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Adap.tv Seeks to Disrupt Video Advertising With "Programmatic" Approach
There's little subtlety in Adap.tv's current placeholder web site that asks the question, "What does it take to destroy the inefficiencies in TV and video advertising?" Unlike other online video ad technology providers who are positioning themselves to complement the current TV ad buying process, Adap.tv is looking to blow up the traditional approach, replacing it with what CEO/founder Amir Ashkenazi's calls a "programmatic" technology-based alternative. Last week I caught up with Amir to learn more about Adap.tv's mission, and also how it landed as the number 2 video ad provider (just behind Hulu) in comScore's December, '11 ranking, with over 1.1 billion ads served.
Categories: Advertising, Technology
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Study Shows How to Optimize Video Ads Across Multiple Screens
It's no secret that video consumption is fragmenting to multiple screens. A key consequence of this trend is that it is creating headaches for advertisers and agencies seeking to optimize their spending across screens to achieve the best results possible. A new study by ad solutions provider Videology details the performance of ads on online video, mobile video and connected TVs as well as the relationship between cost, performance and scale of ads run across these screens. Performance is measured by click-through rates (CTR) and video completion rates (VCR).
Categories: Advertising
Topics: Videology
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Study: Online Video Ads Complement TV Ads
Departing from the typical industry party line that online video needs to shift ad spending away from TV, today YuMe and Nielsen are announcing results of
a new study showing that online video advertising is actually complementary to TV advertising and that the two should be paired to optimize results. The proposition is that with an integrated "TV 2.0 media planning" approach, advertisers get the best of both worlds: TV's unparalleled reach and online video's interactivity and engagement.
In the study, YuMe layered a concurrent $500K online video campaign onto a $2.6M September 2011 TV flight for a consumer packaged goods advertiser. YuMe allocated the online spend using Nielsen's TV/Internet Fusion panel in order augment the TV buy. The key findings included:
Categories: Advertising
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YouTube's Content Head Kyncl at CES: The Niches Rule
Yesterday, Robert Kyncl, YouTube's VP of Global Content Partnerships, delivered a keynote address at CES with one overriding message: the future of video is all about the niches. Whether highlighting the success of Michelle Phan, a YouTube star that outdraws the Style Network on cable, the virtues of a forthcoming dedicated "Yoga Channel" for 17 million enthusiasts, or noting that the top 5 YouTube partners today all have audiences big enough to rank them among the top 20 TV networks, Kyncl made clear that YouTube is staking its future on the video industry fracturing into highly-specialized viewing segments.
Categories: Advertising, Aggregators, Indie Video
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TiVo Research: OTT and DVR Viewing Surges, Live Viewing Plummets
More research validating how on-demand viewership is ascendant and live
viewing is declining. TiVo released new data showing that 62% of viewing on connected TiVo devices is either of recorded programs or from over-the-top sources, while 38% of viewing is live. For TiVo users that watched Netflix, YouTube, Hulu Plus and other OTT options, live viewership declined to 27%.
The research is based on second-by-second analysis of users of 2 million TiVo devices. No trend data was released, so it's not clear how these numbers compare to prior periods.
Categories: Advertising
Topics: TiVo
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Advertising on Connected TVs Will Be the Next Battleground
With the launch of Samsung AdHub yesterday, the next big battleground for video advertising is shaping up to be on connected TVs. That makes a lot of
sense because as more video viewing occurs on connected TVs (or "Smart TVs as they're also called), audiences will further fragment from traditional linear TV. Connected TVs are projected to account for 155 million units by 2015, or 54% of all flat-panel TV shipped. By then over 500 million connected TVs will have been shipped. In 2011, approximately 27% of TVs shipped will be able to connect to a network. Advertisers have no choice but to figure out how to reach all of those eyeballs and TV manufacturers are now beginning to lay the groundwork.
Categories: Advertising, Devices
Topics: LG, Rovi, Samsung, Vizu, YuMe
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3 Video Predictions for 2012: TidalTV's Scott Ferber
Continuing our year-end series, here are 3 video predictions for 2012 from Scott Ferber, Chairman and CEO of TidalTV, a video advertising, optimization and yield management solutions provider.
Categories: Advertising, Predictions
Topics: Predictions, TidalTV
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VideoSchmooze Video: Online Video Advertising 2012
Two weeks ago at VideoSchmooze, we had a spirited panel discussion on online video advertising's opportunities and challenges in 2012. Among the topics were how to accelerate spending in the medium, what it will take for original content to succeed (particularly from YouTube and Yahoo) and how it will be financed, what role agencies play and whether there should be a dedicated "digital upfront," whether dedicated creative will become the norm and more.
Each of the panelists brought a unique perspective to the discussion and I thought it was one of the most informed discussions of online video advertising I've seen this year.
I'm pleased to present the video of this panel today (see below), which runs approximately 43 minutes.
Categories: Advertising, Events
Topics: VideoSchmooze
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3 Video Predictions for 2012: AdoTube's Steven Jones
Continuing our year-end series of industry executives sharing their top 3 video predictions for 2012, today's entry is from Steven Jones, Chief of Strategy and Operations for AdoTube, an in-stream advertising technology company. Exponential Interactive acquired AdoTube in September, 2011.
Categories: Advertising, Predictions
Topics: AdoTube, Predictions
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3 Video Predictions for 2012: YuMe's Jayant Kadambi
Continuing the year-end series of industry executives sharing their top 3 video predictions for 2012, today's entry is from Jayant Kadambi, CEO and co-founder of YuMe, a provider of video advertising software and services.
Categories: Advertising, Predictions
Topics: Predictions, YuMe
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24/7 Real Media Acquires Panache As Video Ad Consolidation Continues
24/7 Real Media, part of global advertising powerhouse WPP, has acquired video ad technology firm Panache, the latest deal in a wave of consolidation sweeping through the online video advertising technology industry.
Steve Robinson, Panache's CEO and co-founder, told me this morning that the companies have been working together on mutual customers for a while. Panache brings its work flow, analytics and innovative Ad Catalog, which includes 25 video ad formats, which will be integrated into 24/7's Open AdStream. The first version of the new joint solution will be brought to market in Q1 '12.
Categories: Advertising, Deals & Financings
Topics: 24/7 Real Media, Panache
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Mobile Video Viewing is Still Spread Evenly Throughout the Day
Mobile video viewership appears to be settling into a pattern as mobile video ad network Rhythm New Media's new Q3 '11 report once again shows that video consumption is pretty well spread throughout the day. As seen in the chart below, there are small blips up during the morning, lunch and evening plus a more noticeable drop-off in late-night, but overall it's a pretty smooth distribution.
The new data synchs with prior Rhythm reports, going back to Q2 '10, as I previously reported. An exception to this is that when broken down by device type, viewing on iPads has a higher spike in evening viewership, while smartphones has a higher spike during lunch time.
Categories: Advertising, Mobile Video
Topics: Rhythm NewMedia
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Specific Media Achieves 240% Gain in Reach One Year After BBE Deal
Specific Media, which acquired online video ad network and technology provider BBE one year ago, has since achieved an approximately 240% gain
in its video reach, to approximately 80 million viewers in October. Specific, which runs one of the largest display ad networks, has combined both companies' strengths in order to expand its footprint. Matt Wasserlauf, EVP of platforms and services at Specific and formerly head of BBE, explained to me last week that the video ad network has grown significantly by leveraging Specific's thousands of publisher relationships.
Categories: Advertising
Topics: BBE, Specific Media
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Brand Lift Gains Momentum As Online Video Ad Campaign Metric
Traditional ways of measuring the effectiveness of online video campaigns such as click-through and completion rates are being enhanced with brand lift metrics such as awareness and intent that are common in other forms of advertising. The latest indicator is that Adap.tv, an online video advertising marketplace, has integrated Vizu's Ad Catalyst solution, which measures brand lift, to offer this capability to its clients. Yesterday the companies released a case study which speaks to the new insights online video advertisers can gain from studying brand lift as well.
Categories: Advertising
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Research: Heavier Ad Loads Don't Turn Off On-Demand Viewers
Over the past several years, as more networks have begun delivering their TV programs for free online, a pressing question has been how "heavy" an ad load is appropriate to include. Too many unskippable ads and the viewer could be turned off to the new medium; too few and the network would undermine its own P&L as viewing behavior shifts online (see my post quantifying these risks). While it's still too early to know precisely where to strike the balance, new research released yesterday indicates viewers' acceptance of heavier ad loads in on-demand programs is actually quite high.
Categories: Advertising, Video On Demand
Topics: AAMP, BlackArrow
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YuMe Snags $12 Million from Samsung, Translink Capital for Ad-Enabled Connected TVs
YuMe has raised $12 million from Samsung Ventures and Translink Capital to continue integrating its ad technology into connected "Smart TVs." Just two
weeks ago, YuMe announced the first such integration, with LG's Smart TVs. In that deal, YuMe's new Embedded SDK is being integrated into the firmware of the TVs, with access to YuMe's Connected Audience Network and its ACE for Publishers ad platform. The significance of all that is that in-stream video ads can be more effectively delivered to Smart TVs while leveraging the scale already achieved in online video, as they continue to proliferate.
Categories: Advertising, Devices
Topics: Samsung Ventures, Translink Capital, YuMe
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AdoTube Unveils VidLogic Campaign Management Platform
Video ad technology provider AdoTube is introducing VidLogic this morning, a new video campaign management platform for in-stream video advertising.
VidLogic is a single campaign management platform with tools to plan, develop creative, manage, target, optimize and report on ads placed on virtually any ad exchange, network or publisher site. VidLogic is seeking to differentiate from other demand side platforms (DSPs) by leveraging AdoTube's core technologies and being an open platform that will work with any inventory source.
Categories: Advertising, Technology
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Q&A with Bismarck Lepe, president of products at Ooyala - 11/2/11
1. How important is video to a social media strategy and vice versa?
Social media is about sharing and discovering. We login to Facebook or Twitter or FourSquare because we want to share our latest pictures, videos, ideas, or items of interest, such as an article, video or song. We also login to find out what our friends and acquaintances are up to, or discover what they’re reading and watching. Adding social dimensions to video is an effective way to facilitate content discovery. Said another way, it’s an effective way to let your audience become your marketers.
At the same time, watching TV, movies and other video content is an inherently social experience. We go to the movies with friends, sit around the TV with family, and discuss the latest hit show with co-workers. By combining video with social media elements, a publisher can recreate in a digital setting the ways we already engage with content in the offline world. That creates a more engaging and “sticky” social media experience.
Categories: Advertising, Social Media
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LG Smart TVs With Integrated YuMe Ad Platform Are a Significant Milestone
The adage that a "journey of a thousand miles begins with a single step" comes to mind when thinking about the significance of news that LG Electronics is integrating YuMe's advertising technology in its "Smart TVs."
Why? Because while the norm will eventually be for high-quality video, apps and interactive ads to be delivered to connected TVs through broadband IP connections, the reality is that it's still very early days in achieving this grand vision. However, the LG-YuMe partnership provides tangible evidence that the foundation is indeed being laid, which portends exciting things for everyone in the ecosystem.
Categories: Advertising, Devices
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Jivox Raises $8.2 Million to Fuel Interactive Video Ads
Interactive video ad technology provider Jivox has raised an $8.2 million second round, led by Fortisure Ventures, with participation from existing investors. Diaz Nesamoney, Jivox's CEO and founder told me yesterday that the funds will be used to expand sales and marketing and further develop its technology platform.
Jivox sees its differentiators as simplifying the process of creating interactive video ad across multiple devices for both in-banner (i.e. rich media) and
in-stream (i.e. pre-roll, mid-roll, etc.) formats. Jivox also distinguishes itself with "BrandGage," its proprietary analytics platform that adds tags to all engagement opportunities in the ad and then maps them into a funnel to deliver higher ROIs. Diaz explained that click-through rates on Jivox ads can range from 2%-8%. He added that brands are demanding more social media integration in their ads, and the ability to serve and track user behavior across platforms and units has become very appealing.
Jivox has raised almost $19 million to date. Campaigns using Jivox currently running include Showtime (for "Gold Rush"), Franklin Templeton and others.Categories: Advertising, Deals & Financings
Topics: Jivox
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