Posts for 'VideoAmp'

Comcast Advertising will license aggregated viewership data from its devices to VideoAmp, the companies announced today. VideoAmp will incorporate the data into its cross-platform measurement solution which spans and de-duplicates set-top box and SmartTV data sets.

The deal is the latest industry move to innovate measurement and develop alternative currencies to Nielsen heading into the upfronts. The rise of streaming, VOD, CTV and direct-to-consumer businesses along with the desire to compete more effectively with digital alternatives have compelled the industry to develop more audience-based measurement approaches.

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New research from video ad tech provider VideoAmp reveals that advertisers and agencies are bullish on planning and buying ads across linear TV, VOD and online video, but that challenges remain. Fully 85% of buyers believe that TV and online video ads are either somewhat or extremely complementary, something I’ve long-believed.  

66% of buyers said they are already leveraging digital data in their linear TV buys, while 57% said that they are targeting TV viewers across digital screens and devices. Meanwhile 74% cited accuracy in planning and execution across TV and video as benefiting from holistic buying.

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I’m pleased to present the 399th edition of the VideoNuze podcast with my weekly partner Colin Dixon of nScreenMedia.

This week we’re joined by Ross McCray, co-founder and CEO of VideoAmp, a leading video ad tech platform. VideoAmp positions itself as the “TV operating system for advertising,” working primarily with the buy side to unify linear TV and online video advertising.

Ross shares his thoughts on a range of key industry issues including how the TV networks are increasing their competitiveness relative to Google and Facebook, how friction in the buy side is being reduced as agencies revamp their organizational structures, the role of 6-second ads in driving new value, how data from tens of millions of TV viewers is now helping create targeted segments, big trends for 2018 and much more.

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There’s plenty of M&A and financing activity in the video adtech space, with the latest news coming this morning with RhythmOne acquiring YuMe for $185 million. The deal had been rumored for a while and unites YuMe’s demand-side capabilities with RhythmOne’s supply-side and programmatic platform. YuMe was one of the earliest video adtech players to go public, back in 2013, but has had a bumpy ride as the industry rapidly evolved.

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VideoAmp, a startup focused on optimizing cross-screen video ad campaigns, has raised a $15 million Series A round led by RTL Group, with participation from existing investors. The new funds will be used for product and business development. VideoAmp has raised $17.2 million to date. RTL is already active in the video space, having invested in both SpotX and clypd.

A video ad tech financing like this would have happened on a near-weekly basis just a few years ago, but with investor confusion about the space due to fragmentation (see the LumaScape), as well as uncertain market conditions, VideoAmp’s raise is quite unusual. Yesterday I spoke to VideoAmp’s CEO Ross McCray and its chief business officer, Jay Prasad, to learn more about company differentiators and how it succeeded with the financing.

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