Posts for 'Advertising'

Reminder that there’s just 1 week left to take advantage of discounted early bird tickets for the SHIFT // 2015 Programmatic Video & TV Advertising Summit on Tuesday, December 1st in NYC. Early bird registrants save $100 on regular tickets and will be entered to win a 50-inch Sharp Roku TV, generously provided by Roku. Further discounts are available on 5-packs and 10-packs. And, startups and students can register for the reduced $195 ticket (contact me for the code).

There are now over 40 industry leaders scheduled to speak at SHIFT from ABC, Altitude Digital, Assembly, Bloomberg Digital, comScore, Fox, Havas Media, Hill Holliday, Horizon Media, Magna Global, MediaVest, Meredith, Operative, Razorfish, Roku, SpotX, The Weather Company, TubeMogul, Viacom, Videology VivaKi and Xaxis, with others to be announced shortly. We’re privileged to have Donna Speciale, President of Turner Broadcasting Ad Sales, as our keynote guest, discussing the company’s data and audience-based buying initiatives.

I hope you’ll join us for this must-attend day of learning and networking!

Learn more and register now!

More evidence this morning of how online video and TV are continuing to converge: SpotX and clypd have announced a new joint solution for content providers to manage all video and linear TV ad inventory whether it’s sold directly or programmatically. The goal is to optimize the value of all inventory and audiences with dynamic, targeted ads across all screens. The joint solution is currently available.

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YouTube Red was announced last week and became available yesterday. After taking it for a spin on my iPad (note, access for subscribers is included in the YouTube app), I’m pretty convinced that the current offering is unlikely to gain any significant traction. To be fair, there are more benefits coming to YouTube Red in the near future, but even with those, the service is unlikely to appeal to more than a small number of YouTube users.

YouTube promoted the primary feature of YouTube Red as ad-free viewing. For sure, watching YouTube without ads is an improved experience, but as I wrote last week, because YouTube’s skippable TrueView ads are already so viewer-friendly, the marginal improvement from not having to click “Skip Ad” doesn’t end up feeling like a big breakthrough, especially for viewers used to YouTube being free.

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I’m excited to share that Donna Speciale, President of Turner Broadcasting Ad Sales, will be our keynote guest at the SHIFT // 2015 Programmatic Video & TV Ad Summit on Tuesday, December 1st in NYC.

Donna will be interviewed on the topic of “How TV Networks Can Capitalize on Programmatic.” Since TV networks have the most valuable ad inventory, programmatic represents a unique opportunity, especially as consumption of TV programs goes multi-screen. TV networks must balance programmatic innovation with the benefits of the traditional direct sales model. Turner has been aggressively building out its data capabilities to drive further value from its premium content.

Donna’s session will be one of the highlights of a jam-packed day of sessions meant to demystify programmatic video & TV and accelerate its adoption. Over 30 industry leaders, all with direct experience with programmatic video & TV, are set to speak, representing companies including ABC, Altitude Digital, AMC Networks, Assembly, Bloomberg Digital, comScore, Havas Media, Hill Holliday, Horizon Media, Magna Global, MediaVest, Meredith, Operative, Razorfish, Roku, SpotX, The Weather Company, Viacom, Videology, VivaKi, Xaxis and others.

Remember - all early bird registrants will be entered to win a 50-inch Sharp Roku TV (value $450), generously provided by Roku. In addition, early bird registrants also save $100 off the regular rates. Further discounts are available on 5-packs and 10-packs. And, startups and students can register for the reduced $195 ticket (contact me for the code).

I hope you’ll join us for this must-attend day of learning and networking!

Learn more and register now!

AOL has released its 2015 U.S. State of the Video Industry report, finding, among other things, that 91% of media buyers surveyed said they’re now buying some of their online video ads programmatically, up from 53% in 2012. AOL found that 68% of advertisers have either brought programmatic video buying in-house or plan to next year. They’re doing so primarily to achieve greater buying efficiencies and because they’re skeptical of their agencies’ programmatic expertise.

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Magid has released new research commissioned by Watchwith finding that in-program native video ads have higher levels of unaided ad recall and improved brand metrics vs. traditional TV ads.

Watchwith recently unveiled the in-program native ad format which is an interactive overlay placed on a TV program streamed to a desktop, mobile device or connected TV. The ads can be contextually relevant to the underlying program itself using frame-by-frame metadata. Watchwith is positioning these ads as creating new, high-value inventory for TV networks to monetize their streamed TV programs.

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Looking to help publishers tap into high-CPM video advertising, 33Across has launched Real Video outstream and interstitial 15 and 30-second ad units, which can be run against text, image and other non-video inventory (see examples here). The units are sold programmatically and are 100% autoplay and viewable because they appear fully in view for a minimum of 5 seconds before a user is able to close and skip them.

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The program and initial group of speakers for the Dec. 1st SHIFT // 2015 Programmatic Video & TV Ad Summit in NYC are now available on the SHIFT web site. The program includes 14 sessions that cover all angles of programmatic video & TV. The goal is to help attendees understand what’s driving programmatic video & TV’s rapid growth, benefit from the insights/lessons industry leaders have with programmatic video & TV and learn about the key remaining challenges.

Overall, SHIFT is focused on accelerating the growth and success of programmatic video & TV, to help everyone in the ecosystem. Our initial group of speakers come from leading advertisers, agencies, content providers/publishers and technology providers, including ABC, Altitude Digital, Bloomberg Digital, comScore, Havas Media, Hill Holliday, Horizon Media, MediaVest, Operative, Razorfish, Roku, SpotX, The Weather Company, Videology and Xaxis, with many others to be announced shortly.

There’s a ton of excitement around programmatic and the big impact it’s poised to have on video and TV advertising. Just yesterday I posted on eMarketer’s new forecast that 65%, or $7.4 billion, of online video ad spending will be transacted programmatically by 2017. But to reach that point, there needs to be a much clearer understanding of programmatic’s benefits and how to implement it. My goal is for SHIFT to meaningfully contribute to all of this.

Reminder that all early bird registrants will be entered to win a 50-inch Sharp Roku TV (value $450), generously provided by Roku. In addition, early bird registrants also save $100 off the regular rates. Further discounts are available on 5-packs and 10-packs. And, startups and students can register for the reduced $195 ticket (contact me for the code).

Learn more and register now!

Eyeview has integrated its video ad platform with WideOrbit’s WO Programmatic TV, so that Eyeview clients can programmatically buy and then measure and optimize ads on local broadcast TV. WO Programmatic TV, which is WideOrbit’s  supply-side platform, includes broadcasters covering 115 U.S. media markets, including 18 of the top 25, and 59% of U.S. households.

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According to eMarketer’s latest forecast, by 2017, programmatic will account for 65%, or $7.43 billion, of total online video ad spending of $11.4 billion.

eMarketer has also increased it forecast of programmatic’s share of online video spending in 2015 and 2016. For 2015, eMarketer is now estimating 39%, or $2.91 billion, of online video advertising will be done programmatically (vs. the prior forecast of 28% or $2.18 billion). For 2016, eMarketer is now estimating 56%, or $5.37 billion, of online video advertising will be done programmatically (vs. the prior forecast of 40% or $3.84 billion).

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I'm pleased to present the 293rd edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

In today’s edition, Colin and I dig into my 5 key takeaways from Advertising Week NYC, which I posted a couple days ago. We review them one by one, sharing additional data points and examples that help flesh each one out. Clearly there are many cross-currents in the TV and video advertising business currently, which are creating lots of opportunities and challenges.

Listen in to learn more!

And remember, on Tuesday, December 1st in NYC VideoNuze is hosting SHIFT // 2015 Programmatic Video & TV Advertising Summit, which will help demystify many of issues swirling around programmatic video & TV. Early bird registrants can win a 50-inch Roku TV and save now!

Click here for previous podcasts

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Teads, which specializes in “outstream” video ads, has partnered with Moat for real-time analytics on viewability for outstream video campaigns powered by Teads. Outstream video ads such as Teads’ “inRead” format can run against text-based content, thereby creating brand-new inventory for premium publishers.

Because inRead ads only play when in view on the screen for a defined amount of time, their viewability is already strong. Teads has advocated for stricter viewability. The Moat partnership gives Teads a custom dashboard to display video ads that have been completed. Teads said that early implementation has shown viewability and attention are nearly double Moat’s viewability benchmarks.

More evidence today that viewers are turning to their mobile devices to watch online video. However, it appears that monetization is lagging.

A new report from JW Player finds that 36% of viewing is done on mobile devices (30% on smartphones and 6% on tablets). Despite this, JW found that just 10% of video ads are delivered in an HTML5 mobile-compatible format. JW believes the key issue is that 60% of ads are delivered using VPAID, which is Flash-only and not  supported on iOS devices.

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Last week I attended Advertising Week in NYC. For those unfamiliar with Advertising Week, it’s 4 days of wall-to-wall sessions on a broad range of advertising-related topics, featuring some of the biggest names in the industry. The sessions are at various venues in the Times Square area. For the marquee sessions, long lines form well in advance. The logistics for the organizers are pretty bewildering, but everything comes together well and it’s easy to navigate.

I focused on attending as many of the video advertising-related sessions as possible and below I’ve shared 5 of my main takeaways.

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Ad agency holding company Publicis Groupe has signed on for a year-long commitment to go90, AOL’s new millennial-focused mobile video service. Publicis’ clients will have a 3-month exclusive on ad inventory starting in Q4 ’15. AOL and Publicis did not disclose the size of the commitment, but the WSJ reported it’s worth $50 million and includes 10+ Publicis clients.

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Positioning itself as friend, not foe to the TV industry, Facebook is tapping the Target Rating Points metric to measure reach, efficiency and effectiveness of combined TV-Facebook video ad campaigns.

Facebook said advertisers can use TRPs to plan a combined TV-Facebook campaign and buy a share of TRPs with Facebook. Nielsen’s Digital AdRatings will verify Facebook’s in-target TRPs and Nielsen’s Total Ad Ratings will verify the total TRPs.

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AppNexus has revealed beta test results of its programmatic video ad buying product, saying that clients using the product found 10x to 100x improvements in audience reach, video engagement/click-through increases of 300% or more and reduction in buying costs of 50%-60%. AppNexus plans to release the video ad buying product to all its customers on September 30th.

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