Videology Measures Offline Segments Of In-Stream Videos
Can you accurately measure the impact of online video advertising on offline consumer purchases?
Videology is going to try. The ad platform, formerly known as TidalTV, is entering into dual partnerships with database marketing and behavioral targeting services provider I-Behavior and Kantar Shopcom, which runs a database containing information from 231 million consumers across 270 CPG, retail, travel, lodging and services categories.
The goal is to help marketers reach users based on their demographic makeup or in-store activity, explained Kevin Haley, Chief Scientist at Videology.
“What advertisers really want to know is if their advertising moves soap off the shelves,” says Haley. He says the ability to provide advertisers with ongoing, offline ROI measurement should have a “significant impact on advertising strategies within the digital video space.”
With the three-way partnership, advertisers can target offline purchase-based segments across Videology’s in-stream video network of more than 80 million consumers, Haley promised.
Meanwhile, given the volume of data that will result from the enterprise, Haley sees an opportunity for analysis of purchase behavior at the brand level, including increases in sales volume, frequency of purchase and retail penetration.
Launched in late 2007, Videology was known to the world as TidalTV until earlier this month. The name change was meant to convey a more video- and technology-heavy image.
Publishers urged to take the plunge into private exchanges
Future Publishing and The Guardian have encouraged companies to embrace private exchanges while there is still time to learn.
Agencies and publishers have downplayed calls this week for more industry education (nma.co.uk 19 January 2011) to reduce nervousness around private ad exchanges.
Marco Bertozzi, MD of research firm VivaKi Nerve Center (right), said, “I don’t buy the nervousness anymore. A year ago not many publishers were as involved as they are now. Most didn’t trust it. Nine months later it’s a very different story. If you can get the FT to work with you in a private marketplace you can get anyone.”
He reckons almost every publisher is “dipping their toe in the water”, with feedback showing that they are seeing better returns through the exchanges than selling to ad networks.
He points to The Guardian, Future and Associated as some of the early adopters.
The Guardian began trading premium performance inventory via a private exchange with Rubicon Project in October 2011, but it first experimented with exchange trading in 2008, which it scaled in 2009 before developing new UK inventory to trade programmatically in March 2010.
Tim Gentry, Guardian News & Media’s commercial effectiveness manager, said the early move was driven in part by being able to gain experience while volumes were relatively low and the market was relatively immature. “The short-term aim for us is to grow our share of market by capturing trading-desk spend that was previously going to networks,” he said. “Longer term, we are aiming to gain the skills and experience that will make us one of the best premium publishers.”
The Advertising Industry’s Balance Of Power Is Changing Big Time
In today’s digital advertising landscape where complicated acronyms are ubiquitous, it is often hard to tell who is in control. In my experience, there are three main players: 1) Buyers, who are looking for ways to access media as cheaply and efficiently as possible; 2) Publishers, who it could be argued, have their heads in the sand blindly providing inventory to open exchanges in hopes of increasing the value of their inventory; and 3) Vendors, who are quietly taking advantage of the spread, buying inventory from exchanges and repackaging it as seemingly quality inventory. In addition, other vendors, seeking to arm the main players with ancillary capabilities, have created a fourth group of players and added another layer of inefficiency and complexity to the process. In the current scenarios, none of the players are truly in control, and certainly nobody wins.
Forecasts for 2012 anticipate upwards of $83 billion will be spent on digital advertising and approximately $2 billion of that will be directed toward automated systems (Real-Time Bidding (RTB), Exchanges and Private Marketplaces). These new automated methods of purchasing media create a host of opportunities and challenges for the market at large. Automation puts more control in the hands of the buyer, delivering undisputed efficiency in the buying process – the ability to target exactly the right audience, without waste – as well as the elimination of paperwork for placing and optimizing media buys.
Read More: Business Insider
4 reasons why 2012 will be the year of “Social Enlightenment”
Big data and Facebook: two behemoths that became a much bigger part of the marketer’s lexicon in 2011. Large brands, particularly, invested more time into better understanding the enormous quantities of rich social data about their consumers. And, it’s no secret that advertisers will continue to pour greater resources into social networks, both in an effort to reach existing customers as well as the vast universe of potential customers with whom they’re associated.
Case in point: eMarketer reports that global ad revenues for Facebook alone will have increased 104% to $3.8 billion and Twitter is predicted to have tripled its earnings by the year’s end.
Yet it’s apparent that brands have barely scratched the surface in terms of how they harness big data and effectively reach consumers over social media. In 2012, marketers will tap massive data sets to gain deep consumer insights that would have seemed inconceivable as recently as a year ago. Insights, that, not surprisingly, will make a tremendous and lasting impact on marketing budget allocation throughout the year and into 2013.
With all of this in mind, here are four predictions regarding the 2012 social data evolution.
Read More: SocialBeat
Google Clears AdMeld, Shifts Focus To Publishers
Google received approval from the U.S. Department of Justice Friday to close the $400 million acquisition for AdMeld, which helps publishers sell display ad inventory at the best price. The deal also strengthens Google’s position to move beyond search and focus on display advertising through strong publisher relationships and what is now known as private ad exchanges.
AdMeld will support Google’s display ad network and the DoubleClick ad exchange, but also will work with other ad exchanges operated by Microsoft and Yahoo.
Google bought publisher relationships and expertise in supporting them, according to Jerry Neumann, an early-stage investor in technology companies at Neu Venture Capital. He said Google’s publisher side team typically focuses on volume business, but AdMeld spends more time working closely with publishers.
That closeness could quiet rumblings heard from publishers suggesting that private exchanges are not working as well, as many had hoped. Neumann said to expect continued consolidation in 2012.
When the dust settles, the industry might see two or three dominant players in the space, according to Adrian Tompsett, vice president, business development at DataXu.
Read More: MediaPost
You Are Watching More Web Video Ads, and You Are Okay With That
We’re watching more Web videos than ever: More than 42 billion a month in the U.S. And we’re watching more Web video ads, too.
That seems like an obvious correlation. But, until recently, that wasn’t the case, for a couple reasons. Some Web video sites had held back a bit from shoving ads in front of users’ faces, for fear of scaring them off. And lots of folks who wanted to buy video ads couldn’t find places they wanted to place them.
This is changing now, and that means the Web video business might finally be catching up to the long-running Web video boom.
Here, for instance, is promising news for ad buyers and sellers, via FreeWheel, a start-up that helps serve and manage video ads for the likes of Turner, Vevo and Fox. FreeWheel says that last quarter, for the first time, the rate of video ad views grew faster than overall video views — 128 percent versus 97 percent:
Read More: All Things D
