PointRoll and Tremor Video Partner to Deliver Locally Targeted Dynamic Video Advertising on a National Scale
Ford Leverages Joint Alliance to Bring Local Offers and Messaging to Online Video Ads
NEW YORK, Sep 07, 2011 (BUSINESS WIRE) — PointRoll, a Gannett Company and leading provider of digital marketing technology, today announced a strategic alliance with Tremor Video, the largest independent online video technology company. The partnership enables brands to buy video advertising on a national level through Tremor Video’s network while targeting and dynamically serving locally relevant in-stream video advertising through PointRoll– bringing part of the $17 billion local TV advertising market online.
The joint venture will now provide major brand advertisers with a fully integrated dynamic video solution that will allow them to maximize their video marketing spend. Ford is just one of the advertisers who has leveraged this alliance and is currently running a dynamic in-stream video campaign. The 15-second video ad’s final frame presents an offer dynamically delivered at run-time based on each viewer’s geography that gives them the option to visit their local dealer’s website.
“As video has become a more prominent element in online advertising, we wanted to apply the same dynamic nature to it, as we have with display advertising,” said Keith Morris, SVP, Group Account Director, Tier 2 Digital at Team Detroit’s Retail First division. “Being able to bring localization of offers and messaging to online video ads is the next natural step in the progression of our dynamic online strategy and coordinating the efforts of Tier 1 and Tier 2.”
Read More: MarketWatch
Context & Behavior Both Matter
Pretarget™ unveils Intentsity™ targeting, the convergence of contextual and behavioral targeting powered by keywords
SAN FRANCISCO, Sept. 7, 2011 /PRNewswire/ — The pendulum swings: yes, behavioral audience advertising is great. But not always. Context matters – in some cases, even more. But what works best is when you combine them both and see performance gains of 50 to 200 percent. Using keywords as the underlying element, Pretarget™ creates Intentsity™ targeting, the optimal blend of contextual and behavioral digital advertising for precise audience targeting and efficient performance.
“In general we know that context and behavior both matter and can both work – it’s finding the right mix that’s difficult,” Carat Digital Media Director Sankar Patel said. “Pretarget has created a unique keyword based targeting opportunity that lets us deliver messages based on precise contextual and behavioral insight that we can strategically use for brand or performance efforts.”
Pretarget™ launched in 2010 with search retargeting and has learned that keywords are the common thread that binds contextual and behavioral data. Testing across tens of millions of impressions using contextual (page title, content, copy paste sharing), behavioral (search retargeting, third party behavioral segments, ad engagement), client site retargeting and run-of-network resulted in the creation of the Intentsity™ algorithm, which on average exceeds any single tested data type in click and conversion metrics, sometimes by as much as 2000 percent. In addition, because Intentsity™ targeting isn’t constrained to any single data set, it is infinitely scalable.
Read More: PRNewswire
Adnetik, Criteo, IgnitionOne and Netmining Join the CONTEXTWEB RTB Platform Partner Program
Companies can provide their clients with access to 200 million daily impressions from more than 11,000 direct publisher relationships
NEW YORK–(BUSINESS WIRE)–CONTEXTWEB Inc., www.contextweb.com, the integrated digital services company, today announced that Adnetik®, Criteo, IgnitionOne and Netmining have joined the company’s RTB Platform Partnership Program.
The new RTB partners are now trading live on the CONTEXTWEB RTB Platform. There are more than 25 companies in the partnership program.
Integration with the CONTEXTWEB RTB Platform means partner firms can provide their clients with instant access to 200 million daily impressions from more than 11,000 direct publisher relationships. CONTEXTWEB has the highest level of transparency on exchanges, with 95% of the bid calls containing the full URL, and 50% of the available inventory accepting expandable rich media ads.
The company also provides 31 impression-level data attributes including referrer URL and fold count position.
“CONTEXTWEB has spent years cultivating quality inventory and now it is available to buyers via CONTEXTWEB RTB,” said Nathan Woodman, Chief Operating Officer of Adnetik. “It enhances our ability to deliver smart, relevant ad buying opportunities across valuable inventory with all the targeting benefits of a real-time platform.”
Read More: Businesswire
Limelight Networks Sells EyeWonder Unit to DG
PRESS RELEASE
Limelight Networks Sells EyeWonder Unit to DG, Announces Share Repurchase Program, Updates Guidance for Third Quarter 2011 as a Result of Sale
TEMPE, AZ–(Marketwire – Aug 30, 2011) – Limelight Networks, Inc. (NASDAQ: LLNW) (“Limelight”) today announced the sale of its EyeWonder rich media advertising unit to DG (NASDAQ: DGIT) for approximately $66 million in cash after adjustments. The company also announced a share repurchase program as well as updated its third quarter 2011 financial guidance as a result of the EyeWonder transaction.
Sales of EyeWonder
In a transaction expected to close on September 1, DG will acquire the EyeWonder rich media advertising unit from Limelight. DG plans to combine the resources of EyeWonder and MediaMind to create a global, at-scale provider of interactive advertising services. This transaction will enable Limelight to focus on continuing to grow and invest in its globally distributed computing platform and its rapidly expanding software-as-a-service (SaaS) solutions. These solutions include mobility, web and video content management, web application acceleration, cloud storage, and consulting.
“Limelight sees a bright future for our SaaS solutions, as they deepen our relationships with customers by streamlining their publishing workflows while providing the performance and operational benefits inherent in cloud applications. These open solutions also enable customers to monetize their online businesses using many different sources. Through this transaction, we are gaining more resources to strengthen the innovation pipeline and go-to market activities for these high-value, rapidly growing SaaS solutions and for continuing to scale our core CDN platform upon which these solutions run,” said Jeff Lunsford, chairman and chief executive officer, Limelight Networks, Inc.
Read More: AdExchanger
Fat or Flat: The Value of Rich Media
When it comes to metrics, it’s not about interaction rate, brand time and other ad unit data in a vacuum. Instead, it’s about the relationship between creative and media and how they unite to drive the campaign strategy overall. New media models, RTB and targeting capabilities have enabled us to more efficiently and effectively reach the right audience, but once found, creative and interactive, richer formats inspire that audience to action – and conversion.
As Ari Paparo of Appnexus pointed out in his blogpost Making Rich Media Scale and alluded to in a recent DigiDay article Rich Media’s Uncertain Value “very little research has been done to prove that these expensive, highly customized [rich media] ads are actually more effective than simpler Flash creatives” and rich media standards are sorely needed to scale in the RTB marketplace. One could see the position as a reflection of RTB technology limitations manifesting as a condemnation of rich media, but it’s no secret that new media models have created technical challenges. As pointed out in this ClickZ article from PointRoll’s CEO Rob Gatto, the technology is getting resolved to meet the brand and consumer need for high quality, high impact and more effective rich formats in the RTB ecosystem.
Read More: PointRoll Blog
comScore Releases July 2011 U.S. Online Video Rankings
comScore Announces Availability of New YouTube Partner Reporting
RESTON, VA, August 22, 2011 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released data from the comScore Video Metrix service showing that 180 million U.S. Internet users watched online video content in July for an average of 18.5 hours per viewer. The total U.S. Internet audience engaged in a record 6.9 billion viewing sessions.
YouTube Partner Reporting Now Available in Video Metrix
comScore is now able to provide YouTube Partner Reporting within the Video Metrix offering, for a never-before-seen look at viewership across hundreds of YouTube partners and their channels. This new feature provides a comprehensive and granular view of the unique audiences within different YouTube partner channels, enabling advertisers to more-easily create and optimize campaigns across specific channels to reach desired target audiences. The July data release for YouTube Partner Reporting includes dozens of beta partners, while comScore and Google plan to initiate reporting of more partners with the release of August data.
A first look at select YouTube partners from the current list of beta partners revealed that Machinima reached 16.9 million viewers with the highest engagement at 1.2 hours per viewer over the course of the month. Maker Studios drew 11.4 million viewers, who viewed an average of 8.9 videos, while Demand Media attracted 15.2 million viewers.
Read More: comScore
