Category: QCC Blog

Extreme Reach Cross-Media Reporting Suite Lets Advertisers Measure Video Campaigns Across All Screens
We had the opportunity to sit down with Extreme Reach CMO, Robert Haskitt, to find out more about how the service is enabling brands to measure live TV and online video campaigns together. But advertisers are still facing problems when it comes time "to measure their campaigns across all those screens—to find out what’s working, how those screens work together, to create business, to drive consumers to their brands, etc." Extreme Reach’s new cross-media reporting suite solves this problem, by helping marketers understand how their campaigns are working across all of those screens, how they can effectively split media budgets between TV and online video advertising, how they can optimize reach and more. Haskitt tells us, "The television audience isn’t just viewing TV programming on TV anymore." They’re viewing on mobile devices, connected TVs, Smart TVs and more.
Earlier this month, video campaign management platform Extreme Reach launched a new cross-media reporting suite that enables advertisers to measure their video campaigns across all screens, from television to mobile and across the web. Megan O’Neill This "represents a great opportunity for advertisers to reach those audiences," says Haskitt.

Addressablity Maximizes Video Inventory, Collider Media’s John Rogers
One way to do through is through addressability, he tell us. "It's important to understand the constraints they have on them around advanced targeting and addressability of their inventory."For more insight into targeting, check out this video interview.Disclosure: Beet.TV’s coverage of the IAB Leadership Meeting is sponsored by Videology. "We are having lots of conversations around addressability and using data to carve out the niche of your inventory to improve profitability."That's because publishers want to increase CPMs and grow their fill rates.
PHOENIX — Given the constraints in the supply of video inventory, technology firms are looking for ways to help publishers optimize campaigns across screens, says John Rogers, Senior VP and Publisher Development at Videology-owned Collider, during an interview with Beet.TV at the IAB Leadership Meeting. "We create a space between remnant and your top branded sales through adressability," he says. Technology firms need to understand the challenges publishers face today.

Washington Post Evaluates Branded Video, Expands Video Programming Slate
"With native advertising, at the highest level it's about setting clear reader expectatons and making sure the sourcing is there, and all the work that goes into our editorial content is distinguished enough so we are setting clear expectations with the readers," Ravindran tells us. "We are exploring native content through Slate because that is a Web-only publication."But with a brand like The Washington Post and its history, the company is more careful. That's why the media company often tests those type of ad formats on smaller owned properties such as The Slate.
A media property like the Washington Post needs to consider factors such as sourcing and standards when deciding whether to run branded video, says Vijay Ravindran, Senior VP and Chief Digital Officer at the Washington Post Company during an interview with Beet.TV at the Beet.TV executive retreat earlier this month. "Just because others are doing it doesn't mean it's working for Washington Post, so you see more experimentation out of smaller properties like Slate, Foreign Policy and The Root, but they can also explore these areas, develop the thesis, and see what works."He also spoke about The Washington Post's video strategy, its politics channel, and the "gets" the publication has landed with newsmakers. For more insight, check out this video interview.

“Now This News” Video Content Start-up Focuses on Mobile and Social Distribution
Much more to come from the panel participants. Like the ad strategy at BuzzFeed, the publisher will work with brands in associating them with the content, using the same distribution platform. On the monetization side, the short clips will have no pre-roll. We spoke with O'Keefe on Monday after his panel moderated by Yahoo Studios chief Anna Robertson. 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.

Nielsen, Twitter Moving Forward on Social TV Rating
In addition to video measurement, Nielsen is working on a social TV rating via its partnership with Twitter, inked late last year. More videos from the session and interviews with the speakers to come. Beet.TV's coverage of this event at SXSW is sponsored by Videology. The Nielsen Twitter TV rating is slated for availability for the Fall 2013 TV season."The point is to make it actionable and have a real currency for a programmer," he says.
AUSTIN — The next vital step in digital video measurement will be in the development of a more holisitic rating for video across platforms, including tablets and mobile devices, predicts David Gill, VP at Nielsen, during an interview with Beet.TV. We spoke with him at SXSW where he was a panelist at a private session about digital video organized and hosted by Videology. Under that relationship, Nielsen is studying the connections between earned media and tune-in to develop industry standard metrics around that behavior that would help marketers understand whether tweets drive viewership and by how much, he says.

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.
Social media has caused a shift in advertising. 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 that reach, they still want that scale." Megan O’Neill 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. 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. They still use buzz words. 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. They still want their return on investment to stretch.

Programmatic Buying is Big at AOL: Its DSP Deployed at Most Agency Holding Companies

PHOENIX – AOL has embraced the "programmatic" selling of inventory via an exchanged scenario and has deployed its own DSP (demand side platform) technology to four of the five top agency holding companies, says Ned Brody, CEO of AOL Networks, in this inteview with Beet.TV We spoke with him on Monday at the IAB Annual Leadership Meeting.

Digitas’ Sarofian: Native Advertising Allows Brands to be “Commentators”
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. They still want that reach, they still want that scale." Megan O’Neill 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. 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. 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. They still want their return on investment to stretch. 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. They still use buzz words.
Social media has caused a shift in advertising. 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.

Shira Lazar: How ‘Whatâ??s Trending’ Web Show is Powered by Brand Advertisers

What’s Trending has made a name for itself as the source for all things trending online. I think that with the right brand, that understands the importance and value of that, we can create great content together." Megan O’Neill "Brands power what we do," says Lazar. We caught up with host Shira Lazar at SXSW to find out more about What’s Trending’s work with brands. Lazar explains that when working with brands, it’s important to find the perfect equilibrium to meet the brand’s goals without compromising your own goals. "We wouldn’t be around still as a startup, and as a brand ourselves, if it wasn’t for companies like Samsung powering us." What’s Trending partnered with Samsung on their live coverage of SXSW on the ground in Austin. "We talk to [brands] about what they’re working on, their focus and their initiative, and we figure out interesting, creative ways to focus on their goals while also being loyal to our editorial and our community. One of the ways that the daily, live, interactive web show is able to stay up and running is with the support of brands.

Wibbitz Text-To-Video Platform Allows Viewers To “Watch” Any Text News as a Video
While Wibbitz does offer a "fine-tuning" tool, to allow publishers to make slight modifications within videos, the company prides itself on being able to create video content automatically.
Today, "more and more people are consuming their information through news aggregators, especially in the post-PC era, where more and more people are consuming their information on mobile devices, tablets and Connected TVs," says Wibbitz CEO Zohar Dayan. Wibbitz provides a solution that takes this news content and turns it into an easily-consumable video clips. "It’s all machine-generated," pulling entire text articles, summarizing and analyzing them and creating a video automatically that "captures the essence of the text" and portrays it in a visual way. "At Wibbitz we’ve created a technology that can automatically turn almost any text-based article on the web into a video summary in just a few seconds," says Dayan. Dayan explains, "What would normally take at least four people putting in ten man hours” is created in seconds, “enabling publishers to create video content at scale that can be efficiently monetized and is very cost-effective for them to create." Megan O’Neill On a panel at the Beet.TV executive retreat earlier this month, Dayan sat down with Jason Pontin of MIT’s Technology Review to speak about how the Wibbitz platform works.