Posts for 'Genesis Media'

There’s more momentum behind video ads getting shorter. Video ad tech provider Genesis Media, has introduced a new 6-second ad unit, which advertisers only pay for when fully viewed, as verified by Moat. The Cost Per Viewable Six or “CPv6” unit is meant to provide a better viewer experience, especially in mobile, while giving advertisers a more effective format than the standard 15 and 30-second ad.

Joe Grover, Genesis Media’s president and chief marketing officer, told me in a briefing that the company has been testing the CPv6 format for months and that “publishers love it.” Joe explained that publishers are very sensitive to abandonment by viewers due to lengthy ads which in turn causes the viewer’s lifetime value to decrease. With viewers increasingly impatient to get to the content, Joe said there’s been a “groundswell” of interest in shorter ads over the past 6-9 months.

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Two video ad tech providers, Genesis Media and Altitude Digital, announced they have merged in a deal that is rooted in using data to optimize video publishers’ ad inventory. The new company combines Genesis Media’s technology to analyze publishers’ content, ads and audience with Altitude’s video supply side platform. The merged company will be called Genesis Media and be led by CEO Mark Yakanich, with Altitude’s Joe Grover becoming president and chief marketing officer.

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Everyone knows that video viewing is exploding, but for content publishers and creators, figuring out how to monetize all that usage is an ever-present challenge. This question was the focus of our Video Ad Summit session, “Unlocking Video’s Value in the OTT Era,” which included Jarrod Dicker (Head of Ad Product and Technology, Washington Post), Nathan Guetta (VP, Product and Technology, Conde Nast Entertainment), Shaun Koiner (Chief Product Officer, Perform Media), Brian Rifkin (Co-founder and SVP, Video Sales, JW Player) and Mark Yackanich (CEO, Genesis Media), with Tom Herman (CEO, DashBid) moderating.

The panelists addressed a number of critical issues including how to deliver world-class user experiences that combine both content and advertising, why it’s critical to distribute content to as many places as possible, how to help advertisers capitalize on emerging opportunities like vertical video and other new formats, the role that data is playing in their monetization strategies and what important trends are going to play out over the next year, among other things.

It’s a dynamic discussion with lots of insights for anyone involved with content creation and monetization.

Watch the video now (34 minutes, 52 seconds).

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Video ad tech provider Genesis Media has introduced Trending Topics, enabling advertisers to capitalize on temporary traffic spikes in particular web content. As Genesis Media’s CEO Mark Yackanich explained to me in a briefing, Trending Topics provides unique opportunities to advertisers to hop onto surges in web content triggered by hot cultural events, even before they’ve been detected by Google, Facebook or other sources.

Trending Topics leverages Genesis Media’s core competencies in web content monitoring and analysis. The company is scanning for web content that has the highest velocity, or rapid movement, in page views. Genesis Media then marries this data to its proprietary Page Attention Rank (PAR) which measures users’ attention, retention and time spent to create an index revealing which trending pages represent unusually high value for advertisers based on their objectives.

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Video ad tech provider Genesis Media has launched “Adaptive Formats,” which dynamically delivers video ad units that are optimized to an individual web page’s editorial and to the user’s behavior. The goal is to enable content publishers to best monetize each individual piece of their content while providing an outstanding user experience and full value to advertisers.

Genesis Media’s CEO Mark Yackanich explained to me that Adaptive Formats automates a previously manual process. He added that Adaptive Formats directly addresses key publisher pain points of how to select from the myriad video ad units which are now available and then how to scale the ones that are selected.

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Viewability threaded its way through many of our sessions at last month’s Video Ad Summit, underscoring how important a topic it remains in the online video advertising industry.

Once again, the conference featured a dedicated session on viewability, which was presented by IAB and included Jonah Goodhart (CEO and Co-Founder, Moat), Rick Mandler (VP, Strategy and New Media Sales, ABC Television Networks), Mark Yackanich (CEO, Genesis Media), Julian Zilberbrand (EVP, Activation Standards, Insights and Technology, Zenith Optimedia), with Matt Prohaska (Principal, Prohaska Consulting) moderating.

The participants discussed the evolution of viewability standards, the challenges of consistently measuring viewability across devices, the complications resulting from Facebook and YouTube not allowing third-party viewability measurement, where viewability is heading over the next 12-18 months and much more.

Watch the session video now (26 minutes, 20 seconds)