Category: QCC Blog

“Now This News” Video Content Start-up Focuses on Mobile and Social Distribution
O'Keefe, a veteran of ABC News, says that his staff of 30 are creating daily videos which are produced with the mobile consumer in mind as mobile is the primary platform for consumption, he explains.
AUSTIN – "Now This News." a New York-based video news start-up, launched in September with funding from the co-founder of the Huffington Post and the backer of BuzzFeed, plans to follow the success of BuzzFeed, but with video, explains Ed O'Keefe, Editor-in-Chief, in this interview with Beet.TV at SXSW. Much more to come from the panel participants. We spoke with O'Keefe on Monday after his panel moderated by Yahoo Studios chief Anna Robertson. On the monetization side, the short clips will have no pre-roll. Like the ad strategy at BuzzFeed, the publisher will work with brands in associating them with the content, using the same distribution platform.

Digitas’ Sarofian: Native Advertising Allows Brands to be “Commentators”
Sarofian explains that native advertising gives "space for a brand to become a commentator." Incorporating video, photographs, written word, tools and utilities that already exist in the space of the social web, brands are able to become a part of the conversation that’s going on online, not only about their specific brand, but about news, causes and other issues related to their industry. Whereas the advertising experience used to be one-sided, with brands simply pumping their messages out to consumers, today brands are able to become part of the conversation and actually interact with and engage their customers. They still want that reach, they still want that scale." Megan O’Neill They still use buzz words. On a panel at the Beet.TV executive retreat earlier this month, Ashley Swartz of Furious Minds sat down with Digitas SVP and Managing Director Stephanie Sarofian to talk about this trend.
Social media has caused a shift in advertising. She also talks about Digitas’ Brand Live offering, a service that Sarofian describes as "part technology, part process, and a lot people," which operates 24/7 to help brands monitor everything that’s happening online, determining what’s relevant and interesting for consumers, and using this information to respond and engage. In the interview, Sarofian also talks about brands movement away from seeking out "viral videos." She says, "Our clients are at a point where they know better, they’re not asking for viral videos. They still want their return on investment to stretch. They’re looking for us to create content in any form that they can use over and over again, that they can see that return.

LiveRail Expands Into Europe, Boosted by Nearly 300% Revenue Growth
"Publishers are seeing advertisers look for a guaranteed audience..our tools give insights into which portions of their inventory will deliver that desired audience and that helps reduce waste and improve efficiency."For more insight into new developments in real-time bidding and programmatic buying, check out this video interview.
PHOENIX — On the heels of its nearly 300% revenue growth in 2012, real-time online video platform LiveRail is opening an office in the United Kingdom and rolling out across Europe in the coming months, say Mark Trefargne, CEO at LiveRail, in an interview with Beet.TV at the annual IAB Leadership Meeting. "That way publishers can get a seamless experience," he tells us. In addition, LiveRail is updating its Xbox, iPhone and iPad integrations so those devices are real-time bidding capable as well. LiveRail is also building out its measurement tools, in tandem with Nielsen and Facebook, so that publisher partners can deliver ads exclusively to certain segments of their inventory.

Big Data Essential to Success of Connected TVs, MediaCom’s Jeff Hinz

AUSTIN — The next frontier for digital video is the connected TV, says Jeff Hinz, Managing Partner and U.S. We spoke with him at SXSW where he was a panelist at a private session about digital video organized and hosted by Videology."We have 50% of consumers already watching video on their tablets and 30% on their phones. "They want to know that what we're doing with video is accountable," Hinz says.More videos from the session and interviews with the speakers to come. Digital Director at MediaCom, during an interview with Beet.TV. Already, marketers are leaning on "big data" both on the front end and back end of campaigns. Beet.TV's coverage of this event at SXSW is sponsored by Videology. About 10% of all households have an Internet-connected TV, but the majority are accessing connected apps through a device like a Blu-ray or a gaming system, and 60% of all people who have this connectivity are going through these apps to watch video and that is going to continue to explode," he predicts.As video grows across devices, data will take on a larger role. Ultimately, clients want accountability across platforms and with pricing.

LiveRail Expands Into Europe, Boosted by Nearly 300% Revenue Growth
"That way publishers can get a seamless experience," he tells us.
PHOENIX — On the heels of its nearly 300% revenue growth in 2012, real-time online video platform LiveRail is opening an office in the United Kingdom and rolling out across Europe in the coming months, say Mark Trefargne, CEO at LiveRail, in an interview with Beet.TV at the annual IAB Leadership Meeting. In addition, LiveRail is updating its Xbox, iPhone and iPad integrations so those devices are real-time bidding capable as well. LiveRail is also building out its measurement tools, in tandem with Nielsen and Facebook, so that publisher partners can deliver ads exclusively to certain segments of their inventory. "Publishers are seeing advertisers look for a guaranteed audience..our tools give insights into which portions of their inventory will deliver that desired audience and that helps reduce waste and improve efficiency."For more insight into new developments in real-time bidding and programmatic buying, check out this video interview.

Xaxis’ Becker: Agencies Need Better Cross-Media Systems
"We also want a tighter coordination between video and direct response ads so we can convert these people into buyers.
Agencies and marketers want a tighter coordination between measurement of video and other forms of media, says Eugene Becker, VP Analytics at Group M-owned Xaxis, in an interview with Ashley Swartz, CEO and founder of Furious Minds, in this segment from the Beet.TV Big Data Summit. "There is a strong push to link online video planning to TV planning and to look at people who are or are not exposed to TV in the planning of online video," he says. If someone sees a video ad, then a display ad, the display performs much better and there are synergies across all media and we need better systems to plan and execute."The growth in audience buying is spilling over into other areas of media planning, and is likely to become more prevalent in general. He adds that Xaxis is focused on buying audiences across mediums using a range of third-party and first-party data.

Content Recommendation Engine Outbrain Sees Big Upside with Native Video
Andy Plesser
PHOENIX – Outbrain, the content recommendation platform which is widely used by news publishers including, ABC News, to gain views for video and print content, is expanding its platform for brands and agencies seeking views of branded or "native" content, says Tom Foran, GM for North America, this inteview with Beet.TV He says that Outbrain is serving up some 80 billion recommendations per month. We spoke at the IAB Annual Leadership Meeting.

YuMe Taps Booming Growth in Mobile Video Advertising in Europe
Beet.TV's correspondent Ashley Swartz caught up with Hanks in this video inteview taped at the DMEXCO conference. In addition, the type of arrangements and partnerships with publishers in Europe can be very different than in the United States. She is a regular contributor to Beet.TV. He explains how in this video interview.Hanks joined YuMe via acquisition of his company Appealing Media in 2011.Ashley Swartz is a principal of the New York-based consultancy Furious Minds. She is former head of the interactive television practice at Digitas. The growth rate for mobile video in the United Kingdom has been around 400%, he adds.
COLOGNE – Digital video isn't quite a four-screen proposition yet in Europe, but mobile video is growing quickly in places like the United Kingdom, says Owen Hanks, General Manager for Mobile-Europe for ad network and technology company YuMe. In the last year, YuMe in Europe has worked on more than 300 mobile ad campaigns with more than 500 publishers, Owens tells Beet.TV. As an example, mobile video and connected TV are strong in France, while Spain is widening its focus to mobile, connected TV and online, he says. "We have to understand the needs of [each market] before we launch in each market," he says.

Video Ascends the Media Biz as Tremor’s Randy Kilgore is Named Chairman of the IAB
This was evident this week at the IAB Annual Leadership Meeting where video producers and related ad services companies had a high profile on stage and off – and one of our own, Randy Kilgore, Chief Revenue Officer of Tremor Video, was named Chairman of the IAB.
PHOENIX – Looks to us like the power and influence of video is ascending in the world of digital media. We spoke with Randy about the challenges and opportunities around digital video and the work ahead for the IAB around standards.

dotSub Founder Michael Smolens: Thereâ??s A Huge Opportunity For Video Translation
Smolens explains that dotSub’s service is focused on "the 94 percent of the people in the world that don’t speak English as a native language and, knowing that they like to buy products and services from companies that understand their needs and their markets, make an attempt to communicate with them." dotSub has the ability to translate videos into any language using Google Translate, crowdsourced translation, or professional translation for enterprise clients. "dotSub has an approach to create a community of people who can actually speak to each other." On a panel at the Beet.TV executive retreat earlier this month, Pontin sat down with dotSub Chairman & Founder, Michael Smolens, to find out more about the company’s approach to online video translation.
"The internet is a rich community of languages, and yet the languages tend to exist in isolation from each other," says Jason Pontin of MIT’s Technology Review. In the video, Smolens delves into the concepts of crowdsourced translation and enterprise translation, and also talks about why there is such a huge opportunity for video translation online. Megan O’Neill