B&T: Monetising video, the old fashioned way

Until now there’s been a big divide between mass market television and niche online video content. Certainly, some videos hit the mark and attract thousands of viewers, but not with the ongoing regularity of free to air television. Now these two worlds are converging. Connected TVs are allowing lounge room audiences to explore more content, denting the audiences of peak time television and boosting the opportunity for on-line content providers.

Before PayTV came along Aussies had a choice of five TV channels, accounting for 100 percent of viewing time. With so few channels TV advertising was such a scarce resource that it made sense to offer spots to the highest bidder.

Times have changed, of course, and those original five channels account for less than 60 percent of the total TV share (according to OzTam statistics), with the rest taken up with PayTV and new digital channels. TV, at last, is starting to offer niche audiences that can help advertisers target campaigns more effectively.

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ExchangeWire Podcast: Just how fast is the adoption of programmatic video ad trading in the UK?

Here Adap.tv’s managing director, EMEA, Brain Fitzpatrick, discuss a number of different themes including the growth of automated buying in the video ad channel, the key differences between the US and the fragmented European market, what the emergence of the end-to-end stack means for point solutions, and how Adap.tv’s tech acts as an enabler in the current buying eco-system.

Click here to listen to the podcast.

iMedia Connection: R.I.P. Don Draper

Online video advertising has grown 100 per cent each year for the past three years and shows little sign of slowing down. At the same time a new way of trading this media is emerging. The days of long lunches and ‘Don Draper’ deals are slowly being replaced by discussions about floor prices, optimum bid strategy and server locations.

The rise and rise of video advertising

Click here to read the entire article.

How to Mine Nielsen and comScore Measurement Strengths for Maximum Performance

In the past, determining whether to use Nielsen or comScore measurements was pretty straightforward.  If a buy was being mapped to a traditional TV schedule, Nielsen worked best.  If it had a digital focus, comScore was the obvious choice.  In today’s converging TV and digital video landscape however, the choice is not as clear.

Based on frequent inquiries by many of our customers, we thought we would offer a helpful guide for harnessing the powerful benefits of both companies in the fast approaching unified media environment:

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Aussie Video Consumption and the Potential of Connected TVs

A new online video snapshot issued by Marketing magazine maps out the rapid increase in video consumption in the Australian Market, as well as the increase in the amount of time spent watching as more long form content moves online. Chock full of visual data, what it isn’t showing, at least not yet, is the potential impact of Connected TVs on consumption.

Even in the States, where online video is more pervasive, TV still accounts for the majority of time spent watching.

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