Posts for 'Programmatic'

AppNexus has revealed beta test results of its programmatic video ad buying product, saying that clients using the product found 10x to 100x improvements in audience reach, video engagement/click-through increases of 300% or more and reduction in buying costs of 50%-60%. AppNexus plans to release the video ad buying product to all its customers on September 30th.

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Ten industry-leading companies are on board as the initial sponsors of the inaugural SHIFT // 2015 Programmatic Video & TV Advertising Summit on Tuesday, December 1st in NYC.

The group includes Adobe (Title Partner); Altitude Digital, FreeWheel and Videology (Premier Partners); comScore, Levels Beyond, Ooyala, Operative and SpotX (Headline Partners) and Alphonso (Branding Partner). Each of these companies is making important contributions to the programmatic video and TV advertising ecosystem and I’m gratified that they’ve chosen to support SHIFT // 2015. There are additional charter sponsorship opportunities available; please contact me if you’d like to learn more.

In addition to the sponsors, the program for SHIFT // 2015 is coming together well, focusing on the most important topics in programmatic video and TV advertising. As with all VideoNuze events, we’ll have experienced industry executives sharing actionable insights and data which attendees can use in their own roles. I expect to share more details about the program in the next couple of weeks.

Programmatic video and TV are among the most important trends in the video advertising industry, with billions of dollars of spending already shifting. Going forward, eMarketer forecasts at least $4 billion, or nearly 40%, of U.S. online video ad spending will be done programmatically in 2016. And earlier this week, IHS and SpotX forecast that by 2020, 2 billion euros, or over half of all online video ad spending in Europe, will be done programmatically.

But it’s still early days for programmatic video and TV, with a complicated ecosystem and several key challenges. That’s where SHIFT // 2015 comes in - providing a laser-focused day of learning and networking for buy-side, sell-side and technology providers to help accelerate the adoption and success of programmatic video and TV.  If your company has a stake in programmatic video and TV, then attending SHIFT // 2015 will be time well spent.

Early bird discounted tickets are now available. I hope you’ll join us on December 1st!

REGISTER NOW AND SAVE!

Adobe announced a programmatic ad platform for advertisers and media publishers as part of its Adobe Marketing Cloud. On the publisher side, the programmatic offering, now available in beta, will be part of Adobe Primetime, Adobe’s video management and monetization platform for TV networks and pay-TV operators.

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Teads has reported that revenue from its programmatic outstream video ads grew 300% in January-August 2015 vs. the same 8 month period in 2014. Outstream video ads are inserted in text and other content and play when in view by the user. As such, outstream opens up huge new volumes of ad inventory for publishers who don’t have to create expensive video content tin order to access video ad demand.

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Vdopia’s “Chocolate” programmatic mobile video marketplace, which launched last October, has experienced a 172% increase in ad spend from Q1 ’15 to Q2 ’15. Vdopia said that Chocolate served 12 billion mobile video ad auctions per month in Q2,  a 110% increase vs. Q1. Chocolate had a 97% increase from Q1 to Q2 in mobile web ad auctions and a 195% increase in mobile in-app ad auctions.

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I'm pleased to present the 286th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

The past couple of weeks have brought into stark relief the tectonic changes happening in the video and TV industries. Linear ratings are way down, audiences are fragmenting to on-demand sources,  pay-TV subscriber losses are up and advertisers are shifting their spending.

In this week’s podcast, Colin and zero in specifically on the huge shifts occurring in TV and video advertising. Advertisers’ priorities and buying processes are fundamentally moving toward more flexible, data-driven approaches. I explain why programmatic video/TV and mobile video ads are surging, looking at recent results from TubeMogul and SpotXchange as key evidence (see here and here for more). We also get into why advertising-supported VOD could have a bright future.
 
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I’m excited to announce our next VideoNuze conference: SHIFT // 2015 Programmatic Video & TV Advertising Summit, which will be on Tuesday, December 1st in NYC at the Time-Life Conference Center.

SHIFT // 2015 is an immersive new one-day conference which will bring together senior industry leaders and influencers who have a stake in the success of programmatic video & TV advertising. SHIFT // 2015 is the first conference laser-focused on programmatic video & TV advertising, which eMarketer forecasts will account for almost $4 billion, or approximately 40%, of online video ad spending in 2016, up from just $190 million in 2013.

As VideoNuze readers know, I’ve written extensively about how video viewers are fragmenting across countless devices, services and platforms, which has in turn created unprecedented challenges for advertisers and content providers. As David Cohen, UniversalMcCann’s Chief Investment Officer said in his keynote interview with me at this past’s June’s Video Ad Summit, re-aggregating target audiences and delivering the right video ads - efficiently and at scale - have become the media industry’s top priority (last week’s market meltdown in media stocks underscored its urgency).

This is why programmatic video & TV advertising has such huge potential - offering the ability to shift (hence the conference name!) to an automated, data-driven and flexible approach. Programmatic enables ad buyers to target and reach their audiences wherever they watch video, and content publishers to recognize the full value of their inventory.  

Despite this potential, it is still early days for programmatic video and even earlier days for programmatic and cross-screen TV. For many industry executives, programmatic’s complex ecosystem and “alphabet soup” of participants is difficult to understand. Questions about viewability, channel conflicts, pricing integrity, measurement, attribution, etc. swirl. As a result, there’s still caution around programmatic video & TV.

By comprehensively addressing these and other key topics, I’m confident SHIFT / 2015 will create new value for market participants. The SHIFT // 2015 program will focus on the most critical aspects of programmatic video & TV advertising, with experienced industry executives delivering actionable insights and data that help attendees to be smarter and more productive back at the office. SHIFT // 2015 will pick up on important themes raised on our programmatic sessions at the Ad Summit, which drew 450+ attendees and featured 55 speakers.

I’ve spent a lot of time over the past couple of months talking to industry colleagues about the opportunity for SHIFT // 2015 and have been hugely gratified by the response. I’m very aware of the proliferation of conferences and believe SHIFT // 2015 is differentiated by its deep-dive focus on programmatic video & TV.

I’ve set the bar high for SHIFT // 2015 to be a must-attend day for executives at publishers, distributors, agencies, advertisers, trading desks, networks/exchanges, technology providers/platforms, research and investment firms, journalists and anyone else seeking to learn more about programmatic video & TV and accelerate its success.

SHIFT // 2015 is an important new initiative for VideoNuze which will build off momentum from our many prior Video Ad Summits and VideoSchmoozes. Early bird discounted tickets are now available as are discounted charter sponsorships (contact me to learn more). I’m excited to share a lot more about SHIFT // 2015 in the coming months and I welcome your input. I hope you’ll join us on December 1st!

Demand-side video ad platform TubeMogul reported a very strong Q2 yesterday, with $105 million of total advertising spend on its platform, up 72% vs. Q2 ’14 and revenue of $45.4 million, up 58% vs. Q2 ’14. TubeMogul once again upped its full-year guidance, for total ad spending (to $395-$401 million) and revenue (to $164-$170 million).

While desktop pre-roll video ads still account for the dominant share of TubeMogul’s business, the company reported an upside surprise of between 5-10% of spending coming from programmatic TV (“PTV”), a useful indicator of how TV advertisers are beginning embrace programmatic. Mobile accounted for between 10-15% of spending in Q2 and the company’s new display offering accounted for under 5%.

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Supply-side video ad platform SpotXchange released new data this morning highlighting huge growth in mobile video advertising and private marketplaces by premium publishers.

SpotXchange said it experienced 800% growth in mobile video ad spending in the first half of 2015 vs. the first half of 2014 as mobile accounted for 19% of total spending on its platform vs. just 4% a year ago. There’s almost certainly more rapid growth ahead, as recent data from Ooyala revealed that 42% of all video views in Q1 were on mobile, with 50% expected later this year. eMarketer is forecasting mobile video will account for $2.62 billion or 34% of the $7.8 billion expected to be spent on online video ads this year.

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A new partnership announced by video ad buying platform AudienceScience and programmatic video supply-side provider SpotXchange aims to accelerate video advertising on the mobile web and in mobile apps. The companies have completed an OpenRTB integration enabling advertisers using AudienceScience’s Helios system to access mobile video inventory that publishers manage using SpotXchange.

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Programmatic is one of the most important trends in the online video advertising industry, with eMarketer forecasting that in 2016 nearly $4 billion of online video advertising will be transacted programmatically. At last month’s Video Ad Summit, one of our sessions focused on programmatic video advertising from the advertiser/buy side and another from the content provider/sell side.

The advertiser/buy side session included Larry Allen (SVP, Business Development, Xaxis), Jim Caruso (VP, Product Strategy, Varick Media Management), Neeraj Kochhar (Managing Director, Buy-Side Platforms, Tremor Video), Troels Smit (Head of Demand Sales, LiveRail), with Gain Dunaway (Senior Editor, AdMonsters) moderating.

The content provider/sell side session included Doug Fleming (Director of Programmatic, Hulu), Manny Puentes (Chief Technology Officer, Altitude Digital), Sorosh Tavakoli (SVP, AdTech, Ooyala), Tim Trevathan (SVP, Publisher Solutions, Defy Media), with Ashley Swartz (CEO and Founder, Furious Corp.) moderating.

The session videos are included below. Taken together they provide a wealth of insights about where programmatic video advertising is today, the key opportunities and challenges for advertisers and content providers, what’s ahead, plus lots more.

Watch the session videos now

At the Video Ad Summit, Frank Amorese, Media Director, Heineken USA and Dan Kern, SVP/Managing Director, MediaVest shared their insights on how online video and programmatic are changing their marketing mix. Keith Eadie, CMO of TubeMogul moderated.

Heineken is shifting marketing spending to digital channels, especially for its brands that target 21-29 year-olds since they’re watching less TV.  Dan and Frank discuss how they’re using data to drive their spending in video based on both reach and business outcomes.

They measure cost of video on the basis of CPM, viewability, quality of targeting and other factors. Frank also discusses how they’re measuring both sales lift and attribution. Frank and Dan also describe how they’re implementing programmatic, including vendor selection, plus lots more.

Watch the interview now (28 minutes, 40 seconds)

A new survey from Unruly reveals that 70% of U.S. advertisers have shifted a portion of their TV ad budgets to programmatic online video ads in the past 12 months (see graph below). In addition, 75% of U.S. advertisers said that programmatic will account for a share of their overall online video ad budget.

The data is based on a survey of 1,000 senior advertiser and agency executives, 500 each in the U.S. and U.K. from March, 2015. It is one of the strongest endorsements yet for the adoption of programmatic video advertising.

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Video supply side ad platform Altitude Digital has raised $30 million from FastPay, a provider of liquidity and financial workflow solutions to the media industry. The new funds will be used for growing Altitude's ARENA platform and data infrastructure, expanding mobile capabilities and growing internationally. The new financing brings total capital raised to date to $45 million.

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Programmatic TV technology provider clypd has raised a $19.4 million Series B round to expand all departments in the business, and enter new markets in Europe and Asia-Pacific. With the new round, clypd has raised approximately $30 million.

European broadcaster RTL Group led the round, with participation from prior investors. RTL has become a very active investor in U.S. online video and technology companies, buying a 51% stake in multichannel network BroadbandTV for $36 million in June, 2013, a 65% stake in programmatic video ad platform SpotXchange for $144 million in July, 2014 and acquiring fashion and beauty MCN StyleHaul for $107 million in November, 2014.

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TubeMogul and Videoplaza, an Ooyala company, have announced a partnership to build a premium programmatic ad marketplace, which will enable brands, agencies and trading desks that use TubeMogul's buying platform to access inventory from international broadcasters and publishers that use Videoplaza's sell-side programmatic solutions Karbon and Konnect.

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Varick Media Management, which specializes in programmatic ad buying, has chosen Tremor Video's demand side platform, powered by VideoHub, as its preferred partner for premium programmatic campaigns. Neeraj Kochhar, Managing Director of Buy-side Platforms at Tremor Video, told me that it's the first big agency that's been announced as a VideoHub DSP customer, though others are using the platform as well.

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BrightRoll has released findings from its 3rd annual U.S. ad agency survey, including among other things, that agencies believe targeting is by far the most valuable benefit of online video advertising. Cited by 56% of respondents, targeting alone exceeded all other benefits combined: reach (20%), price relative to TV (8%), other (8%), ad unit format (7%) and ability to reuse creative (2%).

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