Posts Tagged ‘data providers’

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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Amanda Maffey

News of the Day

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p>The Rise Of Video Ad Networks

Editor’s note: The following guest post was written by Ashkan Karbasfrooshan, founder and CEO of WatchMojo, a video publisher.

Venture capital is flowing into video ad networks: Brightroll recently raised $30 million, Yume raised $12 million.  Tremor Video’s raised over $100 million.

But not everyone’s buying the hype: “it’s just not a big enough market for all the money invested, there can’t be six or seven category leaders”, argues Will Margiloff, chief executive officer of Ignition One, a unit of Japan’s Dentsu.  Some have raised more money than their revenue potential.

Not all of the top 100 marketers even buy video advertising, but those that do frequently repurpose a 30-second TV ad spot and run it as a pre-roll, seeking massive scale.  Investors are betting that ad networks can provide that scale.  Meanwhile, while marketers continue to shun user-generated content and traditional media companies (TMCs) scale back free, ad-supported distribution, VCs don’t seem willing to start investing content plays.  I asked a panel of VCs at Vator TV’s VentureShift if they planned on backing content startups; I might as well have asked the question in Swahili.

This would be fine if VCs were returning abnormally high returns to their limited partners, but they’re not.

Read More: TechCrunch

Targeting Travelers: CEO Rabe Discusses New Sojern Media Platform And Airline Partnerships

Mark Rabe is CEO of Sojern, a travel data and media company with exclusive partnerships with several major airlines. So, in some ways, are you building an Orbitz competitor with Sojern?

MR: The answer is no. We are partnered with our airline partners – and it’s the majority of the large domestic airlines, who are also equity holders in Sojern.

We essentially render media and advertising to their travelers as they’re passing through the check-in process.

The company came into being when our founder, Gordon Whitton, who was based in Omaha, Nebraska, sold his last company to Intuit and was essentially doing the weekly commute from Omaha to San Diego. He was an organized guy and would wake up in the morning, print out his boarding pass, get to the Omaha airport and find himself staring at essentially a blank 8.5×11 sheet of paper.

He hit on the idea of, “I can program relevant content for travelers on that printed page as well as find advertisers that want to monetize it.” That was the germ of the idea. The printed boarding pass still represents a sizable chunk of our total annual revenue, and phase one of “the business.” Phase two was in the works when I arrived six months ago, and we launched it about three months ago -  it was about taking a step back in the check-in process and creating a rich, personalized experience for travelers as they navigate the check-in experience. Imagine weather in the destination city, the top five restaurants as provided by one of our content providers, events that are happening in the city, and increasingly make the experience more customized or personalized to a user.

Read More: AdExchanger

Adam Glantz

News of the Day

DataXu Announces DX3: The First Enterprise Digital Marketing Management Platform

Powerful Solution Enables Marketers to Turn Big Data Into Profit

BOSTON, MA–(Marketwire – Nov 7, 2011) – DataXu ( today announced the launch of DX3. DX3 is the only fully-integrated digital marketing management platform. DX3 enables marketers to acquire and retain more customers by optimizing across the most profitable audience segments, media channels, and creative messages. Using DX3, marketers can improve campaign performance by up to 2X and save millions of dollars on media, technology and service fees.

The deluge of consumer behavioral data created by ubiquitous computing presents a historic opportunity and challenge for the CMO. The rapid evolution of digital media, and the accompanying proliferation of hard-to-implement point solutions, has made it difficult to formulate and act on enterprise-wide decisions driven by the effective use of real-time customer intelligence.

Industry experts are taking notice. In the September 2011 Forrester Research Inc. report, “The Future of Digital Media Buying,” report author and senior analyst Joanna O’Connell observed that the demand-side platform (DSP) model would evolve, alongside data management and analytics capabilities, into an integrated enterprise solution. “DMP/analytics platforms and centralized media buying platforms will increasingly merge into a unified stack.” That vision is now a reality with the launch of DX3.

Read More: Marketwire

Yahoo Adds Ad Targeting Options 

Aiming to better monetize its vast inventory, Yahoo Tuesday announced a pair of new or upgraded ad targeting services designed to deliver more relevant messages and higher interaction rates. The new services, focused on location and purchase-based targeting, come on the heels of Yahoo’s  $270 million acquisition of behavioral targeting firm interclick last week. But the Web portal said the new initiative was in the works prior to the deal.

The location-focused service rolled out today, called Proximity Match, allows advertisers to target consumers through Yahoo according to the distance between their home address and a retail or business location. The goal is to help marketers improve campaign results by localizing target audiences, driving in-store traffic and boosting the ability to track cross-channel sales.

Yahoo’s upgraded Consumer Direct targeting tool has added features allowing marketers to target specific consumer segments at scale as well as measure the offline impact of online campaigns. It combines in-store purchase data for a range of CPG categories from Nielsen Catalina Solutions (NCS) with Yahoo’s online user data to power audience targeting across its network.

Read More: MediaPost

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