CTV Ad Summit - leaderboard - 4-27-20

Analysis for 'Auditude'

  • Adobe Ready for "Primetime" With New Integrated Video Platform

    Adobe is raising the curtain on Project "Primetime" this morning, an integrated video platform positioned to be a single workflow for premium video providers deploying across multiple devices. Primetime combines Adobe's traditional streaming and publishing technologies with video ad management from Auditiude (acquired last November) and analytics/optimization from Omniture (acquired in Oct. '09). Primetime will rollout throughout 2012, but today Adobe is making available the first piece - "Primetime Highlights," a web-based video clip editor integrated with Auditude so that media companies can quickly create and publish ad-supported clips from live events.

    As Ashley Still, Adobe's director of product management, video solutions, explained to me last week, Primetime's key goal is to enable premium video providers to deliver the highest-quality "TV-like" experiences with seamless, dynamic ad insertion into linear/live/on-demand streams on any connected device. Adobe believes that today's content and ad delivery model, which often requires multiple workflows and products to interoperate, will not allow premium online and mobile video to effectively scale and monetize.

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  • Adobe Expands Into Online Video Advertising Through Auditude Acquisition

    Adobe is expanding into the surging online video advertising space, announcing that it has acquired video ad manager Auditude, whose Connect platform is used by customers such as Comcast, Major League Baseball Advanced Media, Dailymotion and others. Adobe views Auditude as providing the monetization piece of an integrated Adobe solution that already includes video creation, publishing and optimization across all IP-enabled devices. Auditude had raised approximately $40 million to date.

    The overall solution is targeted to premium video publishers and distributors where Adobe already has a strong footprint through its Flash Media products and Digital Marketing Suite (i.e. Omniture). The deal seems like a pretty smart move since at a minimum Auditude will benefit from exposure to Adobe's large customer base. Adobe's positioning of the deal as streamlining work flows from creation through monetization/measurement will also resonate with publishers who are swamped trying to keep up with myriad new devices, platforms and social media opportunities.

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  • MLB: Mobile Use of Our Content Will Exceed Online Within 12-18 Months

    At the recent ELEVATE conference, Noah Garden, EVP, Revenue for MLB Advanced Media forecasted that MLB's page views from mobile devices will exceed those from online within the next 12-18 months. Mobile has become a huge growth driver for MLB, rising from just 8% of use in 2008 to 37% last year as smartphones and tablets have exploded. In addition, Noah said that MLB is on pace to sell 2 million subscriptions to its MLB.tv and mobile services this year, up from last year's 1.5 million. MLB has launched 100 million streams of games this year, up 47% vs. last year.

    Noah's comments came during a session I moderated with him and Mike Gaffney, CRO of video ad platform Auditude (full video after the jump). The session focused on how premium content providers are using both paid and ad-supported strategies to fully exploit the value of their content, rather than looking it the options as one or the other. As Noah said, "we want to be on any device that has a plug and a battery" to reach all targeted consumers with MLB.tv equally. Since MLB has been one of the key leaders in online/mobile video distribution, its initiatives are widely followed in the industry.

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  • Auditude and Inlet Partner for Ads In Live Flash Streams

    Ad manager Auditude is partnering with Inlet Technologies to deliver an automated ad insertion solution for live video streaming using Flash. The move means that media companies can better monetize live streaming events which have more complex ad insertion and management characteristics than do on-demand streams. Under the arrangement, Inlet's Spinnaker streaming appliances can detect cues from Auditude's ad manager in order to insert the right ads at the right time.

    Serving ads in live streams has been a differentiator for Auditude, helping it recently land its first Asian deal with Allies Pacific Sports Network which has the rights to stream MLB games in various Asian countries. The deal was similar to one which Auditude has with Yahoo for MLB games domestically. Live streaming as a whole is growing rapidly and offers another exciting online video distribution opportunity for rights holders. The proliferation of both connected devices (allowing on-TV viewing) and mobile devices (allowing on-the-go, remote viewing), both suggest even broader appeal for live streaming events.

    Still, with its unpredictable ad breaks with inconsistent durations, inserting ads in live streams is a new challenge. By helping ease the operational complexity and improve the ROI of live streaming, Auditude and Inlet will help the market grow.

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  • Auditude Scores in Asia with MLB International Ad Insertion Deal

    Video ad manager Auditude is announcing this morning that it has scored its first Asian deal, with Allied Pacific Sports Network, which in turn has exclusive rights to distribute certain Major League Baseball content in China and other Asian countries. Under the deal, APSN will use Auditude to dynamically insert video ads into live MLB games. Mike Gaffney, Auditude's Chief Revenue Officer explained to me yesterday that the deal mirrors one which the company has with Yahoo, in which the latter sells and places adds in live domestic MLB video streams.

    For Auditude, the APSN deal is its first foray into Asia. The move appears to be opportunistic as the company has been mainly focused on building up its European business through an office in London. Mike said that Dailymotion, the large aggregator site in France is a key reason for its European push. The APSN deal came about due to MLB's recommendation.

    Auditude is differentiating itself based on its ability to serve ads in live streams where there's more uncertainty around the length of each stream and the time allocated to ads, making pre-determined ad insertion harder to execute than in on-demand viewing. Live sports are a perfect example of this. Live streaming is expanding dramatically as comScore noted recently, and with YouTube now testing its technology to enable its partners to live stream more growth is surely ahead. As more video providers jump into live and require ad serving, Auditude is positioned to benefit.

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