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Akamai - leaderboard site - 9-17-14
Wednesday, January 28, 2015

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Analysis for 'Advertising'

  • Eyeview Releases Weather-Related Personalization Tool to Optimize Video Ads

    Online video ad platform Eyeview is now enabling advertisers to dynamically serve personalized video ads based on current weather conditions. The new "Eyeview Weather Tracker" monitors weather in an advertiser's target markets and based on this data, updates and delivers ads appropriate for the conditions.

    Weather Tracker is geared toward retailers, whose in-store traffic and sales are greatly affected by inclement weather. Eyeview cited data indicating that last winter's freezing cold and storms depressed Q1 retail sales, which in turn heavily contributed to a broader economic downturn in the quarter.

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  • thePlatform full banner - 9-13-14
  • Perspective What's this? Big Data is Bringing Opportunities to TV Network Advertising

    Data is changing network TV advertising sales in ways that rival previous industry shifts. Cross-platform advertising and audience measurement, advanced audience selling capabilities, and new campaign creative informed by big data insights are driving this change.

    The result? More opportunities to increase monetization of ad inventory, including working with advertisers and agencies to differentiate cross-platform campaigns, establishing a cohesive premium programmatic strategy, and developing original branded content tailored to resonate with target audience segments.

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  • Media, Finance and Automotive Brands Lead Online Video Advertising Adoption

    Media, finance and automotive brands continue to lead online video advertising adoption, according to new data from MediaRadar. In October, 2014 the product categories were first, second and third respectively, just as they were in October, 2013. MediaRadar found an increase in the number of brands placing online video ads in all 10 of the product categories it measures.

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  • Report: Multiscreen Video Campaigns Surge to 35% of Total Campaigns

    Multiscreen video ad campaigns running on Videology's platform in the U.S. in Q3 '14 surged to 35% of total campaigns, up 59% from the 22% share multiscreen campaigns had in Q2 '14. Multiscreen includes campaigns running either on PC/mobile or PC/mobile/connected TV. Video ad campaigns running solely on PC dropped from 74% in Q2 '14 to 60% in Q3 '14.

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  • Pixability Introduces Programmatic Platform to Optimize YouTube Ads

    Advertising on YouTube offers a ton of potential, but remains a complicated endeavor, creating friction for prospective buyers. To simplify things, Pixability is introducing v3 of its platform, which aims to optimize YouTube TrueView ads by enabling programmatic management of AdWords for Video buying. Bettina Hein, Founder and CEO of Pixability and Andreas Goeldi, CTO, demo'd the new features for me, explaining how they create new value for YouTube advertisers.

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  • thePlatform full banner - 9-13-14
  • More Video Ad Tech Consolidation As Ooyala Acquires Videoplaza

    The video ad tech consolidation trend continues on, with the latest deal seeing Ooyala acquire London-based Videoplaza for an undisclosed sum. The deal comes just 2 months after Ooyala itself was acquired by the big Australian telecom provider Telstra, which was a previous investor. Jonathan Wilner, VP, Product at Ooyala, told me in an interview that these are just the first 2 steps in Telstra's broader ambition to help content providers better monetize their video, particularly by using data.

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  • Perspective What's this? Bring More Value to Native Advertising with Video

    The concept of native, sponsored, or 'advertorial' content is not new to digital audiences, but when it comes to native video content, many publishers struggle to get beyond one-off executions. A recent Mixpo survey found 53% of publishers already offer a native advertising solution and 74% of respondents believe it is extremely or somewhat important to have a native product offering.

    The opportunity lies in the execution: 47% of those marketers indicated they were unsatisfied with their ability to distribute native content. "Marketers want to spend money in this channel," says Rob Rasko, CEO of the consultancy 614 Group. "If publishers give them what they’re looking for, they’ll grow their revenue."

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  • Videoplaza Launches Konnect, A Supply Side Programmatic Ad Platform

    London-based video ad tech provider Videoplaza has launched Konnect, a supply side programmatic platform intended for broadcasters and other premium content providers. Currently, over 50% of European broadcasters use Videoplaza's Karbon video ad serving platform, so the move into programmatic is a natural extension for the company.

    In fact, Videoplaza's CEO and founder Sorosh Tavakoli told me that broadcaster customers have been asking for the company to enter the programmatic space. Sorosh said they're motivated to work with software providers that are already integrated with existing workflows and which offer enterprise level customer service plus full transparency and control. Sorosh believes all of these are Videoplaza differentiators vs. competitors.

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  • Study: Mobile Video Provides Cost-Effective Incremental Reach to TV Ads

    BrightRoll has released a new study, conducted by Nielsen, which concludes that mobile video advertising provides cost-effective incremental reach to TV advertising. Nielsen found the following incremental reach with mobile video ads in 4 verticals it studied: CPG (12.7%), Auto (11.9%), Telecom (9.5%) and Financial Services (9.9%).

    Underlying the incremental reach benefit of mobile video is Nielsen's estimate that once a brand hits 60% or more of its target audience with TV advertising, there's a point of diminishing returns, making incremental reach very expensive.

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  • thePlatform full banner - 9-13-14
  • Altitude Digital Adds Executives, Doubles Revenue and Expands Capabilities

    Altitude Digital, a video supply side platform, has added two new VPs and anticipates more than doubling revenue to $50 million in 2014 as it has continued to expand its programmatic video advertising capabilities. Altitude has its roots in display, but has aggressively invested in programmatic video, now working with over 1,800 publishers.

    The new hires include Ryan Abrahams as VP of New Revenue and Max Gideon, VP of Mobile. Abrahams was most recently Director of Publisher Development, East, for Nexage, a premium mobile ad exchange that was acquired last week by Millennial Media. Gideon was previously at Zynga, in business development and ad management positions.

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  • Perspective What's this? Automation Brings Engagement and Scalability to Branded Video

    Consumers are spending more of their time with YouTube videos, which represents an opportunity for brands to connect with consumers with a more personal and engaging message.

    Nielsen has already reported that when they include measuring YouTube's audience later this fall it will debut as the largest destination for video viewing among all cable networks and video websites - perhaps by a wide margin.  YouTube has 1 billion unique monthly visitors globally and it continues to grow fast.  In 2012 YouTube grew 55%. Television viewing, however, according to Nielsen, was down by almost 7% in the first quarter of 2014 among 18-24-year-old.


    There is a new culture developing within the social ecosystem that has been called "Gen C."  Gen C is the YouTube generation.  Gen C describes people who care deeply about creation, curation, connection and community. It's not an age group; it's an attitude and mindset.  While Gen C may not be every brand's target audience, the very notion that this is now labeled a generation underscores how large the movement has become.

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  • As Part of Facebook, LiveRail Will Extend Its Platform to Mobile Display Ads

    At LiveRail's Publisher Forum yesterday, CEO and co-founder Mark Trefgarne shared product roadmap details, including support for mobile display advertising, taking the company beyond its video advertising roots. Mark said LiveRail will offer full display ad serving across all devices and a unified video/display SDK for Android and iOS. Mobile display units will include banners, interstitial and native.

    With these new display units, LiveRail will expand its mobile ad serving and programmatic capabilities beyond video. All of this will be offered initially through the Facebook Audience Network which provides monetization to mobile apps outside of Facebook. In addition, LiveRail previewed what it's calling "Platform 5," a next-generation UI for ad operations, which streamlines workflows.

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  • thePlatform full banner - 9-13-14
  • Beachfront.io Delivers Programmatic Video Ads For Mobile Apps

    Addressing a need for improved video advertising in mobile apps, Beachfront Media has released the latest version of its Beachfront.io video ad platform, including programmatic features such as real-time bidding for public marketplaces and support for private marketplaces. Advertisers will be able to bid on in-app mobile inventory only available via Beachfront.io.

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  • Videology Nears $300 Million in 2014 Revenue

    Video ad platform provider Videology has shared financial information including that it is on track to generate nearly $300 million in revenue in 2014, up from $135.5 million in 2012. In the past 12 months over 1,330 advertisers generated 17.7 billion  video ad impressions on Videology's platform across all devices.

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  • Extreme Reach Launches Converged TV/Video Ad Solution

    Extreme Reach has announced a single workflow solution to execute and measure TV and online/mobile video ad campaigns. The solution unifies traditionally disparate buying and operational functions, as advertisers seek to reach consumers across multiple screens. Extreme Reach asserted the new solution could reduce workflow by up to 50%.

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  • Survey: 60% of Brands' Video Ad Spending Allocated to Programmatic

    In another sign of programmatic video advertising's rising popularity among brand advertisers, Adap.tv's newly released 2014 State of the Video Industry report has found that 60% of brands' video ad spending is now allocated to programmatic channels. That compares with 44% for ad networks and 38% for agencies and trading desks.

    However, when it comes to premium video, brands said just 23% of ad spending was done programmatically, reflecting how important publisher direct sales remains for the most coveted ad inventory. In fact, 51% of publishers said they're making premium ad inventory available for sale programmatically, up just slightly from 49% in 2013. Still, private marketplaces continue to gain, with 32% of publishers running one in 2014, up from 20% in 2013.

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  • thePlatform full banner - 9-13-14
  • eMarketer: YouTube Will Account for 19% of U.S. Online Video Ad Market in 2014

    According to a new eMarketer forecast, in 2014 YouTube will account for 18.9% of the U.S. online video ad market, down from 21.2% in 2013. Still, YouTube will see a healthy 39.2% year-over-year net video ad revenue increase, from $810 million in '13 to $1.13 billion in '14. eMarketer forecasts YouTube's U.S. video ad revenue to continue growing, by 34.2% in '15 to $1.51 billion and by a further 18.3% in '16 to $1.75 billion.

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  • Vindico: Share of Video Ads At TV Quality Increases to 45%

    Vindico has released its Q2 '14 Adtricity rankings, with 45% of online video ad impressions receiving a grade of "A" or "B" up from 34% in its last rating in late 2013. "A" and "B" ratings are considered TV quality and are respectively defined by Vindico as "placed in high impact areas and excellently executed" and "often placed front and center, and generally well executed with minor deductions."

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  • thePlatform full banner - 9-13-14
  • Mixpo Acquires ShopIgniter, A Social/Mobile Advertising Specialist

    Video ad tech provider Mixpo has acquired ShopIgniter, a Portland, OR firm specializing in social and mobile advertising. Mixpo CEO Jeff Lanctot said the company concluded in a recent internal strategic review that in order for it to truly offer a best-in-class multiscreen video ad platform, it needed to improve its capabilities in mobile and social, which are increasingly intertwined.

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  • Videology's QSR Case Studies Reinforce TV/Online Video Ad Benefits

    Video ad platform Videology has released case studies for 3 quick service restaurant (QSR) clients demonstrating how targeted online video ad campaigns can complement TV advertising to drive increased offline sales.

    The key results of the 3 case studies are as follows:

    - A regional restaurant generated an 11% increase in customer transactions using a geo-targeted online video campaign involving a 5% higher spend.

    - A large fast food chain drove an 8% increase in customer visits and 9% increase in spend per customer on higher-priced family meal menu items using demo and advanced targeting.

    - A family restaurant saw an 8.5% overall lift in lunchtime traffic using online video ads and a 13.3% lift for consumers who saw the ads 3+ times.

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