March 5th, 2015
Here’s what happened this week in the world of video advertising. For a weekly summary of industry news and other VAN interviews and videos, sign up to the weekly Video Round-Up.
RTL Group Buys Majority Stake in SpotXchange
RTL Group, Europe’s largest broadcasters, took a major stride into the programmatic video advertising world by paying $144 million for a 66 percent stake in SpotXchange, a Denver-based video ad platform.
ProSiebenSat.1 Group Saw Profitable Growth in Q2
The ProSiebenSat.1 Group increased its total revenues by 10.6 percent to €691.1 million (previous year: EUR 624.8 million). The group’s ‘Digital & Adjacent’ business saw an increase of 32.6 percent to €149.2 million in the second quarter of 2014 (previous year: €112.6 million). Expressed as a share in group revenues, it rose to 21.6 percent (previous year: 18.0 percent). In the second quarter of 2014, the ProSiebenSat.1 achieved a market share of 46.8 percent in Germany, according to Nielsen Media Research, with maxdome, Germany’s largest video-on-demand portal, making up a significant part of that share.
Opera Mediaworks Study: Asia Overtakes Europe for Mobile Ad Impressions, Android is On Course to Pass iOS Out for Mobile Ad Revenue
An in-house study by Opera Mediaworks found that Asia has overtaken Europe in terms of the number of mobile ad impressions served, although the region still ‘struggles with revenue generation’.
The study also found that Android is on course to overtake iOS for ad revenue. While traffic on Android devices has already eclipsed iOS, ad revenue has yet to catch up, although as the graph below explains, this looks set to change.
Rubicon Project’s Video Product is in Private Beta
Read full story on VAN.
Verizon Digital Media Services and thePlatform Form Strategic Alliance to Provide End-to-End Online Video Solutions
Verizon Digital Media Services and thePlatform, a whitelabel video publishing company and an independent subsidiary of Comcast, announced a new strategic alliance.
The companies have integrated the Verizon Digital Media Services suite of video services and thePlatform’s mpx video-management system to form a more complete solution, which the companies will jointly sell. The combined solution will “allow customers to manage a complete IP-video solution from a single Web-based console”, allowing users to make use of both thePlatform’s cloud-based video publishing and management platform and Verizon’s video workflow solution — which includes single-format media processing for playback across devices.
Exponential Launch New Video Formats
Exponential has launched three new video ad formats that expand when a viewer interacts with them. ‘Blaze’ is an expandable ‘billboard’ video format, ‘Ad Engage’ expands within in-stream video players, and ‘Video Snackbar’ is an expandable ad for mobile devices.
The units come from Exponential’s video and mobile audience engagement divisions Firefly Video, Adotube and Appsnack, respectively. “The key to successful video advertising is not thinking about it like TV advertising, which the industry seems intent on moving towards. In fact, these new units are what video advertising should have been if it hadn’t been invented more than 50 years ago,” says Doug Conely, Exponential’s chief strategy officer.
“The aim is to get viewers to spend as much time as possible engaging with your brand but this isn’t possible if you think like TV. Firstly, it must be opt-in, then draw the viewer in gently, give them options and set their expectations. If you don’t do these, people will drop out quickly or won’t engage in the first place.”
Ad of the Week: The Parents Circle-Families Forum (PCFF), “We Don’t Want You Here”, BBR Saatchi & Saatchi (Tel Aviv)