Brand engagement = top objective for video advertisers

Engagement is a stand-out differentiator when it comes to the primary objectives for buying online video advertising. In the recent Video State of the Industry Report, 68 percent of brands and agencies put it at the top of their list,

a four-fold increase over last year’s responses.

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iMediaConnection: The “TVization” of online video

While industry academics and conference panelists continue to debate the relative merits of GRPs as a currency for online video, major media agencies have quietly embraced the metric. This is most clearly demonstrated by the number of campaigns we’ve seen in recent months, mandating the inclusion of Nielsen’s Online Campaign Ratings service. This adoption shouldn’t really surprise anyone — why wouldn’t an advertiser want to apply a trusted, uniform metric against all video sources? But the impact of TV’s buying currency, as the spark that lit the fuse for the “TV-ization” of online video, has still been eye-opening.

Read more: http://www.imediaconnection.com/content/30880.asp

Video ad spend is poised to take a leap!

For initiated online video ad buyers, ad budgets are poised to take a substantial leap in 2012. For brand advertisers that have bought online video ads this year, the projected budget increase is 47 percent. Agencies who’ve bought online video advertising project a 25 percent increase.

 

Perhaps as interesting as the increase among the “converted” are the intentions of the uninitiated. Eighty-four percent of advertisers and agencies polled who hadn’t yet purchased online video ads said they plan to include digital video in a campaign in 2012.

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Adap.tv and Collective UK Launch First UK Private Video Ad Marketplace

Collective UK launches private exchange for premium video advertising

London, United Kingdom  ‐  January 13, 2012  ‐  Collective has today announced the launch of a private marketplace to offer media buying agencies and advertisers real‐time bidding (RTB) access to its premium video platform.  

Combining Adap.tv’s RTB technology with Collective’s audience data, Collective’s private exchange will offer pre‐roll video advertising space across targeted audiences and premium publishers in real‐time auctions. Publishers include IPC, WWE, The Independent, Sony Music and iVillage.  

The move will see Collective become the first in the UK to launch an RTB private ad marketplace for premium video programming.  

“Our marketplace gives advertisers and agency partners a new way to access premium VoD inventory, but with this inventory being in such demand, we don’t see it as a low cost entry to buy video in the UK,” said Jamie Estrin, Director of Collective Video. “RTB pricing is controlled by supply and demand, and high quality premium video is always in high demand in the UK.”

Adap.tv’s interface will run the exchange that connects buyers with Collective’s pre‐roll inventory. “Our unique partnership with Collective, will see the launch of the UK’s first RTB private marketplace for video” said Brian Fitzpatrick, MD for EMEA at Adap.tv “Real‐time bidding is relatively new in the video space ‐ our technology will offer Collective Video’s clients a new way to trade VoD directly.”

About Collective

Collective helps brand advertisers connect and engage with target audiences across display, video and social media. Collective’s industry expertise provides a strategic advantage to its clients by leveraging proprietary audience modeling, insights and ad effectiveness metrics. Our flagship products, Collective Display and Collective Video®, are powered by AMP®, our market‐proven data and media management platform. Collective is headquartered in New York with offices in London, Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles and San Francisco. Collective’s investors include Accel Partners®, Greycroft Partners and iNovia Capital. http://uk.collective.com/

About Adap.tv

Adap.tv builds the technology that makes buying and selling video advertising simple and efficient. The company’s products – Adap.tv for Advertisers, Adap.tv for Publishers and the Adap.tv Marketplace – work in harmony to connect video advertising buyers directly to sellers on a single platform. The Adap.tv Marketplace is the industry’s largest video marketplace for premium publishers and brand name advertisers, with thousands of sites selling inventory and hundreds of campaigns running daily. Based in San Mateo, CA and with sales offices in New York, Los Angeles, Chicago, Seattle and London, please visit http://adap.tv/.

Can we still call the iPad an emerging device?

In our 2010 Video State of the Industry survey we inquired about emerging devices to determine whether it was in fact, a truly “emerging” sector for online video. The fields were limited, so in our most recent report (November 2011), we broadened the question and asked both advertisers and publishers about specific brands of devices.

Out of all of the emerging devices we inquired about, video ad spending on the iPad showed the most significant increase, up 18% from last year. Adding to the indicators of engagement, the growth in iPad adoption could very well be attributed to the idea that it’s the most popular device because it delivers the ideal mix of TV and video exceptionally well.

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