Virtual reality is no longer in the future, it's here and now - figuring out what that means is the next step. To Suresh Vittal, the new VR immersion is a big deal, but also merely an extension of an approach companies should already have been heeding. "Brands can achieve sustainable competitive advantage from focusing on the consumer experience," the Adobe Marketing Cloud marketing VP tells Beet.TV in this video interview. "It's not about the product we sell anymore, it's about the consumer's experience - buying and using the product. The product is just along for the ride."
Imagine if advertisers and broadcasters could know, with certainty, which TV shows viewers were watching, for how long and how attentive they were? That's what companies like Samba TV are claiming to offer. Launched in 2008 and backed by investors including Mark Cuban, the outfit works by having software embedded on some 180m viewing devices. "That consists of smart TVs, STBs, phones, tablets and PCs where we're observing video consumption and ad exposure," Samba TV CEO Ashwin Navin explains in this video interview with Beet.TV. "About 15m of them are smart TVs.
What's the best way to deliver commercial viewing experiences to viewers in the interactive TV age? The new platform opportunity is considerable, but could be squandered by overly aggressive or jarring messaging. The pair are collaborating to find the right recipe for the over-the-top viewing experience. "Not a lot of people are really thinking about the viewing experience," Innovid CTO Tal Chalozin tells Beet.TV in this video interview. "When you turned on the television, it just worked.
Thank Brian O'Kelley for the new-wave way that publishers are maximizing yield by tapping in to multiple demand sources. In the words of the AppNexus CEO himself: "I invented header bidding back in 2009." Using that technology, publishers don't have to be hemmed to selling their space through just one ad exchange, they can take bids from multiple exchanges at once. "The first iteration was more complex for the browser to render," O'Kelley tells Beet.TV in this video interview. "We took the forecasting and intelligence of Yieldex and built an ad server around it," he says.
Group Nine Media made one of centerpieces of its second Digital Content NewFronts an artificial intelligence offering called GIA, for front-end optimization of advertisers' campaign creative and distribution. It stands for Group Nine Insights Analyst, which takes "machine learning and artificial intelligence and applies it to how we are able to work with our brands today," says Group Nine President Christa Carone. The announcement comes less than two years after the launch of Group Nine, whose four vertical brands are NowThis (news), Thrillist (food, drink and travel), the Dodo (animal lovers) and Seeker (science and tech). Following its NewFronts presentation, Carone tells Beet.TV about the company's mantra--a "maniacal" focus on its audiences--and the progress it's making with brands across various product and service categories. That was the through line to our whole presentation today," says Carone.