Categories: Industry News || Posted on: March 30, 2012
Private video ad marketplaces combine the efficiency and automation of programmatic buying and selling with a fully-controlled environment. As a result they have been generating an increasing amount of attention over the past few months…
Read more at The Media Briefing.
Brian Fitzpatrick, Managing Director for Adap.tv Europe
Categories: Data Trends || Posted on: March 29, 2012
We analyzed ads in Q4 of 2011 to see what the correlation was between the cost for targeted ads and completion rate. Not surprising, advertisers who invested in third-party and custom audience data segments were rewarded with higher completion rates. Despite the incremental cost of data targeting, it continues to be a key strategy for video advertisers as the number of Adap.tv Marketplace ads using third-party and custom data has grown a steady monthly average of 28% over the last twelve months.
Categories: View Points || Posted on: March 27, 2012
Have you seen the video with the funny cat that jumps into the box? How about the thousands of variations of “Sh*t {insert-your-favorite-group-here} says?” Chances are, if you did, you saw it on your mobile device. This is no surprise as a recent study cited that over 35% of US adults own a smartphone and of those that own a smartphone, 87% use their phones as an Internet portal.
Similar to how we moved on from propeller planes to jet planes; mobile phones are quickly becoming one of the main ways we consume media. At the same time it makes making it more challenging for brands to reach their ever-more fragmented audiences. For savvy marketers however, harnessing the mobile video trend has its upside and it seems the adoption has already started.
Categories: View Points || Posted on: March 22, 2012
Sequential ads are an online advertising tactic that I’ve seen mainly in display banner advertising. The idea is to show a different ad, one after another to either tell a story, or to push a user further down the purchase funnel. I’ve seen it work in display because users can become more engaged with a campaign. Recently, I’ve had more and more clients as me, “Can it be done for video?” My answer – absolutely! However, there may be various reasons why we haven’t seen this tactic executed yet. For instance, it’s likely many advertisers don’t have multiple 15 second or 30 second spots to execute this strategy. But if they do, sequential video ads can be more effective than a standard video campaign and this tactic is easier than you might think.
Like display/banner advertising, it involves basic re-targeting capabilities and a smart ad serving engine. Here are some questions you should consider asking your client to determine whether this tactic is best suited for their ad campaign.
Categories: Data Trends || Posted on: March 21, 2012
We get this question quite often from media buyers who equate the length of an online video ad to a typical TV spot. At first glance, most might think a 30 second video spot would cost more since it’s longer. But the fact is, the price for both durations is nearly the same in online video. We tracked the average CPMs for 15 and 30 second spots over the past 8 months, and found the average deviation in price to be a mere $.01.
Categories: Data Trends || Posted on: March 21, 2012
While geo targeting is a given for nearly all video brand advertisers, we wanted to take a closer look and see how different industries were using various types of data, and to some extent no data, to reach their desired audience. Restaurants appear to invest the most heavily in first party data using it target slightly more than 40% of their video campaigns; Wireless is a close second, applying it to 37% of all campaigns.
And while the majority of advertiser categories leverage some sort of third party data, Food and Beverage brands rely on it the most, applying it to nearly half of all their video ads.
Categories: Data Trends || Posted on: March 13, 2012
We looked at a case study for a successful gaming network and analyzed the relationship between the number of ad sources connecting to its private marketplace and the average CPM. It seems that opening up your inventory to the power of competitive bidding provides some key advantages.
Categories: View Points || Posted on: March 8, 2012
Over the last two years, the Adap.tv Marketplace has seen an interesting trend with regards to the demand for pre-roll inventory. What we’re seeing is that buyers are becoming increasingly more willing to run their pre-roll ads in front of content that does not necessarily conform to the IAB definition of pre-roll inventory.
To understand why this is happening, you have to first start with IAB’s initial definition of pre-roll, “…a Linear video ad spot that appears before the video content plays.” Sounds simple enough, right?
Categories: Data Trends || Posted on: March 7, 2012
Video viewing on the Internet offers a unique opportunity to better understand the penetration of video into everyday culture. In this particular case, we see an interesting difference in European and American viewing habits. Americans consume video at relatively similar amounts each day of the week which leads us to believe that online video in the U.S. is now a part of mainstream culture. Watching video online is as typical a part of the day as watching your favorite TV shows. However in Europe, where it’s still emerging into the mainstream, folks seem to relish their video time a bit more giving it primetime positioning on Saturday and Sunday.
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