You might not say programmatic’s a pipe dream for YuMe, but it’s certainly not a material revenue contributor (yet). YuMe, which dabbles in both video and data science, helps brand advertisers extend television buys to digital. It first jumped into programmatic video with a release of Video Reach last March. While YuMe’s CEO Jayant Kadambi […]
Following its $1.3 billion acquisition of radio ratings firm Arbitron (now Nielsen Audio) in September 2013, Nielsen has rolled a piece of that company into a test to attribute out-of-home viewing to TV ratings uplift. The MVP of the particular test that ran between April and June of this year was the Portable People Meter […]
Krishan Bhatia oversees a portfolio that reaches north of 130 million monthly unique visitors across desktop, mobile and over-the-top devices as EVP of digital strategy and operations for NBCUniversal’s digital portfolio. Bhatia, who reports directly to president of advertising sales Linda Yaccarino, is charged with growing NBCUniversal’s digital advertising business, including its maturing programmatic discipline. […]
The turf war for programmatic video technologies wages on. Video distribution and analytics platform Ooyala, acquired by Australian telco Telstra in August, revealed Monday it would purchase London-based video supply-side platform Videoplaza for an undisclosed sum. Read the release. This is a critical move for Ooyala, which focuses on helping publishers run and operate their video business by managing content, metatags, […]
FreeWheel, a video ad server owned by Comcast and used by broadcasters like ABC and Discovery Communications, has teamed up with digital demand-side platform (DSP) TubeMogul to make premium digital video inventory accessible on a programmatic reserved basis. FreeWheel is arranging several data escrows with TubeMogul and providing access to agencies and marketers like Allstate, […]
AOL on Tuesday appointed Dermot McCormack president of AOL Video and AOL Studios, its original content production arm. McCormack, formerly Viacom’s head of connected content, will replace Ran Harnevo, a key player in the development of premium online video content network AOL On, who is pursuing “other opportunities.” McCormack’s appointment comes at a pivotal period […]
The promise of “always in-view” ad formats sounds like panacea, but Parisian video supply-side platform Teads, which merged with European video platform Ebuzzing in the spring, is aggressively expanding into the US to tackle that very issue in video. The merged companies, which as of Monday will take the name Teads, had $100 million in revenue […]
Consumers may spend a lot of time watching video on over-the-top devices and mobile, but advertisers still haven’t invested heavily in those areas. While panelists throughout Advertising Week in New York City agreed that the development of measurement techniques will help close that gap, device fragmentation complicates these initiatives. Still, connected TV makers and distributors […]
CPG giant Mondelēz International, which made waves in the ad industry earlier this year by owning its deal with video demand-side platform TubeMogul, has entered another agreement designed to enhance its online video investments: a partnership with Google covering markets in North America, Europe and emerging markets in Eastern Europe, Latin America, the Middle East […]
As a CPG newbie that launched last March, Hello Products competes with household brands like Crest and Colgate. In order to break into a $30 billion oral care market, the company first partnered with BMW Group’s agency DesignworksUSA to craft a visual identity around green living and innovative design. But as Hello ramps up, it […]
Roku, the first streaming player to translate Netflix to TV, has reached the 10 million-device mark. With 1,000-plus channels ranging from free to subscription (Hulu Plus, Netflix) and on-demand services (HBOGo and WatchESPN), Roku is scaling up its ad-supported vertical. Bringing publishers and brand partners onboard in a cookieless, connected TV environment comes with its own unique challenges, […]
Linear TV may not exactly “lean in” to programmatic (yet), but the connected device constituency is proving programmatic TV is more than just futurespeak. In a series of buy and sell-side discussions at LiveRail’s Video Publisher Forum Tuesday in New York, a number of industry execs agreed connected TV apps, publishers, ad servers and measurement […]
When will buying a linear TV ad be as simple as executing a Facebook ad buy? Sky Media, the ad sales arm of one European broadcast and telecom giant, says it’s already happening. British Sky Broadcasting (BSkyB) dominates the pay-TV market in the UK, counting some 10.7 million paid subscribers a month and banking nearly […]
The state of programmatic TV: A patchwork of parts that need to come together in order to automate the broadcast ad buy. During a panel at Programmatic I/O in New York Wednesday, David Cooperstein, CMO of Simulmedia; Brent Horowitz, VP of business development at BrightRoll; Derek Mattsson, president and CEO of placemedia, Amanda Richman, president, Starcom USA […]
As brands become better stewards of their first-party data, they’re bringing their programmatic video buys in-house to better control their media expenditures, according to AOL Platforms’ report, the “US State of the Video Industry,” released Monday. Although only 13% of the 350 media and marketing professionals (both AOL customers and non-customers) surveyed said they have […]
One of the complications of digital video and TV convergence is the arduous process of marrying the right creative with the right medium. Extreme Reach on Monday rolled out a platform promising advertisers up to a 50% reduction in that tedious workflow by enabling them to traffic creative, secure rights and measure the effects of […]
Marketers are under enormous pressure to target users from tablets to connected TVs, but the supply side needs to feel incented in order for programmatic TV to take hold. This was a theme emerging from the DMEXCO show Thursday where a mashup of marketers, agencies and tech companies mixed for two days in Cologne, Germany. […]
Each day, 7 million fans tune in to YouTube to see bubbly video blogger Bethany Mota make breakfast or braid her hair. The breakout video star draws tweens eager for a taste of Mota’s fashion and beauty must-haves, averaging 100 million minutes of video watched per month. She’s equally attractive to brand advertisers, clinching campaigns […]
Mobile is social, social is mobile. Working from this premise, video ad server Mixpo began a strategy review several months ago with the intention to build out its social capability. That process concluded Tuesday when the company closed on the acquisition of ShopIgniter, a social rich media specialist with 15 to 20 employees that is a […]
Meredith Corp., the publisher of popular women’s interest titles like Better Homes and Gardens and Ladies’ Home Journal, is getting into the television game. Over Labor Day weekend, Better Homes and Gardens debuted free, ad-supported programming compatible with connected devices from Samsung, LG, Sharp, Philips, Toshiba and Roku. Meredith worked with Net2TV’s Portico TV Service […]
Video demand-side platform (DSP) TubeMogul, which first began trading on the NASDAQ in July, reported $28.7 million in revenue for the second quarter. This was a 127% increase over last year, when that figure totaled $12.6 million. Total advertiser spend in Q2 was $61.1 million. Read the earnings release. As a point of reference, video […]
Interactive video ad tech startup Innovid has changed significantly since its beginnings in 2007, when it had nothing to do with advertising. Though it has since helped companies like Toyota, Chrysler and Sony Pictures serve up dynamic and interactive pre-, mid- and post-roll video ads, and has worked with both Roku and Sony Playstation to […]
After committing $100 million to develop original video content this quarter, Amazon has invested a whole lot more in the medium, swooping in Monday with $970 million in cash to acquire the video gaming platform Google had been eyeing: Twitch Interactive. Read the release. Variety first reported news of Google’s interest in May, citing sources claiming it […]
The National Football League’s (NFL) GM of mobile, Manish Jha, has leapt to Tremor Video to spearhead sell-side relationships in his new role as president of publisher platforms. “Tremor has been working with the NFL for some time now and we were really able to manage our direct sales business and network relationship in a […]
One of the purposes of Deal ID is to allow buyers and sellers to negotiate deals that combine the personal touch of the direct sale with programmatic efficiency. But the Deal ID also has challenges around sell-side scalability and limitations in audience discovery for advertisers. Nevertheless, some industry experts say the Deal ID might help […]
IDG, the parent company of global business media properties ranging from PCWorld to CIO, is ramping up on talent and technology for its IDG.tv and IDG TechNetwork divisions. IDG.tv is IDG’s video inventory portal; IDG TechNetwork is a vertical ad network and media exchange that supports IDG’s media properties. By appointing Dina Roman, Adap.tv’s former […]
Twitter has made good on its promise to roll out a tool designed to share, upload and measure video effectiveness. The company on Tuesday revealed in a blog post that it has begun beta testing a Promoted Video product following the launch of Twitter Video Cards earlier this year. Promoted Video piggybacks on Twitter Amplify, which allows broadcasters like ESPN […]
AudienceXpress, a TV audience-buying platform and division of early addressable TV tech company Visible World, has named its first buy-side programmatic video partner: the newly public TubeMogul. As a result of the deal, media buyers using TubeMogul for digital video campaigns can now access select linear spots from AudienceXpress’s cable MSO and multichannel video programming […]
Australian telco Telstra has acquired video-monetization, streaming-video and content-management company Ooyala, the companies revealed Monday. Telstra had already invested $61 million for a 23% stake in Ooyala, which works with supply-side inventory partners and publishers to help monetize video content, and now owns 98% for an additional $270 million investment. Read the release. The acquisition, which is expected […]
Rentrak sees surging interest in addressable TV advertising, according to Bill Livek, CEO of the audience measurement and data services firm. “We believe this will be a massive advertising category,” Livek remarked during the company’s quarterly earnings call Thursday. “The folks who are doing addressable campaigns, every time a brand runs a campaign they can […]
