Archive for July, 2012

The case for explosve mobile TV in Australia

Categories: Industry News    ||    Posted on: July 31, 2012

According to  the PricewaterhouseCoopers Media and Entertainment 2012 to 2016 Outlook, global ad spending on mobile is predicted to increase by more than 65% next year. Coming in a close second is video, which  is predicted to hit $100m in 2013, an increase of 39%. However, I suspect video ON mobile will show the highest growth, particularly in Australia. 4G access will create an audience wanting to make use of their newly found speed while HTML5 will drive browser-based usage, distinct from the low bandwidth apps. Both these factors will speed up adoption of mobile TV. When the adoption rate is high enough, the targeting of geo-location combined with the brand-building appeal of video will create a compelling advertising proposition.

Phil Duffield, Managing Director, APAC for Adap.tv

B&T: Why video ads need consumer control

Categories: International    ||    Posted on: July 30, 2012

Phil Duffield, APAC managing director for Adap.tv, recently shared his thoughts on bringing more clarity to the Australian video advertising market and the ways in which standards around inventory is an important element in moving the industry forward.

Consumers are understandably confused by the behaviour of online video. Sometimes it loads with the page, other times it’s user-initiated. Even the term “user-initiated” is often seen by publishers as describing video that plays after a certain grace period. No wonder the consumer is confused. They are also quick to shun intrusive approaches, which have a detrimental impact on the brand of the advertiser and, particularly, the publisher.

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eMarketer: Online Data Collection Explodes Year Over Year

Categories: Data Trends    ||    Posted on: July 25, 2012

In today’s interactive advertising ecosystem, data has become a valuable form of currency. In fact, an April report from Adap.tv and Digiday found a significant majority of marketers in North America used data to enhance their ad targeting efforts.

Brand Advertisers and Agencies in North America Who Use Data Targeting, April 2012 (% of respondents)

But advertisers aren’t the only ones reaping benefits from online data—and using it to inform campaign decisions.

Click here to read the entire article.

“Catch-up” TV spikes UK online video consumption

Categories: International    ||    Posted on: July 24, 2012

The IAB Europe’s recent Mediascope report found that 82% of UK internet users now watch TV online, moreover, 40% watch on a weekly basis. Brian Fitzpatrick, managing director for Adap.tv in Europe, attributes this growth to three significant industry trends:

  • Catch-up TV – Consumers are increasingly watching primetime TV programmes on broadcasters’ catch-up services such as iPlayer, 4OD and ITV Player.  However, the MediaScope report found the UK to be leading the trend – 77% of all UK adults use catch up or on demand TV, compared to only 54% in the EU.

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Why publishers’ interest in private marketplaces are peaking

Categories: Data Trends    ||    Posted on: July 23, 2012

From the video publisher’s perspective, content remains king in terms of how video is merchandised and sold to buyers. It’s a meaningful amount according to our recent State of the Industry report which found 86% of publishers package their inventory by content – sponsorships and takeovers were a close second at  nearly 50%. However, targeting as a form of merchandising fell significantly shorter.

On the other side of that equation, well over 60% of buyers surveyed for the same report put targeting capabilities at the top of their list of important criteria when placing their video ad buys.

What does this mean? If publishers are equipped with the right tools to sell targeted audiences, there’s a big opportunity for them to ‘close the gap’ in a way that satisfies not only advertiser demand but publishers’ desire to increase revenue and sell-through in the process.

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How to Increase Ad Performance by Broadening Your Audience Segment

Categories: View Points    ||    Posted on: July 18, 2012

Imagine that you have a blender to sell. However, you choose to have this blender sold only in Target stores because you think the customers in Target will most likely buy your blender. Consequently, by being too narrow with your distribution, you miss out on sales that could have come from customers shopping at Wal-Mart, Kohl’s or other discount chains. Online advertisers sometimes make the same mistake of targeting an audience too narrowly, whether through a network, exchange or marketplace. This can result in poor delivery, poor performance and unhappy advertisers.

One rule of thumb to follow is if you are buying an audience segment from a data provider, make sure you have the broadest site list possible. The notion of audience segment targeting is based on the idea that we have a very strong idea of who the end-user is. If that’s the case, then site targeting should always be as broad as possible, and it shouldn’t matter where the user is as long as we deliver the ad to him/her. For example, going after In-Market Luxury Auto Shoppers in just auto content will likely not yield the best performance results (whether performance is measured on brand awareness, increasing purchase intent or driving sales). Typically, Auto channel content reaches a very small percentage of users and because of small reach, performance tends to be poor.

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Targeting gone crazy: how to make up for under delivery

Categories: View Points    ||    Posted on: July 16, 2012

Under-delivering campaigns are part and parcel of the online advertising industry.  They can be frustrating, time-consuming to resolve and even panic-inducing…“we have to deliver, we need to ramp up immediately!” is a cry we’ve all heard.  Sometimes over-zealous sellers can over-promise on inventory availability and this can result in disappointing under delivery, both on numbers and on client expectations.

It is important to ask ourselves why this happens.  Pre-roll video is scarce and consequently, we’ve become highly selective about content, use data where we can and are laser-focused on who we want to talk to either from a demographic, geographic or socio-economic perspective.  I have also heard it referred to as “targeting gone crazy.”

As an industry we need to take heed and understand how our desire to over-target is affecting the important issue of under-pacing. We need to find a comfortable middle ground – especially in the highly scarce in-stream space (where there are 100 display impressions for every pre-roll impression).

In the meantime, here are five tips to combat under-delivery:

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Beet.TV: Simplifying video advertising with apps

Categories: Industry News    ||    Posted on: July 11, 2012

Beet.TV recently caught up with Adap.tv co-founder and VP of product, Teg Grenager,  to get the details on how the App Center is the next evolution in TV and video advertising.

Consumers are hungry for content

Categories: View Points    ||    Posted on: July 10, 2012

It is no secret that quality online content is devoured almost the second it is generated.  From the sight, sound and motion of President Obama’s speech, to watching Jamie Oliver handle his ingredients (as he animatedly discusses each step), to singing along to Adele latest music clip – we love video!

We also love consuming it on the go – at work, on subway platforms, in taxis and in restaurants. Video has become device agnostic, driven more by convenience and consumers’ voracious appetites.

And it’s never been a better time for publishers to “feed” consumer appetite, while feeding their own wallets. Developments in video advertising have made the once traditional TV spots (15 and 30 seconds) more digestible to online audiences. Here’s why:

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Multi-screen advertising – can Australia rise to the occasion?

Categories: International    ||    Posted on: July 9, 2012

A recent Australian multi-screen report (Q1 2012) from Nielsen, Oztam and regionalTAM shows that we should no longer think of mobile and video as separate entities. The analysis looks at trends in video viewership beyond conventional television, and it highlights the need to focus on delivering campaigns across different mediums using a single platform. But it begs the question, is Australia doing enough from a technology and investment perspective to support this trend?

In my opinion, no, and here’s why.

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