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Bursting the Viewability Bubble: Are Your Ad Dollars Getting Bang for Your Buck?
Monday, February 16, 2015, 9:19 AM ETPosted by:In 2013 alone, $2.8 billion was spent on digital video advertising. It’s a significant investment, and one that continues to grow exponentially. Online video investment is increasing at a double-digit pace, and spending is projected to top $8 billion by 2016.*
However, according to data from Vindico’s Adtricity system, only 34 percent of digital video ads rate as ‘high quality.’** In addition, fifty-seven percent of two billion video ads did not have the opportunity to be seen (‘unviewable’) over a recent two-month period. These are not new and surprising findings, however what is shocking is that the advertising industry does not have a consistent standard or approach in how to deal with existing viewability and fraud issues.Topics: VINDICO
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Vindico Unveils MatchPoint for Targeted Video Ads to Existing Customers
Video ad manager Vindico has unveiled MatchPoint, a customer relationship management tool that enables advertisers to more efficiently target existing customers with online video advertising campaigns.
With MatchPoint, the advertiser uploads specific customer data (e.g. email address, phone #, etc.) which Vindico then matches against 1 billion profiles in real-time to provide demographic and psychographic information about the advertisers' customers. The results can then be used to zero in on particular audiences to target for customized campaigns across numerous inventory sources.Categories: Advertising, Programmatic, Technology
Topics: VINDICO
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Vindico: Interactive Video Ad Impressions Up 77% From A Year Ago
According to data from ad management platform company Vindico, interactive video ad impressions are up 77% from a year ago. It also found that on average, brands can expect a nearly 3x engagement lift when utilizing interactive ads vs. repurposed TV ads.
Categories: Advertising
Topics: VINDICO
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Specific Media Pursues Programmatic Video Ads, With Viewability Differentiator
Specific Media jumped into the programmatic video advertising fray today, with a new offering called "Programmatic from Specific Media" that includes real-time bidding. According to Bill Schild, SVP, Global Marketing for Specific, one of the key differentiators is viewability ratings on all inventory, powered by Vindico's Adtricity technology (Vindico is a sister company to Specific, with both owned by Interactive Media Holdings).
Categories: Advertising, Programmatic
Topics: Specific Media, VINDICO
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VINDICO Launches Adtricity to Standardize Video Ad/Publisher Quality Rankings
Late last week, VINDICO, the big online video ad serving company, launched a new product called Adtricity, which is meant to standardize quality rankings for both video advertisers and content publishers. Matt Timothy, VINDICO's president, explained to me his belief that in order for online video advertising to continue scaling, both the buy and the sell sides of the ecosystem need stronger measurement of both viewability and verification.
Matt cites the explosion of ad networks that VINDICO works with, numbering 128 in 2012 (up from 50 in 2010) as a key reason for Adtricity's development. Because networks can be under pressure to deliver on their commitments, this can lead to ad placements that aren't quite what the advertiser thought it was getting, though they still contribute to delivery goals. Matt thinks of Adtricity as turning a "flood light" on the market, which will help all sides achieve better quality.Categories: Advertising
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VINDICO Served 5 Billion Video Ads in Q2 '11, Estimated 40% Market Share
Video ad platform VINDICO posted a strong Q2 '11, serving 5 billion video ads, up from 1.8 billion in Q2 '10. When VINDICO compares this amount to the
approximately 13.7 billion video ads that comScore reported as delivered during Q2, VINDICO estimates it has close to 40% market share. The company reported that it is now working with 200 clients, a 400% increase over last year, which includes 21 of the top 50 TV advertisers.
Categories: Advertising
Topics: VINDICO
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VINDICO Gets MRC Accredited
VINDICO, the recently created video ad server division of BBE, is announcing this morning that it has been accredited by the Media Ratings Council (MRC). For those not familiar, the MRC is an independent industry association thatworks to ensure audience measurement is valid, reliable and effective. VINDICO believes it is the first demand-side video ad server to be accredited by MRC (there may others, I'm not sure; I know that FreeWheel was accredited about 6 months ago).
Matt Timothy, VINDICO's president, told me yesterday that the accreditation is a big step forward for both the company, and the online video ad industry. Matt explained that with online video advertising still relatively early-stage, there's been a "Wild West" dynamic with different ad servers and measurement approaches. That friction constrains advertiser spending in the new medium. MRC gives VINDICO new credibility with the agencies and advertisers it serves that the audience data it shares is up to MRC's stringent standards.
With the rise of online video advertising, Matt also sees 2 trends developing: the shift from estimated ad measurement (common in TV advertising) to actual ad measurement and agencies/advertisers taking control of the actual ad delivery process (which in TV advertising is handled by the TV networks and stations). VINDICO is betting on both of these trends; it targets agencies and advertisers with its ad-server technology. Matt pointed to recent wins with VivaKi and Universal McCann as evidence that its approach is working.
What do you think? Post a comment now (no sign-in required).Categories: Advertising, Technology
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Kantar Video Pursues a Holistic Approach to Video Analytics
This morning I'm pleased to introduce Adam Wright, VideoNuze's newest contributor. Adam has a strong background in online video, having worked at NBCU in digital distribution, MySpace in branded content, and more recently at Tubefilter in research. Adam has a BS in Business and an MS in Entertainment Industry Management from Carnegie Mellon University. After 2 1/2 years of carrying the full daily editorial load at VideoNuze, it's great to have Adam on board contributing several times per week!
Kantar Video Pursues a Holistic Approach to Video Analytics
by Adam Wright
Kantar Video announced itself last week, but with the torrent of news coming out of both SME and the Cable Show, it slipped under the radar. So late last week, I took some time to talk with Bill Lederer, CEO of Kantar Video,
who is a seasoned veteran in online and set-top box research, to get a better understanding of the company's holistic approach to their research/analytics service and the implications on the analytics space.
Kantar Video's "Videolytics," which is currently in a private beta, will be tracking everything from online video, advanced TV, and most interestingly mobile, which is a rapidly growing space. Kantar Video plans to combine this data with the extremely rich marketing data sets from other Kantar Media business units. Bill explained, "for instance, we're the world's biggest company in the attitudinal area. We're going to work with Dynamic Logic, TNS, [etc.]. We're going to capture things like ad expenditure data." In addition, he mentioned cross-referencing data from other sets such as demographics, psychographics, purchase data, and much more from other Kantar Media affiliated branches.
Kantar Video's overall goal is to create a decision system to harness all this data to provide relevant information for business decisions. As a result, Kantar Video's holistic approach might be considered a "Nielsen for online video" analytics/research service. While there have been many options for online video analytics and research, few have come to encompass this breadth of data, which will ultimately help users understand the implications of online video and online video advertising down through the purchase chain, helping grow and better monetize the space.
Though there's a lot of data already floating around, in Bill's opinion often it isn't entirely useful to decision-makers. As Bill put it, "The medium is producing Latin. The customers are in need of Greek." He sees Kantar Video as trying to answer tough questions from marketers. For instance, "What's the real ROI for investing in video? Online guys will talk about views, but marketers talk about how did it do relative to not just campaign execution, but the brand?" Bill said, "We're trying to create a multi-channel solution - real time turn-around with deep domain expertise."
Kantar Video is trying to set itself apart competitively by focusing exclusively on analytics, as compared with others like TubeMogul and BBE's recently spun off Vindico who are also providing ad serving. Kantar Video has some similarity to analytics provider Visible Measures, but with more varied data sets and tools from other business units.
Finally, Bill was quick to trumpet that "we're able to bring in a significant number of advertisers and media companies. I think we'll have some quick validation." With a big name like WPP behind it, Kantar Video has a certain built-in credibility with many brands and advertisers, but Bill also stressed they are working with non-WPP companies as well. "We have built a career on coalitions and partnerships within and without in order to provide more value." In addition, they are preparing to go global quickly by building out their platform in many languages.
Kantar Video is definitely an analytics firm to look out for, with a company like WPP backing it financially and developmentally, it would seem to have some natural momentum. Only time will tell if it catches on, but either way, this means more competition in the analytics space.
What do you think? Post a comment now (no sign-in required).Categories: Analytics, Startups
Topics: Kantar Video, TubeMogul, VINDICO, Visible Measures
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