Cross-Screen Video Campaign Solution Provider Mixpo Partners With FreeWheel to Power In-App Advertising for Online Publishers and Content Providers
SEATTLE, WA–(Marketwire – Mar 30, 2012) – With the aim of helping content owners to further scale monetization of their apps and second screen experiences, “smart” cross-screen video ad campaign enabler Mixpo announced today that it has completed MRAID (Mobile Rich Media Ad Interface Definitions) certification with FreeWheel, the video technology company serving enterprise-class entertainment companies. The certification enables Mixpo to serve personalized, interactive video ads to the vast array of mobile apps supported by FreeWheel.
MRAID is the IAB Mobile Marketing Center of Excellence’s project to define a common API (Application Programming Interface) for mobile rich media ads that will run in mobile apps.
The announcement comes in a timely manner for marketers and app developers. On March 12, e-Marketer announced that 65% of the marketers they surveyed plan to increase their mobile advertising spend in 2012. MRAID is helping to open up a vast new frontier of mobile inventory for advertisers, particularly now that 55 million Americans own tablets and another 101.3 million own smartphones, 40% of which use them while watching television.
“Mixpo enables content owners to run personalized, interactive video ads on any screen while delivering comprehensive, easy to consume cross-screen performance analytics and monitoring,” said Walter Harp, vice president of product management at Mixpo. “FreeWheel is a market leader in providing content owners what they need to manage the economics of their content across a multiplicity of devices. Plugging into their platform enables Mixpo to deliver greater value to our shared customers — the content owners.”
5 reasons why the banner will outlive us all
The smug little banner
Pity the poor banner. Maligned by millions and attacked by the very people whose paychecks they (largely) make possible, the banner is perhaps the most criticized little workhorse in our culture.
But do banners let our harsh words affect their self esteem? No. Banners proudly hold their ground — shrinking for no one. They know that other people’s opinions of them are none of their business. They know that, like the periplaneta americana, they will be here long after their detractors have returned to ashes and dust. Perhaps with little smirks on their faces as their last attackers return to the earth.
Why can the little banner rest easy knowing that it will get the last eight-second (max) laugh? Because no matter how much we poseurs pretend to despise them, they serve a critical purpose in the internet environment — and will continue to do so for the foreseeable future.
Why can these quietly smug little messages be so certain that their future is bright? Let’s take a look at five reasons.
Dedicated Media Selects Aggregate Knowledge as its Media Intelligence Platform
SAN MATEO, CA – March 27, 2012 – Dedicated Media, a customer acquisition platform listed among comScore’s Media Metrix Top 50 U.S. web properties, and Aggregate Knowledge, a media intelligence company delivering the predictive analytics on which the world’s largest advertisers make their digital media decisions, today announced a partnership that includes integration of Dedicated’s SMARTstack technology with the patent-pending AK Media Intelligence Platform. As the media intelligence platform of record for Dedicated Media, the AK Platform will enhance targeting, audience analytics, media buying, and third-party data scorecarding.
The Dedicated Media SMARTstack ad delivery system processes millions of bits of data in milliseconds. SMARTstack will use the highly scalable AK Platform to collect, analyze, and optimize campaigns across thousands of attributes in real time to develop rich insights and to extract the maximum performance out of each impression in each campaign.
“Dedicated Media combines customized audience modeling with millions of primary and third-party behavioral data points, continuous real-time optimization, unparalleled reporting, and industry recognized brand safety to provide advertisers with unsurpassed results,” said Chris Berman, COO and co-founder of Dedicated Media. “This requires intelligent and predictive analytics across multiple channels packaged within a neutral platform to manage the data quickly and easily. The AK Platform is the perfect solution for us because of its sophistication. The easy-to-use dashboard gives us a powerful tool to buy media smarter every minute of every day.”
Read more: Aggregate Knowledge
Mobile Ad Serving Still In Test Mode Among Publishers
Publishers are in the very early stages of establishing mobile ad infrastructure, and they continue to try out a range of solutions in an already fragmented market. According to a survey of 95 online and mobile publishers fielded by InsightExpress on behalf of Mocean Mobile, almost half of respondents had at least tried DART for Mobile over the past two years, but 41% had also tested AdMarvel, 34% Mocean and 19% Nexage. And when it comes to the currently used solution for many publishers, DART (17%), AdMarvel (14%) and Mocean (13%) have to contend with 15% of the market that still relies on in-house or custom ad-serving technologies.
“There is a heck of a lot of experimentation going on,” says InsightExpress’s Joy Liuzzo. “When you see this much experimentation, it is indicative that folks are interested in learning.” “And they probably are not finding all of their needs solved in one place,” Liuzzo adds.
The research shows that publishers often are favoring different vendors for apps, mobile Web, video and rich media. In fact, the prominence of custom solutions in the mobile ad-serving mix suggests that many publishers still feel the need to knit things together. And the mobile media also find their own inventory fragmented across models.
About 45% of respondents say they are responsible for selling less than half of their own mobile ad inventory. Only 55% are selling 50% or more of their inventory. And in most cases, it is the ad sales group that is driving the decisions about which ad servers to use, not ad operations.
Read more: MediaPost
Videology: Clickthroughs Vs. Completion Rates? Advertisers Need Both
While advertisers often complain about the lack of a single measurement for determining the value of their online ads, particularly when it comes to the fast-growing video category, ultimately, they really just want to know whether their placements drove awareness, favorability, consideration, purchase intent, or actual sales.
Often, the arguments tend to focus on a specific method of measurement — say, clickthrough rates or completion rates — as the most thorough answer. A new Videology study (see the white paper here) looks to sidestep the choosing of sides in favor of showing how those two metrics are best used in concert, suggesting it’s time to end either/or viewpoints.
The main point: if a viewer doesn’t click on a spot before the halfway point, that viewer is less likely to click at all. The study found that clickthrough rates reach their highest point once a video has been seen halfway through. Videology says that viewers are almost 3x more likely to click on a video advertisement at the 25- to 50 percent viewing mark compared to the baseline of completion. Similarly, if a viewer does not click by the 75 percent viewing mark, they are likely to complete the entire ad.
Videology points to previous estimates that suggest clickthroughs tend to be higher for :30 second spots as opposed to :15 second spots. In keeping with that, the study found that :30 second spots outperform the general CTR stats by 14 percent, while :15 second spots underperform by 28%.
Does the 80/20 Rule Still Apply to Web Advertising?
Everyday when speaking with publishers, partners, and vendors, I’m asked, “How can we create more value for marketers?” My typical answer is “It depends. What are their goals and objectives?” Inevitably, there is a long pause and a blank stare. This exchange is not surprising. The answer to creating more value is a complex one. But if publishers focus a little more on optimization, they will find it easier to satisfy marketers, drive renewals, and improve value.
Optimization is a very simple solution that will drive value for marketers. Normally, we only consider optimization for performance-based campaigns where the marketer wants to achieve some downstream metric like a click or an action. However, agencies and clients are constantly evaluating campaigns and optimizing on a wide array of attributes from click to conversion, placement to audience, delivery to frequency. If a publisher takes these into consideration with the campaigns they run and chooses not just to focus on clicks or actions with direct response-oriented campaigns, they could see tremendous results.
When looking at optimization, most publishers think specifically about optimizing remnant or tier-two inventory to drive incremental lift in CPM from ad networks, exchanges, and performance clients. In the past, the easy answer to managing the tier-two inventory was to outsource optimization to a third-party, sell-side solution. These companies would take on the unsold inventory, work with multiple networks, and work to get the publisher the best value for the inventory.
Unfortunately, this model breaks down on many levels. First, inventory must be allocated wholesale to these companies and the setup does not allow for threaded optimization within the guaranteed and direct sold campaigns. Second, this model introduces yet another player in the mix who will be taking a management fee. Finally, using third-party optimization companies is limited generally to standard banners in web and mobile.