Why brands prefer expansive metrics to just click-throughs when it comes to online video

BeetTV caught up with UM’s Mike Racic at our first annual Adapt Conference in NYC to discuss metrics in online video as well as portfolio management at media agencies. According to Mike, “The metrics in digital have always been more focused on response, click-through, cost-per-click, a view-through. And while those are useful metrics, brands often prefer a more expansive insight from a campaign.” Watch and hear why partnerships such as the ones traditional measurement firms like Nielsen and Rentrak are striking in the digital world bode well for the future of video metirics.

AdNews: Online needs to talk TV language

The online advertising industry needs to talk in a way that TV planners understand if it wants to shift more of the marketing budget its way.

TV people talk in terms of total audience rating points (TARPs), relating the cost of campaigns to the share of the audience. Of course their definition of the total number of viewers is related only to television, yet millions of us are now consuming video online, increasingly through our connected TVs. TARPs measures have embraced time-shifting in response to the growth of personal video recorders, but they’ve ignored the elephant in the room: how much is being viewed online.

Click here to read the entire article.

Can video advertising run like a well-oiled machine?

Beet.tv joined us at our first annual Adapt Conference in NYC on September 18th where industry power players like Horizon Media, UM, Nielsen and Thomson Reuters discussed the future of TV and online video advertising. Fragmentation remains the key challenge for buyers and sellers alike, but Adap.tv CEO, Amir Ashkenazi shared his vision that video advertising will soon be running like a well-oiled machine. Watch the video below and see why.

Adapt Conference Exclusive: A Look Into The Future of the Video Advertising Ecosystem

Terry Kawaja, Founder and CEO, LUMA Partners debuted his Video LUMAscape 2015 at The Adapt Conference in NYC.

The presentation (below) gave attendees a glimpse of what the Video Advertising Ecosystem will look like three years from now and the opportunities for audience buying and data driven advertising.

[scribd id=106355507 key=key-j1k338rxprk58f4blq7 mode=slideshow]

[soundcloud url="http://api.soundcloud.com/tracks/60657957" iframe="true" /]

Take A Sneak Peak Into The Invitation-Only Adapt Conference!

We’re here onsite at the first annual Adapt Conference at the Dream Hotel Downtown in New York.  This symposium, hosted and organized by Adap.tv, is taking a look into the future of TV and video advertising from the perspective of the industry influencers and innovators shaping tomorrow’s integrated media landscape.

We’ve assembled some of the best minds in the industry to address issues including:

  • How agencies and media companies are re-shaping their organizations
  • What transformations are underway in measurement
  • How new technologies are changing the media landscape

Though the event is invitation-only, we’re going to be posting exclusive snippets of the presentations and interviews with the attendees including Nielsen, Horizon Media, LUMA Partners and more.

Stay tuned, it’s going to be an exciting conference!

Adap.tv’s Jay O’Connor Answers What Media Buying Will Look Like When TV & Online Video Converge For Mediapost

Industry-leading blog MediaPost published Adap.tv’s response to the often-asked question of what will happen when TV & Online Video are no longer purchased separately?

Penned by Adap.tv’s Chief Marketing Officer, Jay O’Connor, the article addresses themes that will be more deeply explored during our upcoming Adapt Conference  – “A Journey into the Future of TV and Video Advertising” in New York City on September 18:

Once you read it, we would love your contributions to the conversation in the form of comments on the Mediapost article.

Video Ad News: Can Broadcasters Keep Pace with Shifting Consumer Viewing Habits?

As new content distribution channels emerge and consumers show increasing interest in alternative sources of entertainment, Brian Fitzpatrick (Managing Director, Europe for Adap.tv) asks whether broadcasters are moving quickly enough to embrace the technological and attitudinal changes required for long-term survival.

Industry change is always a double-edged sword. On the one hand it is incredibly exciting as ideas that were once no more than pipedreams transform our daily lives. But on the other hand, we may also perceive change as a threat that must be stamped out in the hope that our current business model will continue to be successful in the coming years.

TV is of course going through a period of rapid and disruptive change. The developments in technology allow content to be consumed anywhere on smartphones, tablets, PCs, games consoles and smart TVs.  At the same time people are increasingly coming to realise they no longer have to fit their lives round the fixed TV schedule – instead they expect to watch what they want, and on the device in front of them when they make that decision.

[Read more...]

Part One: What Online Video Ad Spend Can Tell Us About The 2012 Election

We are now a little more than 60 days out to the 2012 election, and according to TheDigitalCampaign.com, Republicans and Democrats are spending 8X more on digital advertising than they did in 2008. It made us curious – what can video ad spending tell us about the prospects of the election? We took a dive into where the action is – the swing states – to bring you this four part series.

At this stage of the game, it is still very much an open race. But trends in political video ad spending tell us something about each campaign’s strategy.


  • Despite a strong lead in the polls, Dems appear to be looking to shore up Pennsylvania. Right now, they lead by at least six points in the latest RealClearPolitics poll but they are spending far more of their budget there than the GOP.

[Read more...]