Posts Tagged ‘video’

Video Planning: Three is the magic number

Categories: View Points    ||    Posted on: April 26, 2012

Ever notice that, except for the Jonas Brothers, the best things come in groups of three?

  • Faith, Hope and Love
  • Three Little Pigs
  • Three Musketeers
  • Crosby, Stills & Nash (Much respect, Neil Young, but you just don’t work for me here)

Three is a magic number, particularly when it comes to effective planning for online video, which is seldom one-dimensional. Rather, a successful video campaign is the culmination of three distinct components, each working independently to support the collective.  In their most familiar and compartmentalized terms, those three distinct components are:  1) Precision at Scale 2) Engagement; and 3) Measurement.

As a part of our ongoing efforts here at Adap.tv to make online video advertising a more efficient and successful place, here’s what we’ve learned about each one:

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Industry + Video = It’s On!

Categories: Data Trends    ||    Posted on: April 17, 2012

Yesterday we presented the State of the Video Industry Report in conjunction with Digiday and not surprisingly, industry optimism is healthy. 96% of video buyers we surveyed estimate that their 2012 video ad budgets will increase by at least 23%. On the flip-side, publishers are also bullish at the forecast, as they should be. The majority of them (80%) told us that their CPMs had increased an average of 11% from 2011 and fill-rates are up 14%.

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VideoAdNews: The European video advertising market

Categories: Industry News    ||    Posted on: April 13, 2012

Adap.tv’s Managing Director of Europe discusses the opportunities and challenges to achieving scale across the European video ad market.

The original online video series – has its time finally come?

Categories: View Points    ||    Posted on: April 12, 2012

If you’re a web publisher you already know what I’m talking about.

Original web series aren’t exactly new. The concept of a webisode was created by Bullseye Art back in 1995 and in 2004 Rooster Teeth’s series Red Vs. Blue received over 100 Million views during its 1st run.  I personally wasn’t aware of any of this until I stumbled upon The Guild a few years later.

In 2007 it seemed like web series were going to be the next big thing, but then they weren’t.

It’s been 5 years and I think this time around it’s going to stick. Here’s why…

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Programmatic video expands to corners of the globe

Categories: Data Trends    ||    Posted on: April 3, 2012

Public or private, the trend in video advertising marketplaces is catching on outside of the U.S. as well. It seems that demand for transparency and pricing efficiency is driving the growth of automated video ad environments. In this view, we are looking at both Adap.tv Marketplace (public) and the Adap.tv Platform (private) ads. The size of the bubble represents the relative ad spend in that country. The global reach of video is expanding, as is the opportunity for advertisers to connect more efficiently with consumers all around the world.

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The Media Briefing: Why private online ad marketplaces can work for video

Categories: Industry News    ||    Posted on: March 30, 2012

Private video ad marketplaces combine the efficiency and automation of programmatic buying and selling with a fully-controlled environment. As a result they have been generating an increasing amount of attention over the past few months…

Read more at The Media Briefing.

Brian Fitzpatrick, Managing Director for Adap.tv Europe

 

Data costs more, but is it worth it?

Categories: Data Trends    ||    Posted on: March 29, 2012

We analyzed ads in Q4 of 2011 to see what the correlation was between the cost for targeted ads and completion rate. Not surprising, advertisers who invested in third-party and custom audience data segments were rewarded with higher completion rates. Despite the incremental cost of data targeting, it continues to be a key strategy for video advertisers as the number of Adap.tv Marketplace ads using third-party and custom data has grown a steady monthly average of 28% over the last twelve months.

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Get Ready For Mobile Video Ads Or Get Busy Losing Money

Categories: View Points    ||    Posted on: March 27, 2012

Have you seen the video with the funny cat that jumps into the box? How about the thousands of variations of “Sh*t {insert-your-favorite-group-here} says?” Chances are, if you did, you saw it on your mobile device.  This is no surprise as a recent study cited that over 35% of US adults own a smartphone and of those that own a smartphone, 87% use their phones as an Internet portal.

Similar to how we moved on from propeller planes to jet planes; mobile phones are quickly becoming one of the main ways we consume media. At the same time it makes making it more challenging for brands to reach their ever-more fragmented audiences. For savvy marketers however, harnessing the mobile video trend has its upside and it seems the adoption has already started.

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4 questions you should be asking to make sequential ads work for video

Categories: View Points    ||    Posted on: March 22, 2012

Sequential ads are an online advertising tactic that I’ve seen mainly in display banner advertising. The idea is to show a different ad, one after another to either tell a story, or to push a user further down the purchase funnel.  I’ve seen it work in display because users can become more engaged with a campaign. Recently, I’ve had more and more clients as me, “Can it be done for video?” My answer – absolutely! However, there may be various reasons why we haven’t seen this tactic executed yet.  For instance, it’s likely many advertisers don’t have multiple 15 second or 30 second spots to execute this strategy. But if they do, sequential video ads can be more effective than a standard video campaign and this tactic is easier than you might think.

Like display/banner advertising, it involves basic re-targeting capabilities and a smart ad serving engine. Here are some questions you should consider asking your client to determine whether this tactic is best suited for their ad campaign.

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15 second ads vs. 30 second ads – which costs more?

Categories: Data Trends    ||    Posted on: March 21, 2012

We get this question quite often from media buyers who equate the length of an online video ad to a typical TV spot. At first glance, most might think a 30 second video spot would cost more since it’s longer. But the fact is, the price for both durations is nearly the same in online video. We tracked the average CPMs for 15 and 30 second spots over the past 8 months, and found the average deviation in price to be a mere $.01.

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