Refinery29’s Wednesday NewFront was all about taking advantage of what CEO Philippe von Borries called “a moment to define brands for a new generation of consumers.” That new generation? Millennial women. The publisher, which logs 25 million monthly uniques, already reaches a quarter of that demographic, according to comScore. But Refinery29 wants to reach even […]
Traditional cable nets are increasingly turning to video demand-side platforms to factor things like digital purchase habits into the TV-planning process. Cadent Network, a national media network that partners with more than 200 multichannel video programming distributors (MVPD) and more than 80 cable networks at the local and national level, including Verizon FiOS, Comcast and […]
On the opening day of advertiser NewFronts, BuzzFeed and Bloomberg Media were clear about their intentions: They’re pursuing video. Aggressively. At its Monday event in New York, BuzzFeed said it will release by the year’s end a proprietary tool called Pound, designed to show advertisers how BuzzFeed stories and video content travel across the web. […]
The $45 billion Comcast-Time Warner Cable (TWC) deal is officially kaput. If the merger had materialized, it would have created an unsurpassable media and cable conglomerate with massive audience reach. From day one, regulators were wary about one company controlling too much broadband access, resulting in Comcast terminating the deal Friday. “Today, we move on,” […]
Advertisers are no longer interested in hitting demo targets alone and, leading into upfronts, media companies are baking behavioral and audience-based guarantees into their sales pitches. Buy- and sell-side parties want to link TV programs with purchase propensity to determine whether a media exposure helped loosen purse strings. “We’re seeing more demand to bring together business […]
It’s a tough road for a stand-alone second-screen app. Beamly, the social TV network formerly known as Zeebox, would appear well positioned to help publishers engage millennial audiences across all platforms. Its install base grew from 2 million monthly active users in 2011 to 10.5 million today, and Comcast’s NBCUniversal and Viacom have a joint […]
The rumors were true. Google’s skippable and click-to-play YouTube ad format TrueView will be available programmatically, the company announced Thursday at the Programmatic I/O conference in San Francisco. The 5-year-old format, priced on a cost-per-view basis, represents more than 85% of in-stream ads on YouTube, according to Rany Ng, product management director for Google. TrueView […]
Buffering video isn’t a great experience, but what is its impact on ads? Networks still face challenges when placing ads against over-the-top (OTT) content, which is one of the reasons why Adobe Primetime and content delivery network Akamai are partnering on a new tool to link Adobe’s ad-insertion technology directly to Akamai’s server-side plug-in, announced […]
Google is slowly revealing the fruits of its cross-screen TV efforts. “We’re introducing new ways for broadcasters to forecast in DoubleClick for Publishers by enabling them to forecast available Internet TV inventory with greater precision, insights and impact from patterns in commercial breaks,” wrote Rany Ng, director of product management for video, in a blog […]
On Monday, WideOrbit, a broadcast tech provider and a cross-channel SSP, officially launched WO Programmatic TV, a local broadcast TV marketplace that had been in beta for the past few months. WideOrbit also unveiled a dashboard for sellers to access that exchange as well as a tool to help both buy and sell sides distribute, track […]
Google’s plan to rival Netflix and Hulu by introducing its own ad-free subscription service has left some questioning as to whether it will restrict content creators enough to move elsewhere. Although YouTube creators will receive a 55% cut of paid subscription revenue for their videos, which is equal to the percentage they earn for pre-roll […]
In the words of Amy Grant, “It takes a little time sometimes.” She might have been singing about video ad network YuMe’s programmatic push. While competing platforms like LiveRail and TubeMogul have either been acquired or pivoted into automation, some industry insiders say that YuMe is in survival mode. Consider that TubeMogul’s market cap of […]
Sell-side programmatic television player Clypd revealed Thursday that it’s raised $19.4 million on Series B funding, led by European television and radio media company RTL Group. TiVo, which inked a partnership last week that will bake TiVo Research and Analytics data products into Clypd’s platform, also contributed funds to the Series B. Clypd plans to […]
Today marks the debut of “On TV & Video,” a new column exploring opportunities and challenges in programmatic TV and video. Today’s column is written by Bob Rupczynski, vice president of media, data and CRM at Kraft Foods Group. As I continue hearing about the tremendous progress we have made in programmatic television, I can’t help but […]
FOX Sports wants to bring its content to where users watch it. AOL wants more video content. Deal. It was in that team spirit that the two companies revealed Wednesday a syndication partnership that would bring FOX Sports content to AOL properties. “AOL really fits in with our off-network digital strategy,” said Ben Maggin, VP […]
Google’s pitch to brands is that YouTube is a great place to increase brand lift and drive sales, not just impressions. If YouTube star Bethany Mota talks about Tide-To-Go, its impact is like a friend’s social media recommendation, which is why Google is gunning for these direct-sold sponsorships to be part of its own sales process. Similar […]
Rubicon Project hopes a partnership with video ad platform Virool, unveiled Wednesday, will help shore up more video supply. Rubicon will exclusively sell Virool’s new InLine format through all business lines, including auction-based and guaranteed and non-guaranteed orders. It’s difficult for third-party sellers and marketplaces like Rubicon to access more video inventory, since most premium […]
AOL is building on its foray into long-form content, which it first announced at last year’s newfronts, by distributing the pilot of its documentary series, “Connected,” on Roku devices. Although AOL Video has content distribution agreements with 17 different Internet-streaming and over-the-top devices, including Amazon Fire and Chromecast, “Connected” – produced by Morgan Spurlock and […]
Video and cross-screen private marketplaces (PMPs) are all the rage, though their strategic uses differ from publisher to publisher. AOL’s newest PMP partner, Rev4 Media, wanted to take advantage of the silver screen and the associated second-screen opportunity for mobile app developers. It’s in the process of building a PMP using AOL’s technology. Rev4 Media […]
It’s been 100 days – give or take a day – since Yahoo bought the video demand-side platform and exchange BrightRoll for $640 million, and BrightRoll CEO Tod Sacerdoti has been busy. BrightRoll on Wednesday revealed it’s baking Yahoo audience demographic and behavioral data into BrightRoll’s DSP, which the company claims will enrich ad-targeting capabilities […]
Advanced audience targeting is taking a seat at this year’s TV upfronts. Sellers are lining their arsenals with new products promising cross-platform reach, partially out of necessity. Viewer attention is fragmenting and advertisers want assurance that if they commit an upfront buy, there will be multiple points of execution. It’s unclear the extent to which buyers […]
In 2008, NBC Universal released a system called TAMI – the Total Audience Measurement Index. Despite the promise of its name, it did not revolutionize TV measurement. In fact, it wasn’t even a system. “It was a spreadsheet that someone updated manually,” recalled Julie DeTraglia, the network’s SVP of digital research, during a Thursday panel […]
Depending on whom you survey, linear TV viewership is either flat or rapidly declining. Thus, increasing digital’s revenue share is a priority for networks like CBS. In 2010, CBS started doing audience profile studies and, this year, found that 30% of CBS.com users didn’t subscribe to a cable package, according to Domenic DiMeglio, VP of distribution […]
The only certainties in life are death, taxes and multiple definitions of “viewability.” The Media Rating Council (MRC) defines a video ad as viewable if half of that ad is in-view for a minimum of two consecutive seconds, but others, like media agency GroupM, are demanding all pixels be in-view with the sound on for at least 50% […]
Nielsen’s acquisition of data technology company eXelate for an estimated $200 million positions it squarely in the digital camp, a move experts agree was essential to break away from its perceived image as a purveyor of panels and diaries. “It’s a recognition that the future is more than measurement and analysis,” said Dave Morgan, CEO of […]
Nielsen has acquired data-management technology platform and exchange eXelate, the companies announced Wednesday. The deal is a major foray into the programmatic arena for TV-centric researcher Nielsen, which has been looking for ways to accelerate its digital audience intelligence. Terms of the deal were not disclosed, but AdExchanger sources estimated the transaction price at close to $200 […]
Digital measurement company comScore needed WPP’s investment in order to rival Nielsen in cross-platform ratings, according to one comScore partner. Although Nielsen dominates linear TV measurement, its push toward a “Total Audience” rating will improve its mobile Online Campaign Ratings tool, launched last summer. ComScore, in lockstep, rolled out a cross-platform tool in January to […]
Video demand-side platform (DSP) TubeMogul touted its self-serve model, which now accounts for 76% of total client spend with the company, during its Q4 earnings call Thursday. The remaining 24% constitutes its managed-service model, but TubeMogul hopes to reach an 80-20 split by the end of 2015. The average client spend committed by self-serve Platform Direct […]
Before Yahoo bought video exchange BrightRoll, it had eyes for Dailymotion, a French video-sharing site that amasses more than 2.5 billion video views a month. Although that’s nowhere near the size and scope of YouTube, which gets 4 billion views a day at last count, some speculated Dailymotion would have been Yahoo’s YouTube had French […]
As consumers cut cords and stream more video, advertisers are tightening their purse strings at the TV upfronts. But content owners shouldn’t fear too much. They aren’t losing their audiences, just watching them transition to IP-based connections. In 2014, broadcasters experienced 67% growth in digital video ad views for shows in their first season, according […]
