BlogRoll

68% Of Marketers & Agencies Anticipate Increasing Video Ad Spend

More than two-thirds (68%) of marketers and agency executives expect to see their digital video ad budgets increase in the next 12 months, according to the second annual “Digital Content NewFronts: Digital Video Spend Study,” a survey of 305 buy-side professionals conducted by Advertiser Perceptions and IAB. This optimism about the medium comes on the heels of a strong uptick from spring 2013 to spring 2015 in budget allocation to digital video by brand advertisers and media buyers, with the former increasing its commitment to digital video by a whopping 90 percent over that two-year time period. Digital Video Spending and Trends Digital video continues strong growth – with higher spending optimism than any other video or TV media type. The increase in digital video spending will be funded by shifting money away from cable/broadcast TV (with agencies more apt to shift dollars away from Cable in particular). Original Digital ...
Read More

Why would AOL shell out $300 million or more for Millenuin media

If mobile and video are the twin engines driving ad tech, then AOL’s rumored $300 million to $350 million acquisition of Millennial Media would put the pedal to the metal. The potential deal, first reported by AOL-owned TechCrunch on Thursday, comes just a few weeks after the official close of Verizon’s $4.4 billion purchase of AOL. With Adap.tv already under AOL’s belt on the video side, Millennial Media could prove to be AOL’s corollary for mobile – a quick way to ramp up programmatic experience and supply on the mobile side. According to a source with knowledge of the matter, AOL has been considering Millennial for about three months – but it’s not alone in that endeavor. Twitter was also taking a peek under Millennial’s hood, but internal leadership shuffles – Dick Costolo’s departure as CEO and the ongoing search for a new permanent chief – might have hampered the ...
Read More

Mobile Video Advertising – Better With MRAID+VPAID

Mobile video advertising is growing more rapidly than any other digital ad format. And yet advertisers running mobile video ad campaigns are increasingly frustrated by the lack of available scale and reach, as well as the frequent technical and reporting headaches that often beset otherwise great mobile ad executions. The good news is that help is on the way. Recently the IAB released the final draft of the new MRAID Video Addendum, better known as “MRAID+VPAID.” This add-on to the popular MRAID (Mobile Rich Media Ad Interface Definition) standard arose from the frustrations of ad technology vendors and creative designers trying to build and serve interstitial ads combining the rich-media delivery capabilities of MRAID with standardized video tracking and metrics accessible to third-party reporting systems. The resulting Addendum seeks to solve this dilemma by using another commonly used standard for video ad reporting and measurement: VPAID, which provides standardized video ...
Read More

Facebook’s LiveRail Adding Mobile App Display Ads to its Exchange

Among the myriad announcements that Facebook crammed into its hour-long F8 Developer Conference keynote was an update on its video ad monetization scheme.The company announced that LiveRail, its ad tech platform for publishers’ video, will soon support display ads in mobile apps alongside video. The plan was mentioned briefly in the keynote, and augmented in a blog post by LiveRail engineer Mark Edwards. “LiveRail will power native ad formats as well as standard display placements like interstitials and banners. The Audience Network, with its high performing native ad format and access to 2 million Facebook advertisers, is tightly integrated into this platform,” Edwards wrote. The LiveRail ad exchange auctions off extra ad space, but up to now it has dealt only in video. When the new scheme is implemented, publishers will be able to also mix in mobile display ads. LiveRail, which Facebook acquired last July, will also use the ...
Read More

Facebook to Open Ad Exchange Powered by LiveRail – AdAge

Facebook continues its campaign to invade Google’s ad-tech turf. Facebook is building an ad exchange that would automate the sale of other publishers’ ads, according to people familiar with the matter. LiveRail, the online video ad-tech firm that Facebook bought last summer, will be the one operating the exchange, which will handle video and display ads. The exchange will let publishers sell their ads through real-time auctions facilitated by LiveRail. Advertisers will be able to bid on the publishers’ inventory through automated ad-buying tools called demand-side platforms (DSPs) that would place their bids on the exchange. It’s unclear when the ad exchange will go live. A Facebook spokesman declined to comment. By opening up an ad exchange to run ads on others’ sites, Facebook would be adding another weapon in its fight to usurp Google as the dominant ad-tech provider. Google’s ad-tech arsenal includes an ad exchange, a DSP, an ...
Read More