Video Ad NewsAs the exclusive sponsor of Video Ad News for dmexco this year, our booth was the designated filming location for a wide array of interviews with executives from around the world, including two of our own, CEO Jeremy Ostermiller and CTO Manny Puentes. The following content was written by Vincent Flood and originally published on Video Ad News.

Publishers Need to be Smarter about Selling to Compete Against Facebook and Google

Even in 2016, the reality is that many publishers are still getting to grips with their programmatic strategies. And in fairness to them, barely a quarter goes by where a new threat emerges, a new piece of tech is launched, or a new industry fad takes hold. Here Jeremy Ostermiller, CEO at Altitude Digital, provides some easily-implemented programmatic pointers that publishers can use to both protect their brand whilst also make their inventory more attractive programmatically to advertisers. Filmed at dmexco, Cologne.

 

Header Bidding Won’t Exist in Five Years Time

Few ad tech innovations have captured the attention of publishers as much as header bidding has in the last year so. Being able to tap into additional demand sources simultaneously has enabled publishers to bypass the limitations of Google’s DFP ad server and drive up yields. However, it is increasingly accepted that header bidding is more of a sticking plaster solution and that ultimately direct sales and programmatic demand should be managed on the publisher’s own ad server. Here Manny Puentes, CTO at Altitude Digital, a Programmatic Video Platform headquartered in Denver, Colarado, explains why he thinks header bidding solutions aren’t sustainable over the long haul.

 

Programmatic Needs to Permeate the Planning Process

For the first few years of programmatic advertising, the process was generally managed by small groups of specialists at the agency trading desks. However, over the last couple of years we’ve seen agency groups push programmatic trading more and more out to the individual media agencies. This means that data-driven advertising has moved closer to those responsible for planning campaigns and creativity, which is something Havas have been pushing more heavily than ever with there commitment to train up everyone across the agency on the mechanics of programmatic trading. Here Hossein Houssaini, Global Head of Programmatic Solutions at Havas, explains how programmatic is finally pushing out to all parts of the agency.

 

Programmatic TV Will Move Forward in Europe the Next 12 to 18 Months, with the UK Taking the Lead

From the outside, it might seem that progress on programmatic TV advertising in Europe has been painfully slow. Whilst this is partly due to the fact that most of the markets are heavily dominated by a handful of players who are happy with the status quo, by all accounts even the most technologically conservative of broadcasters are now waking up to the fact that programmatic TV advertising isn’t really a choice any more, and to the fact that it’s more of an opportunity than a threat to their businesses. Here Chip Scovic, Chief Revenue Officer for TubeMogul, says how his company started to see meaningful discussions with European broadcasters at Dmexco this year.

 

Why Third-Party Ad Serving Doesn’t Exist in China

The Chinese media and advertising market is probably the most interesting on the planet. While its huge scale and surging growth are fascinating in themselves, things get really interesting when you start to look at the unique mix of market dynamics, powerful local players and the array of political and cultural challenges facing new entrants. One company working on the buy-side of video is ReachMax, a video DSP. Here Charlie Wang, the company’s COO, provides a snapshot of video in China today and explains why third-party ad serving – one of the cornerstones of programmatic advertising – still doesn’t exist. Charlie will be delivering a keynote on ‘Video in China’ at New Video Frontiers on day two, 20th October, 2016.

 

The Opportunities and Challenges of Using Video Advertising in Messaging Environments

In the days when SMS once seemed so dominant, few could have predicted that messaging would have changed so much and that the new messaging services would become so influential as platforms for everything from media to ecommerce. In just a few weeks, a new European service called ‘Kweak‘ will be launched by Berlin-based holding company Castaclip, who also work in video syndication and have a personalised content recommendation engine. Kweak will focus heavily on the visual aspects of communication and will allow users to use text, audio and video to allow users to “remix” elements of their message with emotional effects, which they say will enable users to convey a deeper meaning than conventional text. At Dmexco VAN spoke to Ekow Yankah, Kweak’s founder and CEO, about the commercial model and the role that advertising could play in a messaging platform, where traditional ‘interruptive’ advertising could be unwelcome if not implemented correctly.

 

Bringing Premium Video to the Long Tail

One of the industry’s largest barriers to the growth of video advertising has been the belief that publishers have to create all of their own content in-house. Whilst it’s just about economically viable for written editorial (and certainly not always) – it’s considerably more difficult to get a return on premium video which is more expensive to produce. Video syndication is the answer, and we’re increasingly seeing those services being rolled out as self-serve platforms, so now syndicators can also sell to publishers on the mid to long tail. The most recent of these platforms is Glomex, a new start-up that is owned by German broadcasting giant ProSieben but remains completely independent. Here Michael Jaschke, Glomex’s founder and CEO, explains to VAN how the media exchange will work and how his company want to bring video to ‘the 70 percent of the web that isn’t Google and Facebook’.