Startup Unified Unveils Social Marketing Platform for Enterprise
Powerful though it may be, for marketers, big data can be a big headache.
For brands that want to reach audiences across the growing landscape of social platforms, executing effective campaigns can mean managing different strategies, different planning and buying processes, and different analytics tools. Crunching data across multiple social platforms and reporting performance can become a labor-intensive operation for a lucky (or not so lucky) few.
Unified, which launches today, aims to streamline the entire cycle of marketing across major social ecosystems with technolog intended for enterprise clients. Calling it the industry’s first “Social Operating Platform,” the company says it will help global brands and agencies simultaneously execute campaigns on Facebook, Twitter, YouTube, StumbleUpon and other social services with a patent-pending tool that manages each step of the process, from planning, buying and optimizing campaigns to analyzing earned media and determining returns on the investment.
“There’s a definite shift happening from traditional buying to real enterprise-class, big data management in the advertising space,” Unified CEO Sheldon Owen told Adweek.
Break Accelerates Social, Boosts CPVs With Pass-Along Content
Break Media, the big digital video advertising network, says it has started a new video technology designed around the growing cost-per-view ad-buying metric.
The new technology, called Social Video Accelerator, combines guaranteed video distribution including pass-along advertiser content. It will run across the Break network — including Break.com, the Web’s big comedy video site, which now reaches more than 120 million unique viewers each month.
While cost per view (CPV) ad models are growing, less than half of video publishers are offering it, says Break Media.
BrightRoll Surpasses 100 Million Monthly Unique U.S. Video Viewers
SAN FRANCISCO, CA–(Marketwire – Jan 17, 2012) – BrightRoll, the leading provider of digital video advertising services, today announced that it became the first ad network to exceed 100 million unique viewers, according to the most recent comScore Video Metrix in December 2011. According to the data, BrightRoll reached more than 110.4 million unique U.S. viewers, with an average of 7.9 videos per viewer. Additionally, the company’s data shows it managed 3.5 billion video ads in December, representing one out of every two U.S. video ads.
“We are thrilled to be the first video network to surpass the 100 million unique viewers milestone,” said Tod Sacerdoti, BrightRoll CEO. “We believe this continued dominance by video networks versus legacy broadcast publishers maps directly to the movement of ad dollars from broadcasters to aggregators.”
Top 10 Video Advertising Properties by Unique Viewers
BrightRoll is ranked as the top online video advertising property in December 2011 with 110.4 million video ad-exposed unique viewers, while Specific Media ranked second with 81.8 million. Adap.tv was third with 81.1 million viewers, followed by Videology with 56.6 million viewers and Tremor Video with 56 million viewers. More than 7 billion video ads ran in December, averaging 19.3 minutes per viewer.
Savvy Marketers Utilize Digital Data To Optimize Ad Targeting
Among marketers, what separates the good from the bad? Nothing less than effective real-time audience measurement, according to new research from the Interactive Advertising Bureau, in partnership with strategic consulting firm Winterberry Group.
Smart marketers, they found, are already shifting from traditional data focused on products, channels and campaigns to the real-time identification and optimization of consumer audiences.
The long-established use of personally identifiable information — like names and postal addresses — for targeted marketing purposes is increasingly being complemented by aggregated and “anonymyzed” digital data.
The point is to improve ad effectiveness through better targeting as well as efficiency through more economical media buying, according to Patrick Dolan, EVP/COO at the IAB.
“The plethora of new data sources, targeted technologies and advertising delivery platforms enable marketers to amass more intelligence from varied sources,” said Dolan. “This promising resource can only bear fruit if marketers can take that raw data and harness it effectively, going beyond traditional usage.”
Adobe Completes Acquisition of Efficient Frontier
Today, Adobe solutions are central to how digital marketing and advertising are created, managed, executed, measured and optimized. Our focus on market leadership in the digital marketing space has driven some dramatic changes at Adobe including the recent acquisition of Efficient Frontier, a leader in multi-channel and auction-based digital advertising optimization across search, display and social media.
With Efficient Frontier, Adobe delivers an industry-leading independent platform for digital ad buying to our customers. With this addition to our Digital Marketing Suite, we offer a more powerful solution for managing search, display and social media to better answer the needs of our customers. Even more importantly, we add the expertise of over 300 talented Efficient Frontier employees to our team.
Collective UK Launches Private Exchange for Premium Video Advertising
Collective has today announced the launch of a private marketplace to offer media buying agencies and advertisers real-time bidding (RTB) access to its premium video platform.
Combining Adap.tv’s RTB technology with Collective’s audience data, Collective’s private exchange will offer pre-roll video advertising space across targeted audiences and premium publishers in real-time auctions. Publishers include IPC, WWE, The Independent, Sony Music and iVillage.
The move will see Collective become the first in the UK to launch an RTB private ad marketplace for premium video programming.
“Our marketplace gives advertisers and agency partners a new way to access premium VoD inventory, but with this inventory being in such demand, we don’t see it as a low cost entry to buy video in the UK,” said Jamie Estrin, Director of Collective Video. “RTB pricing is controlled by supply and demand, and high quality premium video is always in high demand in the UK.”
