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Massive’s Drosin Sees TV Ads At The Fabric Of UId

Article by Robert Andrews (November 17, 2016)

 

BOSTON - We’ve had pre-roll, post-roll, mid-roll, in- and out-stream. But what if the future of video advertising lay more closely at the heart of the media that carry it?

 

That is what’s on the mind of Alex Drosin (President, North America) of a tech company helping build mobile and TV apps for TV operators and content owners around the world.

 

His company, Massive Interactive, mostly works with operators offering a subscription model. But that doesn’t leave out the prospect of advertiser funding.

 

“If it’s an AVOD model, traditionally that’s happened on the OVP (online video platform) side in the video space,” Drosin observes, in this video interview with Beet.TV.

 

“But, more and more what we’re seeing is clients that want to integrate brands/campaigns right in to the UI layer. What’s exciting is to see how you can achieve premium CPMs by integrating directly in to the UI level.”

 

Drosin is speculating about the move from delivering advertising in dedicated inventory holes in a user interface, to becoming part of the fabric of a UI itself.

 

Massive Interactive’s Axis software has helped build the apps for the likes of Channel 5 (UK), Foxtel(Australia) and Lionsgate (US), with a couple of interesting features – it’s hosted in the cloud, and it includes scheduling and subscription management, making it more than just about visual design and presentation.

 

One of those clients, Channel 5, found its My5 multi-screen app just saw an 18% year-on-year jump in streams. Massive also consults for broadcast operators.

 

But Drosin concedes the pricing of UI-level ads in OTT apps is still being worked out.

 

We interviewed him last month at the Progress Partners Connect conference. Our coverage of the conference is sponsored by Simpli.fi. More videos from the series can be found on this page.

How To Turn Mobile App Users Before They Churn with Localytics’ Aggarwal

Article by Steve Ellwanger (November 14, 2016)

 

BOSTON – Not that long ago, the biggest challenge with apps used to be getting people to download them. Now churn is “the single biggest problem in mobile,” according to Raj Aggarwal of Localytics.

 

The company uses machine learning and predictive analytics to help app publishers better understand their users via its software development kit, which collects data to create segments and audiences for driving desired behaviors.

 

“For example, if someone has abandoned a shopping cart and you want to try to give them an offer incentive, you can do that almost instantaneously,” Aggarwal says.

 

Localytics recently reported that while more people are using smartphones worldwide and downloading apps, 23% of users abandon an app after opening it only once. Knowing who those people are in advance is a key to success.

 

“We can automatically identify your users who are very likely to churn, so that you can start taking amore active, proactive aggressive approach at trying to maintain them,” Aggarwal, who is CEO of Localytics, says in an interview with Beet.TV. “We’ll give you the data to show what’s working and what’s not.”

 

Companies like ESPN, HBO, Nordstrom, CVS and Priceline know they need to be “best in breed” with their apps because it’s a competitive differentiator, according to Aggarwal, citing several Localytics clients.

 

“While people felt like a few years ago they were just experimenting with mobile, today their most valuable users and, in many cases, the majority of their digital users are engaging them through mobile devices and they can’t get it wrong,” Aggarwal says.

 

As the mobile space has developed, the most successful players in mobile usually win through apps and Aggarwal believes that will continue. But the challenges remain.

 

“It works differently than anything you’ve don in the past,” Aggarwal says of apps. “It’s fundamentally different from the web and people have to relearn how to acquire users, how to engage those users and monetize that user base.”

 

We interviewed him last month at the Progress Partners Connect conference. Our coverage of the conference is sponsored by Simpli.fi. More videos from the series can be found on this page.

Progress Connect 2016: Tru Optik's Andre Swanston

Progress Connect 2016 provided a platform for a dozen CEOs to present on their digital marketing and media tech companies. Andre Swanston, CEO of Tru Optik, provided an overview on the digital media intelligence company which provides audience insight and advertising solutions that empower brand marketers and media companies to fully monetize audience and consumer demand. Armed with the largest census-level measurement of global over-the-top media consumption, Tru Optik’s proprietary data, advanced technology, and unmatched focus make us the preferred partner of many of the world’s largest media companies, brands, and agencies as they navigate the millennial led shift to OTT. For more information, visit their website: www.truoptik.com.

 

Watch the entire presentation here:

Tru Optik Mines Behavioral, Demographic And Purchase Data For OTT Cloud

Article by Steve Ellwanger (November 9, 2016)

 

BOSTON - Despite the prevalence of binge viewing, as recently as 2015 marketers and media companies weren’t overly concerned about a shift to over-the-top viewing. “What we’re seeing is more of a sense of urgency in terms of trying to figure out how to measure, segment and do attribution as marketing dollars are starting to shift to over the top,” says Andre Swanston, CEO and Co-Founder of data and technology provider Tru Optik.

 

Tru Optik has traditionally measured owned-and-operated OTT apps plus the “open OTT system,” consisting of people downloading, streaming or sharing professionally produced content across peer-to-peer networks.

 

“But what we’ve realized more so over the last year is the real significant part of that really was the technology,” Swanston says in an interview with Beet.TV.

 

In the peer-to-peer ecosystem, there’s no device IDs, no cookies, no API’s or SDK’s to leverage. “It’s really IP, time series, user agent segmentation,” Swanston explains.

 

“All the core problems that legacy providers in the measurement and data management space have had in this transition to connected TV are the same problems. There’s no cookies, no device ID’s, it’s not practical to leverage an SDK across all of these fragmented connected devices,” says Swanston.

 

Leveraging its tech stack and patents, Tru Optik created OTT Data Cloud. In addition to Tru Optik’s media and entertainment consumption database, the OTT Data Cloud provides access to a broad range of behavioral, demographic and purchase data through partnerships with Cross Pixel, Experian Marketing Services, Media Source Solutions, TargetSmart, and V12 Group.

 

“That’s really where we’ve seen kind of our business explode over the last quarter. Major DSP’s, publishers and media companies are integrating our data management to be able to leverage the OTT data cloud on connected TV,” Swanston says.

 

We interviewed him last month at the Progress Partners Connect conference. Our coverage of the conference is sponsored by Simpli.fi. More videos from the series can be found on this page.

Progress Connect 2016: Simpli.fi's CEO Frost Prioleau

Progress Connect 2016 provided a platform for a dozen CEOs to present on their digital marketing and media tech companies. Frost Prioleau, CEO of Simpli.fi, detailed the company's growth and trajectory through their programmatic marketing platform, enabling marketers to use unstructured data to extract unlimited value from real-time bidding (RTB) advertising exchanges. Simpli.fi is an advertising technology company that simplifies digital advertising through the use of unstructured data. 

 

Watch the entire presentation here:

Following Geo Fencing Launch, DSP Simpli.fi Eyes Localized Native Ads

Article by Steve Ellwanger (November 8, 2016)

 

BOSTON – To bring the power of programmatic advertising to marketers with localized targeting needs, unstructured data beats pre-packaged audience segments, says Frost Prioleau, CEO of demand-side platform Simpli.fi. It’s a mantra that is fueling Simpli.fi’s expansion into more precise measurement of mobile foot traffic and, very shortly, localized native advertising.

 

Within the realm of programmatic ad solutions, “Most of the investments and most of the platforms in the space are focused on large national advertisers,” Prioleau says in an interview with Beet.TV. “And so as opposed to those companies, we said ‘Hey, we’re going to bring the power of programmatic advertising to the little guy, the localized advertisers.’”

 

This is not to say Simpli.fi is ignoring the big guys. Its clients consist of small mom-and-pop shops, single-location businesses and national brands with many locations. “So think of quick-service restaurant companies, real estate companies, financial services companies who have many, many offices and want to localize their campaign as opposed to running a large national campaign,” says Prioleau.

 

Simpli.fi’s secret sauce consists of two main ingredients: unstructured targeting data and the ability to generate performance from high volumes of very small ad campaigns. “Because we work with data on a more granular level, we don’t use pre-packaged audience segments. We customize audiences to the local needs,” Prioleau says.

 

He cites the example of a Toyota dealer in Palo Alto will a lot full of Prius vehicles and a Toyota dealer in Fort Worth Texas that needs to move Tundra pickup trucks. “We can customize the audience that the Toyota dealer in Palo Alto wants versus the audience that the Toyota dealer in Forth Worth does based on their products,” says Prioleau.

 

While Simpli.fi’s specialty is the ability to automate the process of getting high performance getting lots of smaller, localized campaigns, “We run the range” of spending, Prioleau adds. The platform currently has 40,000 live campaigns—with median spending at $3 per day—20,000 of which spend less than $3 daily.

 

“We recently did a campaign during the debates where we were spending $1,000 a minute, so that would be $1.5 million per day,” says Prioleau.

 

Earlier this year, Simpli.fi launched Conversion Zones, which enable businesses to track store traffic driven by mobile advertising campaigns. Conversion Zones are customizable geo-fences around a location that identify the number of consumers that received the business’ mobile advertisement and then physically visit the location.

 

“Mobile has been a huge year for us,” says Prioleau. “We will be launching our first native capabilities here in a couple of weeks. We think native is a great fit for the local market.”

 

We interviewed him last month at the Progress Partners Connect conference. Our coverage of the conference is sponsored by Simpli.fi. More videos from the series can be found on this page.

IRIS.TV on Machine Learning Yields Personalized Video Streams

Article by Steve Ellwanger (November 8, 2016)

 

BOSTON – Akin to what Pandora has done with streaming music, IRIS.TV brings adapted machine learning to video viewing preferences. Its white-label solution, licensed to digital publishers, uses artificial intelligence to create a “personalized viewing experience for every viewer,” according to CEO and Co-Founder Field Garthwaite.

 

“We ingest the archive from a publisher, look at the content and meta data on the content, structure and classify it so that the content is more easily discoverable over time,” Garthwaite says in an interview with Beet.TV. “We match the right video to the right viewer in real time.”

 

This translates to several hundred million video views through the IRIS.TV Video Programming Platform each month. “Some of our customers alone have over a million videos,” says Garthwaite.

 

For the average publisher, about 80% of its audience “will actually leave before the first video ends,” according to Garthwaite. But the other 20% is there to watch as much as they can. “They will stick around and watch another video and basically, like science, IRIS is able to consistently drive another four to eight videos for those kind of super users we call them.”

 

The company believes that while the majority of video viewing has been on social media, companies and marketers experience poor unit economics and lose control of their audiences. Not surprisingly, Facebook and YouTube are some of the only video players IRIS does not work with.

 

“On a monthly basis for a typical customer, we’ll see a 70 percent increase in views,” says Garthwaite. “So if you’re doing 10 million views a month, you can expect that we’ll take you to 17. Which is really significant if you’re selling all that ad inventory.”

 

IRIS.TV recently launched Campaign Manager, which lets marketers serve branded campaigns to targeted audiences organically on premium publisher owned-and-operated destinations. Campaigns programmed by IRIS.TV are ad-blocker resistant and are served only to engaged users.

 

We interviewed him last month at the Progress Partners Connect conference. Our coverage of the conference is sponsored by Simpli.fi. More videos from the series can be found on this page.

Progress Connect 2016: Pixability's CEO Bettina Hein

Progress Connect 2016 provided a platform for a dozen CEOs to present on their digital marketing and media tech companies. Bettina Hein, CEO of Pixability, discussed the history and strategy behind her Boston-based company, a video advertising technology company that helps media professionals deliver outstanding campaign performance across YouTube, Facebook, Instagram, and Twitter.

 

Watch the entire presentation here:

Pixability Looking To Add More Social Platforms, Sees Possibilities In OTT, CEO Hein

Article by Steve Ellwanger (November 7, 2016)

 

BOSTON – When placing video ads inside walled digital gardens, should you engage those gardens directly or through an intermediary? The direct route, according to Pixability’s Bettina Hein, comes with a fox and a henhouse.

 

The Pixability story is concise: Many advertisers don’t want the lion’s share of their video ad dollars going to Facebook, Google and very few others, but they have no choice because of the audiences they need to reach. However, they shouldn’t do it on their own.

 

“You have to see that if you make a direct buy, it’s essentially a fox in the henhouse approach. You’re grading your own homework,” Hein says of the walled gardens themselves in an interview with Beet.TV.

 

What is supposed to make Pixability the caretaker of the hens is that its platform places ads on Facebook, Instagram, Twitter and YouTube—the latter since 2008—and thus has deep audience targeting insights across the quartet. And Hein, who is CEO and Founder, says her company has the ear of those who own the gardens because it works closely with them.

 

“We frequently work with them on alpha and betas to sort of influence these large behemoths on behalf of our advertisers and advocate for their needs,” Hein says.

 

Because Pixability works with some of the largest brands in the world, “We actually get to give that feedback directly to the engineers, the product managers and help them understand what a brand needs when they do video advertising.”

 

Hein explains the reasons why walled gardens have increasingly become the place to go for marketers. “Their audience is moving away from television,” Hein says. “Their audience is annoyed by video on the open web.”

 

So the walled garden platforms win because they are well policed, there’s not a lot of fraud and viewability is high, according to Hein. “The brands don’t necessarily want to give 100% of every new digital dollar to Facebook or Google, but they understand that’s where their audience is,” she says.

 

Without citing specific companies, Hein says Pixability is expanding into more social media platforms. “We also see the possibilities in OTT, for example. Our customers are interested in that,” says Hein. “Everywhere young audiences are migrating is what’s interesting for Pliability because we represent those brands that need to find those audiences.”

 

We interviewed her last month at the Progress Partners Connect conference. Our coverage of the conference is sponsored by Simpli.fi. More videos from the series can be found on this page.

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