Posts for 'Extreme Reach'

Video ad tech provider Extreme Reach has released its Q1 ’18 Video Advertising Benchmark Report, which shows improvements in video ad viewable completion and fraud rates. The video ad completion rate increased 10% YOY in Q1 to above 75% for the first time. Premium media sites saw an 88% viewable completion rate, with media aggregators achieving a 69% rate. Extreme Reach attributed the improvement in the premium media rate to unskippable connected TV ads.

continue reading

Video ad tech provider Extreme Reach has released its 2017 Video Advertising Benchmark Report, which shows improvements in key video ad metrics. Importantly, ad fraud is decreasing, as filtered bot traffic decreased 31% across all content publishers and 40% for aggregators in 2017. Extreme Reach attributed this to advertisers’ demands for better accountability and improved vigilance by ad tech providers.

continue reading

Activating video ad campaigns continues to be a complex process full of friction that results in many errors and much frustration, according to new research released by video ad workflow platform Extreme Reach and conducted by Advertiser Perceptions. In a survey and follow up interviews with 150 video ad ops professionals at agencies, 3 key pain points emerged: insufficient lead time, lengthy searches for appropriate assets and overwhelming variety of specs/formats required by media plan participants.

continue reading

Video ad tech provider Extreme Reach has released its inaugural Benchmark Report for video advertising for Q2 ’17, finding, among other things, that video ad completion rates, viewability and time spent have all increased over the past year. For everyone in the industry, these numbers are encouraging signs that video ads are maturing and resonating with audiences, which will in turn help drive more spending.

Key highlights of the new report include:

continue reading on VideoNuze iQ

Extreme Reach has released a new e-Book, “Video Ad Streaming: A Simple Change that Will Set a New Industry Standard,” highlighting the inefficiencies of current cross-screen video ad fulfillment and urging a modern approach with ad creative centrally managed and accessible.  

The e-Book identifies the core problem of siloed TV and video workflows, which result in TV ads that are widely used online to be duplicated and re-formatted repeatedly. All of this causes major delays in getting the right ad to the right place at the right time.

continue reading

Seeking to build on its market momentum, Extreme Reach is raising its industry profile through an extensive brand refresh and updated positioning as an enterprise solution for TV and video ad workflows. Extreme Reach has long operated relatively quietly, but industry veteran Melinda McLaughlin, who joined the company late last year, is on a mission to educate the industry about the company’s extensive cross-screen capabilities. Melinda brought me up to speed on the brand refresh and positioning last week.

continue reading

The convergence of TV and online video advertising is happening, but there are still many operational challenges to realizing its full potential. At the recent Video Ad Summit, we zeroed in what still needs to be done in a session titled “How to Move Ads at the Speed of Today,” which included Melinda McLaughlin (CMO, Extreme Reach), Peter Olsen (EVP, National Ad Sales, A+E Networks) and Mitch Weinstein (SVP, Director of Ad Operations, IPG Mediabrands), with Steve Grubbs of Prohaska Consulting serving as moderator.

The panelists dug into issues including the diverse ad operations workflows for TV vs. online video, the confusion caused by today’s metrics, the huge amount of time industry executives currently waste just trying to sync up on common standards and terminology, why reach is so important, yet so elusive across TV and digital, plus lots more.

It’s a fascinating, well-grounded discussion of the practicalities required to make converged campaigns and spending really take off.

Watch the video (33 minutes, 5 seconds).

Watch now!

Online video advertising is booming but the vast majority of what we all see are still repurposed TV ads. That has created a huge new problem of monitoring and complying with the ads’ commercial usage rights. Non-compliance can result in significant fines from unions such as SAG-AFTRA, ACTRA and others that represent talent who appear in ads.

To address this growing problem, video ad tech provider Extreme Reach launched TRUST Tags (Talent and Rights Usage Safety Tracking) last August. Extreme Reach’s CEO John Roland told me in a recent briefing that over 180 agencies and advertisers are now using the TRUST tag, which is free, and that the company has just launched its first ad campaign to raise awareness for TRUST.

continue reading

Extreme Reach has operated under the radar for many years, but this Boston-area company has become a powerhouse in the delivery of both TV and video advertising. Now it’s poised for a much higher profile, following the recent hiring of industry veteran Melinda McLaughlin as Chief Marketing Officer, who most recently had the same role at Tremor Video. Melinda’s an old friend and I recently discussed her move, plus what’s ahead for Extreme Reach and the industry. Following is the transcript.

continue reading

Super Bowl XLIX will go into the books as one of the most exciting ever, full of unexpected twists and turns, right up until the last few seconds of the game. Importantly, the Super Bowl experience continues to change, with streaming, extended online ad viewing and social sharing. Below I've rounded up the most relevant data I could find about these trends. If I've missed anything, please let me know.

continue reading

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%.

continue reading

Extreme Reach, which provides video ad solutions across TV and online video, has acquired BrandAds, a startup that has developed a measurement solution for online video ads. Back in Sept. '13, I covered the launch of BrandAds Bridge product, which uses direct audience measurement to report on 30 difference performance metrics.

John Roland, CEO of Extreme Reach, told me that whereas the company's clients already have access to robust insights for TV ads, the BrandAds acquisition will enhance measurement of online video ads, something its clients are seeking. Doing so will provide a more accurate picture of video ads' effectiveness and the ability to reduce waste and inefficiency.

continue reading

Extreme Reach has closed its $485 million acquisition of DG's TV ad business, approximately 6 months after announcing the deal. Extreme Reach's CEO and co-founder John Roland told me this morning that all DG customers are being transferred to Extreme Reach's cloud-based delivery platform. The combined company will have $270 million in revenues and 750+ employees.

As John explained, while the short-term tactical benefit of the deal is to gain significant scale in the core business of delivering TV ads to over 7K different broadcast TV stations in North America, the  longer-term, more strategic play is to better position Extreme Reach for the fast-approaching era of multi-screen advertising.

continue reading

TV advertising and online video advertising are taking a big step toward being integrated today, as a result of a deal that Extreme Reach has struck to acquire DG's TV ad business for $485 million.

The deal brings under one roof the 2 big operators of networks that deliver ads to TV stations. In its latest annual report, DG said it delivers ads to approximately 5,900 broadcast and cable TV stations from 7,400 different media agencies. Earlier this year Extreme Reach told me that it delivers ads to 7,000 TV stations on behalf of 3,000 different agencies and advertisers. With the deal, DG will re-focus its efforts exclusively on online advertising, via its MediaMind platform, which it acquired in July 2011, along with numerous other smaller online advertising assets.  

More interesting here for observers of the online video advertising space is that Extreme Reach will be in an even stronger position to pursue its strategic priority of integrating the delivery, tracking and reporting of "TV" ads and "online video" ads. I'm using quotes, because, as consumers have massively adopted connected/mobile devices and then use them to view premium video content, the distinction between the terms "TV" and "online" is becoming less meaningful. In other words, video is video, regardless of consumption device.

continue reading

I'm pleased to present the 170th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia. First up today, Colin does a little trash talking of Time Warner CEO Jeff Bewkes. At a Deutsche Bank conference earlier this week, Bewkes said “We don’t think the multichannel bundle is becoming less of a good deal, we think it’s getting to be a better deal and we think it’s getting to be a better deal in the opinion of consumers,” Colin thinks this statement is complete baloney and cites specific research refuting Bewkes' assertions (more detail here).

We then shift gears to talk about online and mobile video advertising. It was a busy week on that front (more of what VideoNuze wrote is here). One that really caught my eye and I wrote about was from Extreme Reach. The company announced an innovative cross-media reporting suite that maps actual TV and online video ad impressions along with conversions. To my knowledge it's the first time such reporting has been possible, enabling buyers to have unprecedented insight into campaign ROI.

Listen in to learn more!

Click here to listen to the podcast (19 minutes, 47 seconds)

Click here for previous podcasts

Click here to add the podcast feed to your RSS reader.

The VideoNuze podcast is also available in iTunes...subscribe today!

Another milestone today in advertisers' ongoing quest for clearer insights into how their TV and online video ads perform together: Extreme Reach, a company that until now has mainly focused on distributing TV ad creative to local TV stations, is announcing a suite of cross-media reports that integrate performance metrics from actual TV and online video campaigns. As a result, agencies and advertisers are able to optimize spending in each media and can understand how different permutations of spending and creative drive different results.

As viewers fragment their behavior over connected and mobile devices, the ability to measure ad performance across screens is becoming an increasingly urgent problem for advertisers. Because metrics for online video campaigns are silo'd from TV ad reporting, it is virtually impossible for media buyers to truly understand how the two sets of campaigns worked together.

continue reading