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.
Jeffries Report Says YouTube Could Be Worth as Much as $40 Billion, Video Advertising is Still a Very Big Opportunity
A new report from Jeffries Equity Research says YouTube is worth somewhere between $26 and $40 billion, or seven to eleven percent of Google’s market cap. Jeffries also say that YouTube is now more focused on monetisation and ‘controlling advertiser relationships’ than producing premium content or attracting traditional media, which was more the focus in 2012.
The report also found that online video advertising is still a very big opportunity for investors as it converges with TV and continues to grow as a proportion of total video spend.
Vindico Make Their Adtricity Viewability Technology Available to Publishers for Free
Vindico, an ad management platform, are making their Adtricity for Publishers technology available to publishers for free with a view to boosting transparency across the entire digital advertising industry.
A recent Vindico survey of advertiser and agency clients found that 83 percent require a minimum viewability percentage threshold for their campaigns, while 38 percent are transacting or blocking against viewability.
Vindico say that open access to the technology will enable publishers and advertisers to identify quality and problematic placements and eliminate ‘fraudulent and costly waste’.
“It is time for the industry to become fully transparent about advertising inventory and performance to improve the marketplace’s efficiency,” said Matt Timothy, President, Vindico. “By removing the paywall on Adtricity for Publishers, Vindico is encouraging the industry to open up and to better understand and identify the complex issues that are hindering the growth of digital advertising.”
Mixpo Acquires ShopIgniter to Accelerate Efforts in Mobile and Social Advertising
ShopIgniter’s Product Suite and Team Enhances Mixpo’s Leadership in Delivering Rich, Interactive Advertising Across all Devices and Channels
Mixpo, a video advertising technology company, announced that it has acquired ShopIgniter, a company that specialises in social mobile advertising, for an undisclosed amount. Mixpo say that ShopIgniter’s Igniter Platform will enable clients ‘to reach and convert their social mobile consumers ‘.
Vice Sells a $250 Stake to A&E Networks
Vice Media has added a second $250 million investment from Silicon Valley VC firm Technology Crossover Ventures (TCV), just one month after the company confirmed it was selling a $250 million stake to A&E Networks, a US-based TV group, valuing the company at $2.5 billion. According to the New York Times reports that each of the two investments are for around a 10 per cent stake in the company, meaning the $500M total for these two recent investments equates to a fifth-sized stake in its business.
Ericsson ConsumerLab Say Streaming is ‘Closing In’ on Linear TV
- Streaming closing in on linear TV with a gap of just two percentage points in terms of weekly consumption
- 25 percent increase, in just two years, of consumers prepared to pay for access to content on any device, showing an increasing willingness to pay for “anywhere access”
- ‘Binge viewing’ multiple episodes of a TV show back-to-back is accelerating with the increasing popularity of new on-demand video services
The study also found that almost one in five viewers (19 percent) are prepared to pay for the ability to access their favoured content on any device, an increase of 25 percent in just two years. The results, based on interviews with over 23,000 people in 23 different countries
Ad of the Week, Hornbach, ‘Sag es mit Deinem Projekt’, Heimat Berlin