Programmatic Coming Big Time To Local Video

Programmatic Coming Big Time to Local Video

  As we're seeing with players like Yashi, within just the past couple years, various forms of linear and digital programmatic video are coming into the local marketing mix. Now with local broadcasters entering this digital video arms race, the stakes…

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Media Bytes: Premium TV Goes Over The Top

Media Bytes: Premium TV Goes Over the Top

This is the first in BIA/Kelsey's new Media Bytes series. On a periodic basis, BIA/Kelsey associate Mitch Oscar drills down and draws meaning from new products, events and corporate moves in the digital media world. An excerpt is below and the full…

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Entertainment Value: SMBs Have it Too

SMBs in the entertainment vertical love video advertising. We're talking movie theaters, event venues, catering, on-demand performers*, etc.. As is conducive to their craft, they're big fans of online video, particularly website and YouTube videos. They're also big on cable…

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At BIA/Kelsey NATIONAL: Embrace the Omni-Channel Mindset

Karen Traversi Kovalesi, President & CEO, Geary LSF, a San Francisco integrated digital marketing agency, told BIA/Kelsey NATIONAL that marketers and brands must think across media and organizational boundaries to bring customers to a transaction decision.

“You get business results, not just business tactics,” she said. “Omni-Channel is a mindset, not just a business practice.” Geary LSF must work to create unique combinations of digital messaging and engagements to bridge he national/local marketing challenge, Taversi Kovaleski told the audience, sharing examples from three industries, professional placement, healthcare and consumer products.

“Local reigns supreme,” she said. “Brands get people to the door, but once they are engaged they are looking for something personal about the purchase — these are local decisions.” Even in B2B purchases, which many believe are fairly cut-and-dried standardized decisions, the individual wants to be informed very early in the process, which requires multiple messaging options to address the lead. In the consumer space, too, there are many touchpoint along the way rather than a single monolithic campaign “But many of our clients, we find, are not doing that,” she said.

She pointed to three clients: Kelly Services; MedStar Washington Hospital Center, BumbleBee, the seafood company.

Kelly is a global leader in workforce solutions. Over the past few years, the workforce Kelly supports has changed to emphasize skills over location — work can now be performed anywhere. Hiring companies no longer need to see Kelly reps. It allows Kelly to reach more potential business partner/customers through digital, which opens an engagement process that can be fulfilled largely online. Individuals doing the work, however, do like to talk to someone, to get the personal touch, so Kelly must balance its hiring company-facing messaging with local opportunities for business talent to connect and learn about the opportunities with Kelly.

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Sightly Unveils Local Video Ad Platform

Sightly has launched a new video ad platform aimed at allowing local marketers to target their video ads to a highly customized audience. According to today's announcement, the new platform, called TargetView, allows advertisers to serve ads tailored to specific…

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Flipping Tacos at Ad:Tech San Francisco

I attended an intriguing breakout session -- "Spreading the Word: Advanced Strategies for Content Distribution" -- at the ad:tech conference today in San Francisco's glistening Moscone Center. The session  featured a presentation by Alex from Digitas, who walked the audience through…

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