More Video Spots Sold Via Ad Networks
Nearly three-quarters of online publishers now sell 20% or more of their video ad space through ad networks, according to new research from BrightRoll. Per the video ad network, that represents an increase of two-thirds year-over-year.
Also of significance, publishers are not limiting themselves to one ad network. Rather, among the roughly 100 digital publishing partners surveyed by BrightRoll, more than 75% said they have partnered with three or more video ad networks in the past year.
Why the multiple partners? A full 55% of respondents said this stemmed from a simple desire to increase revenue; 21% wanted to increase fill rates, and 16% said they wanted to sell off remnant inventory.
Although publishers are becoming more accustomed to networks, exchanges remain under-utilized, BrightRoll found.
Half of survey respondents said 5% or less of their inventory is available on video exchanges, while one-quarter of respondents said 5 to 25% of their inventory is placed on exchanges — indicating that exchange networks are growing but have not yet caught up to networks.
What factors impacted respondents’ decision to work with one ad network over another? Topping off the list, 44% of publishers cited ad fill percentage, followed by 32% who cited CPM rates. That indicates that publishers are most concerned with having their ad space filled at an efficient cost.
Read More: MediaPost
Rich Media Boosts Mobile Ads
Rich media ad units provide a big boost to mobile advertising click-through rates, according to Jumptap’s MobileStat Report, covering mobile ad network data for September. The survey covered over 300 million impressions for campaigns run by several major advertisers, including both rich media and standard media units, with similar ad creative and messaging (aside from the deployment of rich media). Rich media units included video or audio components.
Among the results attributed to rich versus standard media by Jumptap, CTR increased 337% for a campaign run by a major retailer; 357% for a luxury auto manufacturer; 340% for a new theatrical release; 455% for a quick-service restaurant; 214% for a major athletic equipment manufacturer; and 362% for a consumer electronics company.
The MobileStat Report also addressed the popularity of various smartphones and operating systems. Android led the way at 47% of the smartphone market, compared to 23% for Apple and 21% for RIM. The Jumptap data also indicated that mobile Web and mobile apps are roughly equal in popularity, both garnering 50% of total mobile traffic.
Read More: MediaPost
Defending Rich Media
The ad kicks off with an innocent 300 x 250 banner. But click it, and the entire page gets ripped apart by a zooming sports car, which disappears to display a video of the car. It sounds exciting, and rich media ads get better results than traditional display. And yet, there are still critics who doubt the effectiveness of rich media. Ari Paparo, svp at AppNexus, claimed in a Digiday article that rich media is an unproven channel with questionable ROI. He also adds that In-Stream Video is a safer bet.
Although I think Ari’s views on in-stream are right on the money, I wouldn’t write off rich media so quickly; If not for rich media, we would have to use only standard banners for display, and rely on clicks as our sole method of measurement. And we know that research from has shown repeatedly that only a small part of the population is responsible for the vast majority of ever-dwindling clicks.
On the other hand, another recent research study by ComScore has shown that campaigns with high dwell-rates increase brand related keyword search threefold, boosting site visits and brand engagement. Dwell metrics measure the rate of meaningful engagement with rich media banners and engagement length.
Read More: DIGIDAY
Global Ad Spend on Real-Time Bidding (RTB) will Rise to $6.5 Billion by 2015
Research Unveiled at PubMatic’s Ad Revenue 4 Conference Today From IDC Forecasts Inevitable Transition of Premium Inventory to be Sold via RTB
NEW YORK–(BUSINESS WIRE)–PubMatic (www.PubMatic.com), a media technology company that provides a holistic inventory, data and advertising revenue optimization platform for digital publishers, today released a study conducted with research firm IDC showing that Real-Time Bidding (RTB) will amount to $6.47 billion in ad spend by 2015 in the U.S. and major markets in Western Europe. The IDC findings, led by Karsten Weide, Program Vice President, Digital Media and Entertainment, have been published in PubMatic’s Ad Revenue Report, which published in conjunction with the Ad Revenue 4 conference taking place today in New York City.
PubMatic’s Ad Revenue Report is available here: www.pubmatic.com/adrevenuereport
The IDC research analyzes the state of RTB across the United States and in Western European nations France, Germany and the United Kingdom. The report estimates the current and past spending on RTB-based display ad sales and forecasts yearly growth until 2015. Highlights from the research include:
RTB-Based Spending: By 2015, RTB-based spending will stand for 27% in the United States (up from 10% in 2011), 25% in the UK (up from 6%), 21% in France (up from 4%) and 20% in Germany (up from 4%). Total spending on RTB in the US will reach $5.1 billion; $680 MM for the UK; $219 MM for France; and $495 MM for Germany.
Read More: Businesswire
GLAM MEDIA TO ACQUIRE NING, THE LEADING PLATFORM FOR CREATING SOCIAL NETWORKS AND OWNED BRAND FAN WEBSITES
Silicon Valley Pioneer Marc Andreessen to Join Glam Media’s Board of Directors
Acquisition Will Create One of the Largest Social Media Content Companies with over 240 Million Users & 100,000 Publishers —Creating the First Paid, Owned & Earned Media Platforms for Brands
Silicon Valley, CA— Sept 20, 2011—Glam Media, Inc. (www.GlamMedia.com), the number one vertical social content platform company with the largest online global reach for women, today announced that it is acquiring Ning (www.ning.com), the leading online platform for building social websites, including more than 100,000 custom branded fan sites.
“Ning is the clear leader for creating custom social websites and communities. Acquiring Ning adds a natural extension to our social media platform, new distribution channels and a talented Silicon Valley team, all of which support our aim to connect brands with engaged, passionate audiences,” said Samir Arora, Chairman and CEO of Glam Media. “With the addition of Ning, Glam Media will truly become the first next generation media company in the post-social world.”
Since launching the first social blog community in 2005, Glam Media has experienced tremendous success, growing from just seven publishers and 12 authors to more than 2,500 publishers and 4,000 authors globally today. The company has trusted relationships with more than 1,000 leading brand advertisers and is a Top 10 web property with more than 85 million monthly unique visitors in the U.S. and more than 200 million globally.
Read More: Glam Media
Havas Digital, MediaMind Partner On Analytics
Pooling their resources, Havas Digital on Tuesday announced a partnership with online ad firm MediaMind — formerly Eyeblaster.
Per the deal, MediaMind will help power Artemis, Havas Digital’s own analytics platform. Marketers can expect the two partners to pitch them on the combination of MediaMind’s multichannel ad-serving technology with the attribution and analytics capabilities of Artemis.
Pitched one way, Katrin Ribant, executive vice president of data platforms for Havas Digital, says: “The integration of MediaMind with our Artemis analytics platform allows marketers to have increased depth of insights into digital marketing efficiency.”
Artemis is core to Havas Digital’s Adnetik platform, which is widely believed to be the first major demand-side display advertising platform to come out of an agency holding company.
Digital media and ad technology provider DG recently acquired MediaMind for $414 million in cash. Gal Trifon, former MediaMind CEO, stayed on as chief digital officer at DG.
Read More: MediaPost
