Archive for December, 2011

Pramod Tummala

News of the Day

AdKeeper and Tremor Video Bring the KeepButton™ to Video Advertising in Industry-First Partnership

NEW YORK, NY–(Marketwire – Dec 19, 2011) – AdKeeper, the service that puts consumers in control of their Internet experience by enabling them to save — or Keep — ads of interest for engagement on their own time, has partnered with Tremor Video, the largest independent online video technology company, to add the Keep functionality to Tremor Video ad units.

The partnership is the first time marketers can Keep-enable their video advertising, and in doing so, give consumers the option to Keep some of the web’s best and most powerful advertising to engage with on their own time and terms.

This partnership also brings the founders of one of NY’s most successful Internet start-ups — — together again, revolutionizing the way consumers engage with the content and ads they see on the web. Scott Kurnit, former CEO and founder of About, is the CEO/Founder of AdKeeper, and Bill Day, former COO and co-founder of About, is the CEO of Tremor Video.

“Video advertising is certainly ‘Keepable,’ with engaging content and the benefit of sight/sound/motion that everyone loves,” said AdKeeper’s Kurnit. “Many of our partner advertisers are eager to Keep-enable their video and now, through Tremor Video, they can. Reebok is the first, with this ad for ZigEncore:”

Charles Myslinsky, head of Business Development at AdKeeper, added, “Our Tremor Video partnership brings Keepability to millions of consumers who are exposed to high-quality and engaging video ads daily.”

Read More: Marketwire

Appssavvy Just Raised $7.1 Million To Build Ads That Interrupt Your Online Game Experiences

Appssavvy, a display advertising company that focuses on games and other interactive web applications, announced today it has raised $7.1 million in an extension to its first round of funding.

Appssavvy serves “activity” ads that appear directly in games. They pop up between activities in a game — which is typically when a viewer is most engaged, according to the company.

Appssavvy has raised $10.2 million in funding to date. True Ventures and The New York Times Company, which also participated in the most recent round, invested in Appssavvy in 2008. AOL Ventures participated in the most recent funding round.

Read More: BusinessInsider

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Amanda Maffey

News of the Day

comScore Releases November 2011 U.S. Online Video Rankings
Machinima YouTube Channel Attracts Nearly 20 Million Viewers in November

RESTON, VA, December 15, 2011 ? comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 183 million U.S. Internet users watched online video content in November for an average of 20.5 hours per viewer. The total U.S. Internet audience viewed 40.9 billion videos.

Top 10 Video Content Properties by Unique Viewers

Google Sites, driven primarily by video viewing at, ranked as the top online video content property in November with 151.6 million unique viewers, while VEVO ranked second with 55.4 million. ranked third with 50.8 million viewers, followed by Yahoo! Sites with 50.4 million and Viacom Digital with 47.4 million. More than 40 billion videos views occurred during the month, with Google Sites generating the highest number at 20.5 billion. The average viewer watched 20.5 hours of online video content, with Google Sites (7.4 hours) and Hulu (3.3 hours) demonstrating the highest engagement among the top ten properties.

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed 7.2 billion video ads in November, with Hulu generating the highest number of video ad impressions at more than 1.3 billion, followed by Tremor Video in second with 1.1 billion. crossed the 1 billion mark for the first time earning the #3 spot, followed by BrightRoll Video Network with 722 million and Specific Media with 513 million. Time spent watching video ads totaled more than 3 billion minutes during the month, with Tremor Video delivering the highest duration of video ads at 594 million minutes. Video ads reached 53 percent of the total U.S. population an average of 45 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 44.

Read More: comScore

Microsoft Accelerates Rollout In Yahoo, AOL Display Deal

Data has become one of the most important pieces in the recently announced Microsoft, AOL and Yahoo display ad alliance. Microsoft ad executives have found that data-rich markets tend to have the greatest success for bidders and buyers tapping the exchange, according to Mary Ann Benack, director of scale enablement at Microsoft Advertising.

The alliance is intended to give Microsoft, AOL and Yahoo a fighting chance to compete against rival Google in the display ad space. eMarketer estimates that Microsoft’s share of the overall U.S. display market would fall to 4.9% this year, down from 5.1% in 2010.

AOL’s share will fall to 4.2% — down from 4.8% — and Yahoo’s share would slide to 13.1%, down from 14.4%, respectively. Conversely, Google’s share of display revenue will grow to 9.3% this year, eMarketer estimates, up from an 8.6% share in 2010. Facebook has also become a rival. By 2012, eMarketer expects Facebook will hold 19.5% of the display ad share market, up from 12.2% in 2010.

Perhaps that is one reason for the accelerated rollout. It will provide Microsoft, AOL and Yahoo with the ability to compete with Facebook too. “We only expected to roll out in six markete this calendar year,” Benack said, but the alliance now supports buying and selling in 15 markets, from the Americas to Europe to Asia-Pacific.

Read More: MediaPost

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Jeff Kuntz

News of the Day

Rocket Fuel Aims for 2012 IPO to Boost Online Ad Sales

Rocket Fuel Inc., an online advertising company, may join what?s becoming a long parade of technology companies.

If market conditions allow, Rocket Fuel is aiming for an initial public offering in 2012 as the company expands its sales, said Chief Executive Officer George John. Rocket Fuel will have more than $40 million in revenue this year, up from about $16 million in 2010, he said. That?s more than Zillow Inc., the online real estate company, had before its IPO earlier this year, John said.

The company, which helps companies place ads on websites and mobile devices in real time, is benefiting from international growth and strong demand from current customers. More than 90 percent of its clients renewed spending on Rocket Fuel in the third quarter from the second quarter, he said. Those customers increased their spending by an average of 50 percent.

The company?s backers include Nokia Growth Partners and Northgate Capital. Before a potential public offering, the Redwood City, California-based company plans to raise capital in the first quarter to fund growth and acquisitions, he said.

Read More: Businessweek

Interclick + Yahoo! = Major Benefits for Advertisers and Publishers
Interclick acquisition closes; Yahoo?s Seth Dallaire outlines what that means and what?s ahead

On November 1, Yahoo! announced its intention to acquire interclick, a technology company that provides innovative audience-targeting solutions for data-driven advertising. Today I?m proud to announce that the acquisition has closed, and interclick is officially part of Yahoo!

This acquisition underscores our focus on enhancing the performance of our display business across Yahoo! and our partner sites.? interclick brings new solutions and expertise that will benefit our advertisers and publishers in the following ways:

Audience-targeting technologies and campaign-reporting tools will help advertisers hit the right audiences for improved campaign performance, and help publishers earn more for their inventory.
Campaign-reporting tools will help Yahoo! provide richer and more detailed insights on campaign performance to our advertisers.
The interclick team is experienced in selling audiences across disparate sources of pooled inventory, which is key to succeeding in today?s large, complex digital marketplace.

Read More: RightMedia Blog

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