in.media » publishers http://indotmedia.com Just another WordPress weblog Thu, 02 Feb 2012 20:13:28 +0000 en hourly 1 http://wordpress.org/?v=3.0.1 News of the Day http://indotmedia.com/news/news-of-the-day-423/ http://indotmedia.com/news/news-of-the-day-423/#comments Thu, 02 Feb 2012 20:13:28 +0000 Adam Glantz http://indotmedia.com/?p=1534 Jumptap: Android, Apps Up Traffic Rates

While both iPad and Kindle traffic increased over the holidays, Kindle jumped from holding a 10% share of tablet traffic at the beginning of December to a 30% share at the start of 2012. At the same time, the iPad’s share over December shrank from 59% to 44%, while that of Android and other tablet platforms dropped five points to 26%, noted mobile ad network Jumptap.

Thanks to the proliferation of Android-powered smartphones, however, the Google platform strengthened its position as the dominant mobile operating system overall on Jumptap’s network, which reaches 95 million U.S. mobile users per month and 142 million worldwide.

Android’s traffic share jumped 21 percentage points in 2011 to finish the year with a commanding 59% piece of the market. That gain came at the expense of both Apple’s iOS, which dropped seven percentage points to 22%, and BlackBerry, which fell 11 percentage points to 15.7%.

Throughout 2011, however, iOS outpaced Android in ad click-through rates. For its year-end report, Jumptap compared click rates among the latest three versions of the rival platforms in wide use. While the rate for iOS has improved with each successive release, the opposite is true for Android. Apple’s new iOS 5 release had a click rate of .91% compared to .74% for iOS 4 and .61% for iOS 3.

By contrast, Android 3.0 had a rate of .59%, down from .69% for Android 2.0 and .75% for Android 1.0. The study didn’t evaluate click rates for Android 4.0, the latest version of Google’s mobile platform, also known as Ice Cream Sandwich.

The report also shed light on another long-running mobile rivalry — apps versus the mobile Web. While many predict HTML5 adoption will ultimately make the mobile Web triumphant, the Jumptap data showed apps actually narrowed the gap in traffic share last year. The two formats ended 2011 in a virtual dead heat after the mobile Web began the year with a 55.1% to 44.9% advantage.

Jumptap says marketers don’t necessarily have to have either a mobile site or app to advertise in mobile, however. Roughly one-third of its advertisers don’t have either, but are using mobile landing pages in their ad campaigns. Of course, if an ad is meant to drive traffic to a company’s own site, it’s best to have one optimized for mobile devices.

The study also looked at the effectiveness of data-targeted campaigns in the fourth quarter. The company works with third-party data providers, including Acxiom, TargusInfo, Datalogix and Polk, to provide information about consumer demographics from purchase history to income level to what cars people own.

Read more: MediaPost

Time Matters: The Role Of Real-Time Bidding for Publishers

Perhaps no single technology has as much potential to disrupt the advertising ecosystem of online publishing as Real Time Bidding (RTB). For an imperfect but simple 30 second visual primer on what RTB does, click here.  There is a shift happening and the surge of inventory that flooded onto exchanges in 2011 attests to it. As Demand Side Platforms (DSP) became ever more an executional tool of choice for many advertisers, the supply side has been pushed to follow suit and make their inventory available through marketplaces. Thus, the tried and true world of direct and network sales is threatened with disruption and the potential commoditization of inventory.

For small publishers, the advent of real-time, exchange-based marketplaces has been nothing but good. In many cases, it allows their impressions to compete on a level playing field against much more established titles, fueled by the individualized audience and interest information readily available through online data providers.

Large publishers, however, should be concerned that the growing importance and availability of targeting data on RTB platforms separates the importance of context from determining the value of the impression. In other words, if you can know what a person wants specifically, it matters less where you serve the display ad because you do not have to infer quite so much about them from where they are.

The impression transparency inherent in RTB environments causes some in the industry to fear that their use will cause CPMs to begin a “Race to the Bottom” as inventory becomes commoditized. Others think it a natural progression towards efficiency, especially for impressions that will always generate less demand such as those for remnant inventory. The Rubicon Project recently published a study that concurs with the latter and this study from Ignition One offers evidence for the former.  Obviously, the jury is still out.

So, if you represent a large publisher, what are you to think about the potential role of RTB in your organization? Is it friend or foe? There is no “one size fits all” answer to this question, but I do have some considered advice on an approach to find your own:

Read more: AdExchanger

]]> http://indotmedia.com/news/news-of-the-day-423/feed/ 0 News of the Day http://indotmedia.com/news/news-of-the-day-421/ http://indotmedia.com/news/news-of-the-day-421/#comments Tue, 31 Jan 2012 14:53:02 +0000 Pramod Tummala http://indotmedia.com/?p=1528 Fox News Is Full Steam Ahead With Audience Buying And RTB Offerings Says VP Steinberg

Jeremy Steinberg is VP, Digital Sales & Business Development, FOX News Network.
Late last week, Steinberg offered an update to AdExchanger on his company’s efforts in the online audience buying space.
AdExchanger.com: Last May, you discussed with AdExchanger.com some of the things you were doing on the product side to address audience buying.  How has it worked out?
JS:  Really well, and – within the next couple months – we’re going to be rolling out a fully-revamped audience insights suite of services for our advertisers, which will provide enhanced targeting opportunities for audience, as well as context.
It’s equally important to marry the two together and is a key differentiator for us. This is a big investment in our business and in our future.
We’ve known for quite some time that we have by far the most engaged audience in news, and the numbers in comScore really speak to that.  We’re investing in new technology because we want to prove it to our advertisers that our advertising works.
We’re doubling down and offering robust segmentation of our audience so advertisers can dive in deep to reach their targets, or, even better, to find out who their ads are performing best against, and then optimizing accordingly.
Will the focus of this product be on PC-based display?  Mobile, video?
It’s focused on [PC-based] display to start. We’re certainly going to explore expanding it to other channels down the road.
Any trends you can share that you’re seeing with display today in your business?
There’s a lot going on in this area. There’s the direct, and indirect.
On the direct side, we’re seeing increased demand from the prior year, and one of the reasons for that increased demand is my team is out in the marketplace proving the value of our inventory. We’re doing that through our investments in custom solutions, and in ad technology. We’re talking about audience targeting about real‑time bidding. That’s something that has been of keen interest to our clients.
In addition, my national team is out there talking about how we can activate campaigns socially. We believe all of these solutions are differentiating us from the competition and the general Web. That’s why we’re seeing great demand.
Read more: AdExchanger
Videology: Connected TV Ads Have Great Completion Rates — And High Prices To Match

Given the nascent quality of connected TV advertising, it’s hard to really offer a substantive comparison between the value of such placements versus the comparatively more established PC-based video and mobile ads.
But you have to start someplace and Videology (the video ad network recently formerly known as TidalTV) has a few stats that appear to offer further evidence of the complementary quality of connected TV media buys as part of a larger video ad strategy.
Since there’s currently no uniform way to “click” a connected TV video ad the company’s study (pdf) discusses the value of video completion rates (VCR) for ads seen on wifi-enabled televisions.
The number that jumps out about connected TV ads is that it has a 110 percent video completion rate over regular online video. As if that we’re special enough, mobile video’s completion rates are around 10 percent lower than ones seen on PC-based web video ads. And the prices for ads across those devices tend to reflect that.
As Videology notes, the divergence in completion rates between mobile and connected TVs make obvious sense: mobile phone users tend to be on the go and given 3G buffering, people give up on a video that doesn’t load in a matter of seconds. With wifi-TVs, users probably are planted on their couch and home connections tend to be infinitely better than access a user can get on a street or a moving bus/train.
For an advertiser looking at click-through rates, mobile is still a very good addition, as smartphones deliver a 350 percent CTR increase for an average price increase of 30 percent. That’s a very strong, over 10 to 1 ratio.
If  ”engagement” like video completion is the main aim, connected TV delivers improved completed views at a ratio of 2 to 1 compared to cost increases, which is roughly 54 percent higher than online video prices.
But do these improved rates equal the cost required to reach them?
Videology just looked at eight campaigns — it doesn’t identify them further — and found that using multiple screens showed brand lift
increases between 70- and 300 percent, while the online video campaigns showed brand lift in the 15- to 130 percent range.
On average, multiple screen campaigns using  online video, mobile and connected television screens showed average brand recall rise 9 times higher than those relying solely on online video.
Read more: TVExchanger
]]> http://indotmedia.com/news/news-of-the-day-421/feed/ 0 News of the Day http://indotmedia.com/news/news-of-the-day-419/ http://indotmedia.com/news/news-of-the-day-419/#comments Thu, 26 Jan 2012 17:39:23 +0000 Jeff Kuntz http://indotmedia.com/?p=1523 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.
Read more: MediaPost
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.”
Read more: newmediaage
]]> http://indotmedia.com/news/news-of-the-day-419/feed/ 0 News of the Day http://indotmedia.com/news/news-of-the-day-418/ http://indotmedia.com/news/news-of-the-day-418/#comments Wed, 25 Jan 2012 17:28:28 +0000 Amanda Maffey http://indotmedia.com/?p=1521 33Across Acquires Publishing Data Gold Mine Tynt

Facebook may be the biggest social network on the planet, but social ad targeting firm 33Across says it now has the distinction of managing the world’s largest social and interest graph.
The company was set to announce today that it has acquired San Francisco-based publishing sharing tool Tynt, which says it reaches more than 1 billion global users monthly. Ostensibly, the acquisition expands 33Across’ data footprint to more than 1.25 billion people worldwide (which the companies say eclipses Facebook’s 800 million, although comparing Facebook’s network to 33Across’ isn’t exactly an apples to apples comparison).
Tynt, which tracks when readers cut and paste content forsharing via email and other social channels, has more than 500,000 publisher clients, including NBCUniversal, Sports Illustrated and MarthaStewart.com. 33Across will maintain the Tynt brand but take ownership of all of the company’s assets, including technology, patents, filings, analytics and tool sets, as well as its roughly 17 employees, including senior leadership.
Read more: ADWEEK
Mobile Video Primed, Ad Model In Early Stages
Growth in mobile video consumption is so poised, it’s difficult to predict how high and fast the curve might move, while the same goes for advertising and other revenue streams.
“The opportunity appears to be enormous by any stretch of the imagination,” said Nielsen Senior Vice President Scott L. Brown, noting the boom in smartphone penetration.
Mike Bloxham, the executive director of the Media Behavior Institute, said: “There’s a huge amount of growth yet to come in mobile-related revenues … we’re almost at a Jurassic stage of development.”
Bloxham did caution that analyst suggestions that the mobile advertising market would parallel growth in usage could be too ambitious. If mobile accounts for 8% of media consumption time, that hardly means 8% of ad dollars would be apportioned in the space, given the many other factors that impact media buying.
“That’s complete garbage,” he said in joining Brown on a panel at the NATPE event. “Media money is not allocated based on time spent alone. It’s much more complicated than that.”
Read more: MediaPost
]]> http://indotmedia.com/news/news-of-the-day-418/feed/ 0 News of the Day http://indotmedia.com/news/news-of-the-day-400/ http://indotmedia.com/news/news-of-the-day-400/#comments Wed, 21 Dec 2011 15:15:10 +0000 Adam Glantz http://indotmedia.com/?p=1469 TidalTV Launches Most Comprehensive, End-to-End Video Advertising Solution and Media Platform for Automotive Marketers

Includes Full Integration of Polk’s in-market auto segment information through Datalogix for local, regional and national auto advertisers

NEW YORK, Dec. 19, 2011 /PRNewswire/ — TidalTV—an online video advertising platform and solutions provider—today announced the launch of the industry’s most comprehensive set of audience targeting products for the automotive industry.  The products enable local, regional and national automotive advertisers to leverage Polk market intelligence, via Datalogix, for video targeting at scale against distinct auto consumer segments and links online ad exposure directly to offline automotive purchase activity. 

By aligning with Polk—the premier provider of automotive information and marketing solutions—and Datalogix—the leader at integrating database marketing and digital media—TidalTV continues to bridge the gap between targeted online video exposure and real world purchase behaviors.

Integrating Polk data directly and through Datalogix’s technology, TidalTV can now provide auto manufacturers and regional or local dealers an online video advertising solution to reach consumers who are likely to be in the market for a car – by vehicle style and make.

“This product brings auto advertisers a scalable targeting solution for online video and mobile video campaigns that gives manufacturers and dealers the ability to reach the right consumers for their advertising objectives,” said Kevin Haley, Chief Scientist, TidalTV. “Coupled with our complementary products that measure brand metrics and offline purchases, it is a tremendously exciting evolution, and one that could significantly impact the flow of automotive dollars to online video as marketers seek greater addressability and accountability in their media spend.”

Read More: PR Newswire

The Sound Of Music: Vevo Delivers 63M Unique U.S. Visitors

Who said the music video was dead?

Video music service Vevo said it delivered 827 million video streams to some 57 million unique viewers domestically in October. In November, Vevo accounted for 63.3 million unique visitors — 7.6 million of whom went directly to VEVO.com — according to comScore.

Worldwide, Vevo said it recorded over 3.6 billion video views in October, and estimates having reached 3.7 billion views in November.

Since its launch in late 2009, however, Vevo has reportedly paid out more than $100 million in royalties to songwriters, recording artists, record labels and other music copyright holders.

Still, the joint venture between Sony Music, Vivendi’s Universal Music and Abu Dhabi Media Company claims to be heading toward profitability. Unwilling to cite specific numbers, a Vevo spokesman told Online Media Daily: “The news does confirm a viable business model.”

The popularity of the service, at least, seems to support such a contention. Vevo reported this week that monthly visits to the service have tripled from 104 million in late December to 305 million in October 2011.

Read More: MediaPost

]]> http://indotmedia.com/news/news-of-the-day-400/feed/ 0 News of the Day http://indotmedia.com/news/news-of-the-day-398/ http://indotmedia.com/news/news-of-the-day-398/#comments Mon, 19 Dec 2011 16:08:33 +0000 Amanda Maffey http://indotmedia.com/?p=1464 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 YouTube.com, ranked as the top online video content property in November with 151.6 million unique viewers, while VEVO ranked second with 55.4 million. Facebook.com 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. Adap.tv 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

]]> http://indotmedia.com/news/news-of-the-day-398/feed/ 0 News of the Day http://indotmedia.com/news/news-of-the-day-393/ http://indotmedia.com/news/news-of-the-day-393/#comments Fri, 09 Dec 2011 15:03:07 +0000 Jeff Kuntz http://indotmedia.com/?p=1452 Online Video Viewing Passes 50% of Total US Population
Mobile devices also become important video viewing channel

Having surpassed 50% penetration among the general population in 2011, online video viewing is now a mass-market pursuit. Increasing numbers of Americans are watching more content on more devices than ever before.

Even though growth rates will necessarily slow as the number of users swells from year to year, there is still room for expansion. By 2015, US online video viewers will represent 60% of the general population and 76% of internet users.

“Audience growth over the next four years will come from all demographic segments, but it will be more pronounced among preteen children, older boomers and seniors,” said Paul Verna, eMarketer senior analyst and author of a forthcoming report on premium video content. “These groups have traditionally lagged teens and younger adults in their video viewing activity, but the gaps will start to close as the market matures. This will give marketers opportunities to take advantage of growth pockets among viewers at either end of the age spectrum.”

Read More: eMarketer

Guardian Merging Yield Metrics For Print And Digital With Operative Says Beale

In November, Guardian announced a partnership with Operative where Guardian’s “print and digital media businesses, including guardian.co.uk, as well as The Guardian and The Observer newspapers, will all be running from the same platform – Operative.One – in the first half of 2012.” Read the release.

Andy Beal, Technology Director at Guardian News and Media, discussed the deal and its implications.

AdExchanger.com:  What was the turning point for bringing the print and digital operations together into one ad platform?

AB: If you go back to the start, it was driven initially by efficiency. What can we give the sales teams to make their lives easier and make them more efficient in a sales process? That was the initial driver. We had practical issues around the age of the system too. With nothing else going on, we needed to look to modernize. But the philosophy for the project changed about three years ago as it became more about supporting the growing digital revenue than it was about simply integrating systems, and then making those systems efficient. It became a revenue-driving project.

How does the revenue breaks down for you all in terms of digital versus print – especially over time?

The real story there is the direction the arrows are going. We still make a significant proportion of our revenue from the combined sale, but a lot is still from our print products. But digital is a growing area. And that is a structural position that is not going to change. Regardless of the detail, it’s about supporting our growing revenues. The actual product that we are providing our clients, in terms of that monetized audience, is a combined cross‑platform package almost always now. It’s not quite from a revenue perspective. Print versus digital – they have symbiotic relationship.

Read More: AdExchanger

]]> http://indotmedia.com/news/news-of-the-day-393/feed/ 0 News of the Day http://indotmedia.com/news/news-of-the-day-390/ http://indotmedia.com/news/news-of-the-day-390/#comments Tue, 06 Dec 2011 17:22:25 +0000 Pramod Tummala http://indotmedia.com/?p=1445 SAY Media Releases Online Ad Targeting App For Non-TV Viewers 

SAY Media has unveiled a platform that identifies individuals on the company’s network who have stopped regularly consuming live television and then targets ads to them online. Working with Quantcast, the offering pulls together online and offline data to give advertisers insight into behavioral changes for video and television consumption.

SAY Media recently began testing the platform with one unnamed brand. The companies will monitor the target audience for behavioral changes. The platform targets through traditional Web browsing rather than mobile devices, but that will change as the technology develops.

In its development of the offering, Quantcast ran a statistical model against profiles that SAY Media developed that identify consumers who are “highly likely to be off the grid” — meaning those who have curtailed watching live television content.

Read More: MediaPost

How Big Data Analytics Can Save Publishing
Private Exchanges Are The First Step Toward Reclaiming The ‘Premium’ in Premium Publishing

Traditional newspaper and magazine publishers, responsible for most of the high-quality and original content we consume, have seen a huge decline in advertising revenues. While it’s the easy and obvious call to support premium publishers as they point fingers and blame VCs for investing in disruptive buy side tech, I’m going to go out on a limb and say something blunt: Publishers, you deserve every bit of this.

Publishers have not generated much of the almost infinite supply of channel-choking inventory, but they have also done next to nothing to preserve what is good and proprietary and “premium” about their own inventory. In some cases, they have chosen lowest common denominator ad networks, exchanges and supply side platforms to do the hard work of selling.

Publishers of high-quality content with large, desirable audiences need to reclaim their online ads inventory. Only big data tools can dig them out of the undifferentiated, over-supplied, machine- driven nightmare of the sell side by enabling publishers to scalably and cost-effectively analyze, price and allocate inventory in the new environment.

Read More: AdAge

]]> http://indotmedia.com/news/news-of-the-day-390/feed/ 0 News of the Day http://indotmedia.com/news/news-of-the-day-389/ http://indotmedia.com/news/news-of-the-day-389/#comments Mon, 05 Dec 2011 17:35:11 +0000 Amanda Maffey http://indotmedia.com/?p=1443 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

]]> http://indotmedia.com/news/news-of-the-day-389/feed/ 0 News of the Day http://indotmedia.com/news/news-of-the-day-385/ http://indotmedia.com/news/news-of-the-day-385/#comments Tue, 29 Nov 2011 15:17:40 +0000 Jeff Kuntz http://indotmedia.com/?p=1432 comScore Releases October 2011 U.S. Online Video Rankings
Record 20 Billion Content Videos Viewed on Google Sites

RESTON, Va., Nov. 28, 2011 /PRNewswire/ — comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 184 million U.S. Internet users watched online video content in October for an average of 21.1 hours per viewer. The total U.S. Internet audience viewed 42.6 billion videos, representing an all-time high.

Top 10 Video Content Properties by Unique Viewers

Google Sites, driven primarily by video viewing at YouTube.com, ranked as the top online video content property in October with 161 million unique viewers and reached a record high of 20.9 billion videos viewed. Facebook.com ranked second with 59.8 million viewers, followed by VEVO with 57 million, Microsoft Sites with 49.1 million and Viacom Digital with 48.2 million. More than 42 billion videos were viewed during the month, with the average viewer watching a record 21.1 hours. Google Sites demonstrated the highest engagement with 7.1 hours per viewer

Top 10 Video Ad Properties by Video Ads Viewed

Americans viewed 7.5 billion video ads in October, with Hulu generating the highest number of video ad impressions at more than 1.3 billion. Tremor Video ranked second overall (and highest among video ad exchanges/networks) crossing the 1 billion mark for the first time. BrightRoll Video Network ranked third with 756 million, followed by Specific Media with 512 million and CBS Interactive with 415 million. Time spent watching video ads totaled more than 3.2 billion minutes during the month, with Tremor Video delivering the highest duration of video ads at 614 million minutes. Video ads reached 53 percent of the total U.S. population an average of 47 times during the month. Hulu delivered the highest frequency of video ads to its viewers with an average of 46.5.

Read More: PR Newswire

A beginner’s guide to mobile ad networks

Mobile advertising spend is expected to grow from $3.3 billion to $20.6 billion by 2015 (according to Gartner). A major component in this projection is the staggering number of users moving to smartphones who are quickly growing more comfortable with mobile apps as well as their mobile browsing experience.

With those users spending even more time on their mobile devices, advertisers are itching to get their attention, and the best way to do it is through mobile ad networks. Just like the advertising giants on the web like Yahoo Network, Real Media, AdBrite, and Google Ad Network, mobile has spawned a new host of major players that include InMobi, Jumptap, Millennial Media, Tapjoy, and others. Of course, we’ve also watched the big guns enter the race, including Google, which purchased AdMob, and Microsoft, which created Microsoft Mobile Advertising.

The two main reasons mobile advertising is exploding are:

Mobile ads are highly targetable — enormous amounts of information are available about smartphone users, helping you to determine exactly which demographics you need to target.

You can reach customers at the point of purchase. Reaching out to customers as they are actively making purchase decisions gives marketers an incredible opportunity to convert them.

Read More: iMedia Connection

Google Looks Forward to an Early Christmas Present From Washington: An Okay for Admeld

Google’s deal to buy ad tech start-up Admeld, announced in June, looks like it is finally ready to close.

Industry sources expect the Department of Justice, who had been reviewing the $400 million transaction for antitrust violations, to approve the deal in the next couple weeks, perhaps as early as this Friday.

It’s unclear whether the DOJ will impose any restrictions on the deal. But Web ad players, reading tea leaves and DOJ body language, are betting the sale goes through unhindered. No comment from Google; I’ve yet to hear back from a Department of Justice rep.

Admeld helps publishers sell their ads by negotiating bids from multiple buyers, and is a big player in the complicated and fractured display advertising business. Google, which has long been dominant in search advertising, has been steadily increasing its presence in display ads via acquisitions like DoubleClick and Invite Media.

Read More: All Things D

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