Specific Media Continues Video Momentum, Tops comScore Charts in Video Reach
One year after its acquisition of online video company BBE, Specific Media surpasses past video leaders to draw the second-largest video audience in the world
IRVINE, Calif.–(BUSINESS WIRE)–Specific Media, a digital media company, today announced that it has surpassed historical video network leaders as well as portal and broadcast network behemoths to draw an audience second only to YouTube in size, according to the latest comScore Video Metrix data. The news coincides with the one-year anniversary of Specific Media’s entry into the video market through its acquisition of online video company BBE. Since then, Specific Media has been on an upward trajectory, growing its audience 242 percent to now reach over 80 million viewers each month.
Noting Specific Media’s continued video momentum, brands are partnering with Specific Media on their video campaigns more than ever. Nearly 25 percent of Specific Media’s clients now take advantage of the company’s ability to run integrated display and video campaigns — garnering compelling results in return.
For example, a leading telecom provider recently worked with Specific Media to run an integrated campaign that leveraged Specific Media’s ability to augment standard video campaigns. For incremental impact, display ads were used to reinforce core messages from the video creative. The smart approach paid off with a 75 percent view-through-rate for the client.
Read More: Businesswire
Enhanced advertiser-level controls and insights in DoubleClick Ad Exchange
Today, we’re happy to announce the roll-out of a new advertiser classification system that automatically scans and classifies each creative using sophisticated machine learning technologies to determine the associated advertiser or advertisers. This means that publishers can more easily and reliably block specific advertisers across all campaigns and buyers.
We focused on an algorithmic solution to this complex challenge, versus a more manual “self-declared” approach for buyers, which can often lead to inaccuracies such as misspellings or misclassifications. This quarter we are introducing this feature with coverage for the top 50 advertisers with a large expansion in advertiser coverage planned soon.
Further taking advantage of this new advertiser-level data, we’re now also able to give our publishers better insights into individual advertiser spending, CPMs and performance to help inform their overall sales efforts. Ad Exchange’s existing multi-dimensional reporting tool now includes an “advertiser” field dimension. This new field will allow publishers to slice and dice their data and see which advertisers are driving the most revenue by geography, domain, channel and a variety of other criteria.
Read More: DoubleClick
24/7 Real Media Announces Real-Time Bidding Capabilities
Delivers First Scalable Technology Solution Enabling RTB Within One Ad Management Platform
NEW YORK–(BUSINESS WIRE)–24/7 Real Media, Inc., WPP’s ad technology company, announced today the availability of real-time bidding (RTB) within its proprietary ad management technology, Open AdStream®. With this new capability, 24/7 Real Media delivers the first enterprise-level technology solution that enables real-time bidding within a single ad management platform driving increased yield and superior control.
24/7 Real Media’s new RTB capabilities allow a publisher to put its inventory into a single ecosystem that dynamically allocates revenue and delivers optimal yield. This unique capability differentiates Open AdStream from other platforms in the marketplace today by allowing the publisher to filter and assign value to biddable inventory based on audience and context unlike other systems that require publishers to segment specific inventory for RTB. 24/7 Real Media’s new capabilities also give advertising clients a simple solution for bidding on premium, first-tier inventory from a trusted, accountable source.
“At 24/7 Real Media, we are always looking to innovate in ways that help our clients recognize new revenue opportunities,” said David J. Moore, Chairman, Founder and CEO at 24/7 Real Media. “By enabling publishers to open up their inventory for real-time bidding in a controlled way, we enhance the publisher’s ability to identify the actual worth of each segment of inventory on their site. Similarly, advertisers are guaranteed quality inventory from a biddable environment, where their messages are most likely to resonate with online users.”
Read More: Businesswire
ShareThis Creates New Social Measurement to Transform Media Buying Model, Starcom MediaVest Group to Test Methodology
New Index Empowers Publishers to Derive Greater Value From the Strength of Their Social Audiences
PALO ALTO, CA–(Marketwire – Nov 17, 2011) – ShareThis, the world’s largest platform for sharing and influence, today announced a new methodology to measure the social quality of sites across the Web. This new standard, the Social Quality Index, is the first measure of Web-wide sharing activity and will provide publishers and advertisers with site rankings across 27 key content categories. Sharing, as an inherently social activity, provides powerful insights on how valuable content is to consumers. As part of Starcom MediaVest Group’s ongoing partnership with ShareThis, the agency is assessing the standard’s ability to enhance their planning approach for a cross-section of their media buys.
The ShareThis standard derives a raw social traffic score by taking a combined measure of a site’s outbound share and inbound clickback traffic, and comparing it to page views. The resulting figure can then be benchmarked against the broader measure of social quality spanning the more than 1 million sites and more than 10 billion monthly sharing signals that make up the ShareThis network. This new measurement brings the value of sharing into consideration, adding more dimension to media buying models that rely more heavily on traffic and audience size. The measure:
- Favors rich content and audience interaction over broad reach
- Identifies users with higher purchase intent
- Identifies audiences who are more likely to disseminate content widely
Read More: Marketwire
BrightRoll Secures $30 Million in Funding
Investment Comes Amid Continued Expansion of Network, Exchange and Mobile Video Solutions
SAN FRANCISCO, CA–(Marketwire – Nov 15, 2011) – BrightRoll, the leading provider of digital video advertising services, announces it closed $30 million in financing. New investor Trident Capital led the equity financing and Senior Managing Director Evangelos Simoudis will be joining the BrightRoll board. Existing investors True Ventures, Scale Venture Partners and Adams Street Partners all participated, as did Comerica Bank.
This funding comes amid significant momentum as BrightRoll continues to double revenue year over year. While demand for video advertising is increasing faster than any other online ad format — projected to rise 54 percent in 2012 by eMarketer — BrightRoll has continued to outpace the industry. The success is fueled by significant investments in technology and research, as well as expansion of the senior leadership team across key operations and strategic roles.
“As long-term adtech investors, we continually look for companies with a leadership position in important sectors of the online advertising space. After following online video advertising for some time we have decided to invest in BrightRoll, which we consider one of the market leaders. We are impressed by the company’s leadership, vision and cutting-edge technology,” said Simoudis. “Tod and the rest of the executive team have built a solid company and we look forward to helping them continue to grow the business.”
Read More: Marketwire
Conde Nast Becomes Latest Publisher to Unveil Private Ad Exchange
Admeld-Powered Exchange to Feature CPM Price Floors, Real-Time Bidding
The assault on third-party ad networks continues. Today, Conde Nast, publisher of magazines such as The New Yorker and Vanity Fair, is launching a private ad exchange to sell unsold inventory on its digital properties to a select group of advertisers. The exchange, powered by Admeld, will feature CPM price floors and real-time bidding.
“Like any publisher, we’re interested in maximizing the revenue on our inventory,” said Drew Schutte, exec VP and chief integration officer at Conde Nast. “By opening a private exchange, we’re getting all the controls we wanted while providing access to our premium advertisers who commit to Conde Nast in the most significant way.”
The minimum requirement for advertisers to get access to the exchange was that their fourth-quarter ad spend with Conde Nast this year had to be higher than last year’s. Five advertisers, including eBay and Macy’s, will have access to the exchange through the end of 2011. Mr. Schutte said Conde Nast will offer access to more advertisers in 2012.
Read More: AdAge
Tapad Taps Evidon For Mobile Opt-Outs
As the traditional online behavioral advertising industry engages the issues of consumer privacy and data control through new standardized ad icons and opt-out procedures, the best approach for a mobile privacy protection solution remains unclear.
The in-ad AdChoices icons that signal a display unit use behavioral targeting to find that consumers seem unwieldy on diminutive mobile ads. The number of app, banner and operating system platforms on which a reliable opt-out system must ork is daunting — even in the world of complex demand-side platforms and real-time targeting.
But cross-platform retargeting ad platform Tapad has partnered with Evidon to start looking for a solution.
Evidon is one of the early developers of notification and opt-out systems that comply with the requirements of the Digital Advertising Alliance program, a self-regulatory regimen led by a collation of online and offline advertising and business associations.
Read More: MediaPost
