to every IP-connected device.

Read the rest of this entry »

Email This Post Email This Post

The Cross-Device Question: Krux


krux chavez vaidyaKrux’s co-founders, CEO Tom Chavez and CTO Vivek Vaidya, discuss what the company offers in terms of linking consumers across devices.

This is the eighth in AdExchanger’s series on the cross-device question, in which we examine what each DMP can provide in terms of connecting the identities or profiles of consumers across the digital, mobile and offline ecosystem.

In February, AdExchanger spoke with executives from Acxiom, Turn[x+1] and BlueKai.

Earlier this month, we published interviews with Neustar Aggregate Knowledge, Adobe and Lotame.

AdExchanger: What do Krux’s customers want in terms of cross-device connections, and what can Krux offer?

TOM CHAVEZ: The shorthand we use internally is we call it CDUI: Cross-Device User Identification. We see a lot of our clients push us into this and we’re glad they have because we understand how strategic it is.

Do publishers have different needs than marketers?

VIVEK VAIDYA: The challenges are similar in the sense that marketers also want the ability to target users across devices. The most common use case we see is one of frequency capping. They want a true frequency cap, and not a cookie-based frequency cap. The challenge for marketers is they don’t have access to a data set to train algorithms that will come up with the CDUI intelligence we’re talking about. That’s where the service we provide comes into play for them. We can provide not just a global frequency cap in terms of reaching the same cookie across three different media execution systems; we can reach the same user on three different devices across three different execution systems. That’s the most common use case we see as far as cross-device user identification for marketers.

And then once you put in the framework to do true frequency capping you can start to consider true attribution, true people-based attribution, as opposed to cookie-based attribution across devices. Read the rest of this entry »

Email This Post Email This Post

What Challenges Must Be Overcome To Enter The China Ad Tech Space?


China AdviceAs programmatic buying continues to grow internationally, one region is catching companies' eyes: Asia Pacific. But online advertising technology in countries like China is a completely different beast than what many Western ad tech companies are used to.

Many players in the ad tech space in China, including the major publishers, are international companies looking to move into the region. They must learn the market, understand its nuances and connect with local partners.

We reached out to several industry executives in China with the following question:

How can US- or foreign-based ad tech companies make their way into the Asia-Pacific or China market? What challenges must they overcome and what advice do you have?

Please click below or scroll down for more:

Read the rest of this entry »

Email This Post Email This Post