Categories: International || Posted on: August 23, 2012
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.
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:
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.
Categories: Data Trends || Posted on: February 16, 2012
No, this is not homework for your 11th grade geography class. This is a map of video ad impressions in Europe during the second half of 2011. The concentric circles represent growth in ad spend month over month, with the relative size indicating how much was spent on the Adap.tv Platform.
Categories: Industry News || Posted on: February 5, 2012
The European online video advertising market saw a growth of 100% in the first half of 2011*. But what are the reasons for this success and can it continue?
Like any ‘new’ sector, online video marketing is on a steep learning curve. It has made impressive progress in recent months at tackling the challenge of the complicated nature of the digital industry and the complexity of linking buyers and sellers online. So although there is still a lot to be done before we are able to encourage all brands, networks, agencies and publishers to adopt the medium, some straightforward activities can be undertaken to smooth the path of the sector’s next phase of growth.
An important point to acknowledge is that technology can be a double-edged sword. Whilst it enables the growth and innovation in online video advertising, to many people it can be daunting. As an industry we need to remember that there is a tendency to use terms with which we are all familiar, such as programmatic buying’ and the slue of acronyms like DMP, DSP and SSP. However, if we can move away from ‘talking techie’ and become more relatable to the TV people at agencies and their clients, we will make it easier for people outside the sector to understand its benefits.
Brian Fitzpatrick, Managing Director, Europe for Adap.tv
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