Posts for 'Adap.tv'

London-based video ad tech provider Videoplaza has launched Konnect, a supply side programmatic platform intended for broadcasters and other premium content providers. Currently, over 50% of European broadcasters use Videoplaza's Karbon video ad serving platform, so the move into programmatic is a natural extension for the company.

In fact, Videoplaza's CEO and founder Sorosh Tavakoli told me that broadcaster customers have been asking for the company to enter the programmatic space. Sorosh said they're motivated to work with software providers that are already integrated with existing workflows and which offer enterprise level customer service plus full transparency and control. Sorosh believes all of these are Videoplaza differentiators vs. competitors.

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In another sign of programmatic video advertising's rising popularity among brand advertisers, Adap.tv's newly released 2014 State of the Video Industry report has found that 60% of brands' video ad spending is now allocated to programmatic channels. That compares with 44% for ad networks and 38% for agencies and trading desks.

However, when it comes to premium video, brands said just 23% of ad spending was done programmatically, reflecting how important publisher direct sales remains for the most coveted ad inventory. In fact, 51% of publishers said they're making premium ad inventory available for sale programmatically, up just slightly from 49% in 2013. Still, private marketplaces continue to gain, with 32% of publishers running one in 2014, up from 20% in 2013.

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FreeWheel is integrating Adap.tv's programmatic reserved technology with its FourFronts solution, so advertisers can use their proprietary data to buy select online video ad inventory from premium content providers.The integration is meant to support a trial announced earlier this month under which ABC and ABC Family initially, will allow select ad buyers to access reserved inventory.

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It turns out that football not only drives audience spikes on TV, but also online video advertising and engagement across devices. That's according to Adap.tv which this morning released select data from its video ad marketplace. Adap.tv has found that football has driven an overall 81% increase in video ad opportunities, with a 127% bump in smartphone video ads, 120% on desktops and 22% on tablets. 

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Adap.tv and Digiday have released their Q4 2013 state of the video industry survey results, which found strong interest in online and mobile video advertising. In particular, 86% of brands anticipate increasing their online video ad spending in 2014, by an average of 65% vs. what they spent in 2012. In addition, 91% of agencies see an increase averaging 28% vs. 2012 spending.

However, there's disagreement on how these online video ad spending increases will be funded. 42% of  agency and brand executives believe that budgets currently used for out-of-home advertising will be tapped, followed by Search (26%) and broadcast TV (21%). But when brands alone are broken out, 33% said "no other category" (implication is video spending is incremental), with broadcast TV in second (cited by 31%), display (30%) and print (19%). In a sign that plans to poach broadcast TV dollars may be over-estimated, 42% of buyers said there hasn't been any change in their spending on that media.

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With 3.7 billion video ads served, the combined AOL-Adap.tv has landed atop comScore's September 2013 U.S. Online Video Rankings. (see chart below) It's the first time that AOL has outranked Google (primarily YouTube), which dropped to second with 3.2 billion video ads served. On its own in August, Adap.tv served over 2.5 billion video ads. AOL-Adap.tv was also tops in total ad minutes in September with over 1.6 billion, followed by BrightRoll with nearly 1.3 billion.

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I'm pleased to present the 191st edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

This was a big week for online video advertising, with 3 key milestones: AOL's acquisition of Adap.tv for $405 million (the biggest of CEO Tim Armstrong's tenure), YuMe's IPO, and Tremor Video reporting solid 2nd quarter results, in its first quarter as a public company.

As I explained earlier this week, the success of AOL-Adap.tv is riding on 3 key market trends, the shift from linear TV style viewing to anywhere/anytime/any device viewing, the democratization of video production and distribution which has led to a plethora of online originals, and the influence of technology in the ad buying/selling process. AOL is seeking to capitalize on all this through Adap.tv's programmatic platform.

Meanwhile Tremor Video, whose stock has had a bumpy start since the company went public in early July, posted a strong 2nd quarter, with revenue growing by 41% year-over-year. As CEO Bill Day explained on the earnings call, key to this was a focus on premium performance-based in-stream video advertising, which grew from 20% of revenue in Q2 '12 to 34% in Q2 '13. Mobile was also a big contributor to the quarter, rising from 4% of revenue to 13% of revenue. Bill noted the company is highly focused on providing transparency and analytics around traditional brand metrics such as brand lift, engagement, completion rates, etc. to engage buyers.

More broadly, as Colin observes, online video is giving brands and content providers more flexibility to insert product placements and other deep product integration. I agree, though for the foreseeable future, I see the vast majority of online video ad revenue coming from more traditional pre-, mid- and post-roll advertising.

Click here to listen to the podcast (18 minutes, 57 seconds)

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(Note: YuMe and Tremor Video's VideoHub are VideoNuze sponsors)

This morning AOL announced its biggest acquisition to date under CEO Tim Armstrong, buying Adap.tv for $405 million. The deal says volumes about the future of video generally and video advertising in particular. It also underscores the key role that AOL intends to play in helping shape the future.

To understand the deal, it's important to understand 3 of the most important trends in video today: 1) the shift from linear TV / living room viewing to anytime/anywhere/any device viewing, 2) the democratization of video production and distribution enabled by online delivery and 3) the growing importance of technology/data in the ad buying/selling process. Taken together, these trends portend a future of of massively scaled, yet highly personalized video viewing, monetized through targeted, higher-impact advertising.

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Advertisers and agencies are funneling more money into online video advertising, and they’re taking more money from TV and online display ad budgets to make it happen, according to the latest “2013 Video: State of the Industry” report from Adap.tv and Digiday.
 
The Q1 2013 report, surveying 759 advertising and digital media professionals, shows 72% of video buyers increased spending for online video ads over the preceding 12 months, spending an average of 53% more on the category. That’s more than double the average 20% spending increase recorded over the previous 12-month period. The spending increases are a sign of momentum with the report saying, "Those for whom online video is a marketing staple are ‘doubling down’ on the medium."

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Online video ad buying continues to shift toward, but also improve upon, conventional TV ad buying, with the latest evidence that Adap.tv is now optimizing audience targeting against data from Nielsen and comScore.

As Toby Gabriner, Adap.tv's president, explained to me, the process starts with an algorithm the company has developed to predict a publisher's audience composition. The algorithm is based on numerous data "signals" (e.g. content type, time of day, browsing behavior, 3rd party profiling, etc.) that are continuously updated. The audience profiles are then used to focus on impressions that should index high against Nielsen Online Campaign Ratings (OCR) and comScore Validated Campaign Essentials (VCE).

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Adapt.tv and Digiday released their latest "Video: State of the Industry" report yesterday, and among the key findings were that 62% of respondents see online video ads as a complement to TV, up from 56% last year, while just 10% see it as a replacement. In addition, 48% of respondents from brands and agencies said that TV and online video ads are planned together, with another 25% saying they will be planned together within the next 12 months.

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Continuing its push to bring more efficiency to the world of online video ad buying, yesterday, Adap.tv introduced "Unified Planner," a media planning solution for agencies and advertisers to optimize campaign performance. The idea is for buyers to have access to multiple data sources, and then easily buy recommended inventory, optimize the ongoing campaign and measure results.

According to Adap.tv, Unified Planner allows buyers to create online video media plans including goals such as recommended sites for targeting desired audiences, expected reach and frequency for the sites, estimated performance, and costs. Inventory is sourced from direct buys and online marketplaces. Once the plan is created, Unified Planner allows changes to be made with visibility into campaign impact.  Buying is done through spot, RTB, upfront commitment or direct buys through automated RFPs.

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If you're an agency or advertiser trying to run online video ad campaigns these days, you're encountering a fractured, laborious work flow resulting from the numerous ad technology providers you need to deal with. That's the kind of friction that impedes online video getting its fair share of ad spending. To address this problem, Adap.tv is launching its "App Center" this morning, which centralizes the process for buyers to access multiple ad technologies. Adap.tv co-founder Teg Grenager explained App Center and took me through a demo yesterday.

Read more about App Center