Premium Video Is Going Programmatic, Says New Adap.tv Report

According to the more than 350 media and marketing professionals surveyed for Adap.tv’s 2014 US State of the Video Industry report, programmatic video advertising is maturing beyond its real-time bidding roots.

More than half of publishers surveyed said they make their premium inventory for sale via programmatic environments—a significant change in just one year’s time.

Further, it is evident that sweeping publisher adoption of programmatic is happening because that’s where the buyers are. Brands said 60 percent of their online video ad spending has gone programmatic.

These factors contribute to a vibrant marketplace that has finally started to mature beyond auction models towards putting data to work for all involved.

Additional key highlights found in this report include:

VIDEO AD GROWTH IS IMPOSSIBLE TO IGNORE.
Advertising spending on online video increased for the 5th consecutive year, and buyers claim spending will grow across the board in 2015. Publishers are reaping the benefits of diversified selling channels, inclusive of programmatic.

DRAMATIC SPENDING SHIFTS FUEL THE DIGITAL VIDEO REVOLUTION.
Agencies and brands are increasingly tapping into broadcast and cable TV budgets to fund their digital video ad spending.

PROGRAMMATIC IS OVERTAKING PUBLISHER-DIRECT BUYS.
Brands and agencies are moving away from buying direct from publishers and ad networks, in favor of buying through exchanges and DSPs. With 60 percent of their budgets going to programmatic channels, brand advertisers are most aggressive with their spend reallocation.

DATA-DRIVEN, PROGRAMMATIC TV HAS ARRIVED.
Video buyers are already running data-driven TV campaigns, evidenced by the 40 percent of brands adopting the practice. Brand budgets for programmatic TV buying are predominantly coming from traditional TV spending, not from digital or incremental spending.

VIEWABILITY VEXES BOTH BUYERS AND PUBLISHERS.
Brand buyers and sellers cited ad viewability as the most problematic issue for them, compared to verification/placement and bot fraud, which ranked lower. Only 25 percent said they are up to speed on these issues, indicating a need for additional education.

Download the full report “2014 US State of the Video Industry” here.

5 Stats You Need to Know About the State of Video in Australia

We recently released our State of Video report focusing on the emerging Australia market. In conjunction with IAB Australia, the report asked more than 160 media and marketing professionals from the region their thoughts on the online video market and where it is poised to go in the coming year.

While a number of trends and insights emerged from their responses, five stats are of particular note and show the challenges and opportunities ahead for the video market:

 

Read the full report at: http://info.adap.tv/AUS_SOIReport.html

How Football Drives Engagement with Video Advertising [Infographic]

Football Practice (1968)With just over half of the college and pro football seasons in the books, there are some impressive numbers being put up by individual players and teams. Even more staggering has been the tremendous engagement the sport has garnered on digital devices, whether it’s through watching video highlights or checking how one’s fantasy team is doing. (Thank you, Peyton Manning!)

Having the largest video marketplace affords us the ability to examine the extent of football’s impact on digital video, particularly on marketers’ ability to reach and engage with audiences tuning into sports-related content across screens.

And the results range from what you’d expect to quite surprising.

[Read more...]

AOL breaks U.S. video industry records, tops comScore rankings in September

By Ran Harnevo and Amir Ashkenazi


Amir Ashkenazi, CEO of Adap.tv, and Tim Armstrong, CEO of AOL
In just one month since we completed the acquisition of Adap.tv, we’re proud to announce that both parties are already reaping the benefits.

Earlier today, comScore released the U.S. Online Video Rankings for September; AOL not only tops the list of online video ad properties for the month, but also served up 3.7 billion (yes, that’s with a “b”) video ads — the largest number by a single property ever recorded by comScore*.

This is the first public data combining both Adap.tv and AOL as one unit, and these results reaffirm the significance of the acquisition and speak to the bright future that lies ahead in video. Specifically, Adap.tv is uniquely positioned to accelerate programmatic ad buying across a bevy of premium publishers and brand advertisers — and indeed, it already has.

[Read more...]

eMarketer: Brazil Online Video Viewing Fueled by Music, Keyboard Cat

A new Brazil-focused data report out from eMarketer highlights some of the recent online video trends happening in South America’s largest market.

While other regions are seeing large increases in unique video viewers, Brazil’s rapid growth in video is attributed to a deeper adoption of the medium. The viewing audience size in the country hasn’t budged much over the past couple of years (it actually decreased from 83% to 81.4% of the online population), but that same group is watching more and more video on the Web; the average Brazilian Web user watched almost 20% more videos and stayed tuned to streaming media for 50 minutes longer.

What’s driving that increased usage by the country’s users? eMarketer points to a survey by Hi-Midia and M.sense:
 

Music — of course! Latin America has deep roots in music, and that category leading online video consumption is no surprise. Right behind is humorous videos — the keyboard cats and ghost elevator pranks of the world — followed by online video staples, movies and news.

While streaming media in the US market is maturing with the advent of subscription services (Netflix, Amazon, Hulu, etc), TV Everywhere apps and other over-the-top solutions, there is a commonality between the US and Brazil: short-form videos, particularly in the music and humor categories, dominate consumption. At least for now. Who knows what may happen if/when online video overtakes linear TV?

 

The TV Revolution Will Be Tablet-ized

For the first time, more than a third of American adults own a tablet, according to a new Pew Internet and American Life Project report out yesterday. This is up from just 3% of those surveyed in 2010.

Today’s tablets are a fairly new category of devices compared to other video-playing screens, yet over the three years of its life cycle it has grown exponentially:

While tablet adoption is growing across demographics, it is concentrated around adults in the late thirties/early forties, while smartphones continue to be most popular with the 18-34 set.

Clearly, there is a reason why nearly half of buyers have added mobile to their media plans for this year: More and more time is being spent on smaller, mobile screens. More specifically, tablets are the perfect complement to an entertainment system, large enough to offer the lean-back TV experience from living rooms of yore but small enough to be carried from room-to-room or watched while on the subway or bus.

In fact, tablets are becoming the go-to mobile device for watching television-style content. Couple that trend with the overall growth of the tablet market, and we can envision a future where television can truly go everywhere.