Posts Tagged ‘Targeting’
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.”
The More Media Buying Changes, the More It Stays the Same
Ten years ago this month, I took over ClickZ’s Media Buying column, and I’ve been writing it every week since. There’s no question that looking back at the last decade feels surreal: so much has changed, both in my personal life (a marriage, a new country, two children, seven moves), and in the online advertising industry. And yet, much has also stayed the same.
What’s different is the “where” of placing digital ads. In the early 2000s, mobile marketing was in its infancy, blogs were largely perceived as a foreign concept with a peculiar name, and video advertising was only just beginning to hit its stride. The technology we now rely on was the stuff of dreams, the tools we use daily to plan campaigns, a fantasy. Throughout these critical developments, however, the “how” of digital media buying has remained surprisingly unchanged – three tenets of the business in particular. Not only have these endured, but they may be more important now than ever.
1. Research. In the days preceding media planning software, online marketing professionals spent much of their time scouring the web for opportunities befitting their expectant clients. Always reach and frequency were top of mind, but so too were the formats that were being offered. Making an informed decision about a potential media partner was about selecting a site that would effectively connect a client’s brand with its audience, but it was also about finding ways to reuse existing ad sizes, saving some room in the budget for experimenting with new formats, and taking calculated risks on sites we hadn’t worked with before.
The Evolution of Online-User Data
The gathering of online-user data is among the most exciting and controversial business issues of our time. It often brings up concerns about privacy, but it also presents extraordinary opportunities for personalized, one-to-one advertising. This article is the first in a series exploring the importance of personal data across different industries. It represents a joint effort of The Boston Consulting Group, Goldman Sachs, and BlueKai.
The Importance of User Data
The basic appeal is straightforward: the more a company knows about someone, the easier it should be to target relevant ads to that person. All the stakeholders in the digital-advertising ecosystem—from Google to ad networks to Expedia—are collecting as much information as possible about what their users are doing online.
Over the past five years, we have seen the development of a robust secondary market allowing the buying and selling of user profiles. If someone goes to a travel site to book a room in a Tokyo hotel, for instance, that site can then sell the user’s profile to an ad network via a user data exchange or an aggregator. The next time the user visits a website served by that network, an ad for the Tokyo Hilton might appear.
There are several underlying supply, that is, advertiser, trends that have driven interest in building these profiles:
A Shift in Campaign Strategies. Advertisers are increasingly moving away from campaigns based on cost-per-thousand data (the cost of reaching 1,000 page views) and toward cost-per-click or cost-per-action strategies, in which advertisers pay only when a qualifying action, such as a purchase or registration, takes place. Ad networks and agencies leverage user data to more effectively target ads in hopes of improving click-through rates, that is, how often a user clicks on an advertisement.
TidalTV Becomes Videology, Pushes Tech
Seeking better market position, online video ad platform TidalTV is rebranding as Videology and seeking a more technology-heavy image.
“To be honest, TidalTV is not a good name,” confessed Scott Ferber, chairman and CEO of Videology. The new name “is more reflective of our core offering — a screen-agnostic, data-driven approach to video advertising, encompassing both supply-side monetization and demand-side ROI,” he said.
Also this week, Videology is launching a sell-side platform to complement the capabilities currently offered to media agencies. AOL Video has signed on as the first participating publisher.
Launched in late 2007, the Baltimore-based company built its reputation offering video advertising, optimization and yield management services to clients, while its AdOSTM technology uses relevant data to improve ad delivery.
Read More: MediaPost
Mapping the Future of Media Buying
I had the opportunity to sit down with Ben Fox, EVP of Adconion Media Group’s Magnify Platform, a few weeks back and we shared a long discussion on the future of many things digital. For the past year, Fox has been on the road sharing his thoughts on how digital media buying and selling infrastructure is evolving, not only in how money is being earmarked, but the impact of digital advertising on consumers and brands.
While there were a number of great takeaways from our conversation, Fox’s overall perspective on the digital media buying process is invaluable. At the center of media buying today is that most advertisers need a combination of unique ad types, analytics, and targeting tools to get the job done. In short, it’s nearly impossible to create a digital media buying “recipe” because each advertiser has different ingredients.
During the past decade the process used to get digital ads in front of target audiences has gone through a phenomenal evolution. The process of buying media directly from publishers has given way to automated systems that tie advertisers together with available inventory. Not only are today’s ad ops faster, but generally more efficient, measurable, and effective.
Read More: ClickZ
Adconion Media Group Bolsters Financial Prowess by Adding FD All-Star Robert Dighero to the Board
SANTA MONICA, Calif.–(BUSINESS WIRE)–The Adconion Media Group announced today that Robert Dighero will join its board of directors, effective immediately. Robert will become a non-executive director and chairman of Adconion’s Audit Committee.
Robert Dighero has over 20 years operational experience, the last 15 working with internet companies. He is a partner at Passion Capital and White Bear Yard and an active investor across Europe focused on early stage e-commerce, payment and marketplace businesses. He has led several investment syndicates and taken on a number of board and advisory roles.
Robert was CFO of QXL ricardo plc from 1998 to 2008, overseeing development from start-up to the company’s sale to Naspers. He managed a wide range of corporate actions including the company’s dual listing IPO, consolidating the European online auction market with nine acquisitions, the largest over $1 billion, and launching an MBO. The QXL Group was the best performing share on the London Main Market in both 2004 and 2005 and in the All-Share in 2007 with an over 35,000% share price increase in 5 years. Robert was short-listed for CBI / Real FD, “FD of the Year” in 2007 and the following year negotiated the £1 billion sale of QXL via a public take-over offer. Prior to QXL, Robert was CFO of AOL UK and previous roles included that of M&A at Bertelsmann USA and at Verulam Investments. Robert started his career at Bain & Co, having left Cambridge with a First class degree and a post-graduate degree in Engineering. He has an MBA from Insead.
Read More: Businesswire
