Programmatic for the People – view presentations

What’s the difference between programmatic and addressable video? Which brands are already targeting TV ads? How can you capture the potential of programmatic?

We were thrilled to welcome over 100 senior ad industry professionals to our sold-out HiveLive event last week. They were joined by a panel of industry experts to discuss the power and pitfalls of targeted video advertising and to enjoy “a little social interaction” afterward. View the full presentations below.

Jakob Nielsen, CEO of Finecast on why TV is too exciting to die.

“TV has never been so good. The creative opportunities are fantastic – as long as we continue to invest in quality.”


Andrew McIntosh, Senior Analyst at Enders Analysis on the potential of addressable TV, and what’s currently getting in its way.

“Addressable TV has lots more to deliver…but there are three big obstacles to overcome.”


Sky Adsmart’s John Doyle presents tangible examples of how targeted TV is already making big changes for small brands.

Small brands: “It’s transformed our business”


Scott Davies, CEO of never.no, on how integrating social media content makes ads more compelling – and how it’s already a reality.

“People engage with dynamic ads for longer”


Trushna Chaubal, Publicis Media on how the old agency model is dead.

“Data, technology and content – its the unification of this that will drive the future of advertising.”


Moritz Wuttke, Honeycomb and Group IMD on programmatic TV myth busting

“Addressable TV will take a large market share but will not replace linear TV in the near future.”

De-bunking the myths about programmatic TV

LBB interviews some of the experts speaking at our HiveLive event this Thursday.

Is programmatic TV advertising almost here or is it still pie in the sky? Will it blow budgets or make more bang for each buck? Ad industry experts cut through the hype to reveal the truth about programmatic video advertising.

Scott Davies, CEO of never.no, Graeme Hutcheson, Head of Digital at Sky Adsmart, Doug Conely, CPO at Group IMD and Andrew McIntosh, Senior Analyst at Enders Analysis give their take on the promise of programmatic video.

Q: We often hear the term ‘not-too-distant’ paired with programmatic TV. What time frame are we looking at? What is actually possible now?

Graeme Hutcheson, Sky Adsmart:
Depends on your definition of programmatic. If it’s automated serving of ads into the broadcast stream, or automating the buy-through technologies like CARIA, we are already there. If it’s real-time buying and bidding of either of the above, we are a long way off. We are confident we will be first to the party on Adsmart. But real-time bidding pre-2020 will be challenging.

Scott Davies, never.no:
For us programmatic is already a reality. We see the core requirement for Programmatic being the dynamic re-versioning of content to the end consumer, and that’s something that never.no is doing currently for digital, and more importantly, for traditional linear TV Advertising. Of course, the broadcast platforms will define how detailed or granular you can get. However, even where delivery is restricted, we can still use something like user generated content (UGC) to incorporate personal interaction and generate influenced ad delivery — either to the masses or to targeted groups.

Doug Conely, Group IMD:
Programmatic TV is real in the UK today: Sky Adsmart is a leading example. There are real buying opportunities in most major media markets. The question is, at what scale? And can you replicate the reach and frequency that broadcast television is able to achieve? The answer is that today, the reach isn’t there. Not enough households are using connected TVs and the industry hasn’t plumbed together enough of the pipes to make it all work at a scale, efficiency, and accuracy that advertisers demand. When will this be the dominant model? Ten years? Definitely. Five years? Probably, at the current trajectory. Two years? Probably not. But forward-leaning brands and agencies will be well prepared in advance to take advantage of the opportunities.

Q: People feel targeting technology on TV isn’t good enough yet to make investing in it worthwhile. Is this true?

 Graeme Hutcheson, Sky Adsmart:
1400 advertisers would disagree. We are well over 10k campaigns now and 70%+ advertisers return to the platform. So, no, I wouldn’t say that’s true.

Scott Davies, never.no:
Perhaps this is due to the ideas base. Success isn’t just about targeting, it’s about being engaging as well — making an ad relevant AND correctly targeted.

Doug Conely, Group IMD:
The notion of targeting on broadcast television today has been hugely simplified to make it tradable at scale. So, we have campaigns planned to brand demographic audiences as a proxy to those that a brand wants to communicate with. In some markets, media agencies can buy against that audience via assumptions on the underlying audience of the TV schedule. In the UK, it can be planned and traded via CARIA. But it’s only a proxy to the target. Online video and programmatic TV will offer far richer targeting choices for brands to speak to their audiences. This is possible today but not at the scale of a linear TV buy. We would argue that experimenting on programmatic tv and building the capabilities today is a worthwhile investment to prepare for the inevitable change of dominant content consumption from broadcast-delivered to IP-delivered.

Andrew McIntosh, Enders Analytics:
No-one should hold back from TV advertising on the grounds of targeting concerns. TV is justly famous for its mass reach, but it is finely targetable, even without new technology, if you pick the right channels, programmes, strike weights, programme sponsorship or target audience. If you then add in today’s TV ad tech, you have phenomenal targeting control. The combinations are effectively infinite. Highly focused audience sub-sets can be selected, from the tens of millions of reachable viewers. Broadcaster VoD with its dynamic ad insertion is also highly targetable, and Sky AdVance enables sequential cross-platform targeting between TV and PCs for example, in specific, anonymous households. TV’s high quality advertising environment should convince any last doubters. TV advertisers can be certain that they are paying for ads which have been viewed in full, in a context where the ads are accepted and enjoyed as part of the experience. That compares favourably with other targeting technology which may appear to home in on the desired consumers, but which doesn’t offer the same viewability.

Read the entire article over on the LBB website

All of the experts featured in this article are taking part in ‘Programmatic for the People’, Group IMD and Honeycomb’s HiveLive event on 26th April 2018. The event is fully subscribed, but a video of the presentations will be made available here after the event.

Group IMD appoints Michael Atkins as regional director for Asia Pacific

Michael Atkins has been appointed as Regional Director, Asia Pacific for Group IMD business.

Atkins will be based in Tokyo from Group IMD Akasaka offices. Atkins’ role will have an important initial focus on expanding the Japanese market, as well as growing the Group IMD businesses in China, Australia and the other Asia Pacific markets.

Atkins said, “This is an exciting opportunity for further growth, particularly in Japan, where the local TV commercial market opened up from October 2017 for online delivery. Until that point, TV commercial delivery had been entirely manual, couriering both HDCAM and XDCAM disks country wide to Japan’s 120+ TV stations. Group IMD Cloud-based services provide their clients with faster, more accurate TV commercial delivery, which is an important step towards more flexible TV advertising and programmatic creative capabilities in Japan.

Simon Cox Global CEO, Group IMD said, “I am also pleased that Akikazu Izumiya, former Managing Director of Group IMD in Japan, will remain as an Advisor to Group IMD even though he has moved on to take a new role in a different business field.” Cox further commented that “Group IMD are very happy that Izumiya-san’s expertise will still be available to our valued clients and Japanese business.”

Atkins went on to say, “We will also be appointing a new Managing Director for our Group IMD Japan business, and we look forward to announcing that when it is settled.”

On the local market, Atkins commented that “Group IMD already have a well-established business in Japan with sales, client service and technical support teams providing full online delivery services both within Japan, and importantly, to over 100 markets globally through the Group IMD network.”

Atkins said, “Increasingly Japan based clients are looking to have access to the latest state-of-the-art cloud based software solutions for handling all their deliveries of TV
commercials, both in the Japan market, and also as they expand around the world. Along with Group IMD global clients, who operate in many markets, including increasingly in Japan and the Asia Pacific region, Group IMD is able to offer a full through the line range of services for these clients.”

With Japan’s economy now steadily expanding, the upcoming Rugby World Cup 2019 in Japan, the Tokyo 2020 Olympic Games, as well as the Asia Pacific region being one of the fastest expanding group of economies in the world, Atkins stated that he is “very excited to join Group IMD at this particular junction, and be able to work with the respective Group IMD leadership teams in both Japan, China and the rest of the Asia Pacific region.”

Atkins added, “This locally based regional initiative will enable Group IMD to fully focus on delivering to both their local and global clients, the very best levels of high quality, cutting edge cloud based services, so that our valued clients can meet their growing market objectives.”

HiveLive: Programmatic for the People

Dynamic, real-time and relevant video advertising is coming to TV — and it’s changing everything.

Join Group IMD and Honeycomb and a team of industry experts at our third HiveLive event. This is your chance to get to grips with the new creative potential of video advertising — and make it work for you.

We’re almost sold out with very limited places left, so RSVP now to secure your place.

Moritz Wuttke and Doug Conely from Honeycomb and Group IMD will be joined by industry leaders at the forefront of this TV revolution:

  • Jakob Nielsen of GROUP M’s addressable TV business, Finecast
  • Ian Liddicoat of Publicis Groupe Media
  • David Sanderson of Sky Adsmart
  • Scott Davies of Never.no

The presentation will be followed by a Q&A, drinks, nibbles and conversation.

RSVP: Email hivelive@groupimd.com

Where: Labs, Hogarth House, 136 High Holborn, London, WC1V 6PX
When: From 5.30pm on Thursday 26th April

Group IMD and Honeycomb combine to shape the future of video advertising

London, December 21: Global video advertising distribution business Group IMD and video management platform Honeycomb have today announced their merger. The new business will provide customers across more than 100 countries with revolutionary technology that will accelerate access to addressable and programmatic video advertising across TV, online and Video on Demand (VoD).

Together, Group IMD and Honeycomb will enable the TV industry to embrace the new types of video advertising it needs to compete with online publishers like Google and Facebook. The infrastructure of digital publishers offers advertisers advanced audience targeting, accurate data and improved overall performance. Advertisers now want the same advantages in the living room, on TV, so broadcasters like Sky, ITV, RTL Group and DishTV are embracing new types of programmatic video advertising to improve how — and to whom — advertising is fulfilled.

This revolution could double TV ad spend in value from $50 billion to $100 billion in the US alone by 2030, according to predictions made by Credit Suisse.

“TV has always been the darling of the advertising world, but the proliferation of online advertising has made accurate targeting and measurement increasingly important,” says James Carpenter, Founder and CEO of Honeycomb. “By integrating technologies to underpin targeted and trackable advertising, we’re not only able to make TV and all of its variants more accessible making budgets work harder, we can also help broadcasters and publishers create new revenue streams in the face of increasingly sophisticated competitors.”

“This is a view I share with Group IMD’s CEO Simon. We came through the industry together and when we started discussing the future there was a natural alignment in vision. By combining the complementary strengths of both companies, we’re able to realise that vision much quicker, and put our ten year relationship to good use in transforming the industry.”

Simon Cox, CEO of Group IMD added: “The exciting thing about this merger is that it’s not about sticking with the status quo – this is about driving a bigger shift in the market as a whole. By bringing these two companies together, we will have the game-changing technology, global reach and incredible team needed to transform the industry.”

Founded in 1996, Group IMD has built a global business used by thousands of media owners, agencies and production companies in over 100 countries. Group IMD launched the world’s first fully automated broadcast quality video advertising workflow platform, enabling automated quality control, real-time collaboration and fast distribution, 24/7. Group IMD is a trusted partner for global clients including Unilever, L’Oreal and Universal Pictures, and recently fulfilled the first ever digital distribution of TV commercials in Japan.

Honeycomb launched in 2016 with the single purpose of bringing forward the programmatic future of video advertising. Honeycomb’s automation and integration capabilities have been quickly adopted by broadcasters, including Sky and Channel 4 and enabled integration with leading ad servers and CDNs including Yospace, Freewheel and Level 3.

The transaction is a share swap deal which will see continued support from its investors, including Inflexion which invested in Group IMD last year and Beringea which participated in Honeycomb’s Series A funding round last year.

 

About Group IMD

Group IMD is a global technology business automating the workflow of video advertisements and data between advertising agencies, production companies, broadcasters and digital media. Working in more than 100 markets with over 35 local offices, Group IMD’s worldwide presence across Europe, Asia Pacific, Australasia, the Middle East and Latin America is changing the way advertising works. Founded in 1996, Group IMD has grown continuously to provide the world’s most extensive, fully automated, cloud native, broadcast grade, video advertising platform: IMD Cloud. It also owns and operates the UK TV industry’s automated booking and creative exposure management platform CARIA®.

For more information, please visit www.groupimd.com

About Honeycomb

Founded by James Carpenter and Richard Carter in August 2014, Honeycomb’s video fulfilment platform was built to power a programmatic, data-driven future. Honeycomb works with broadcasters like Sky, ITV and Channel 4 to understand the challenges they face and create smart solutions, helping them streamline processes, manage and track ads, ensure compliance and enable full integration with content distribution networks.

For more information, please visit www.honeycomb.tv and www.honeycomb.tv/broadcast