Week in Review: 21st Century Fox Acquired True[x], StickyAds Partnered with Videology, RealEyes Rate the Top Christmas Ads


Even as the year comes to a close, there was still time for another video ad tech acquisition. Other than that, it was a quiet week, which is why we’ve padded out Week in Review with Christmas Ads. We’d like to wish all of our readers and sponsors a very happy Christmas and New Year. 2015 is going to be a big year for VAN, so keep posted for several announcements we’ll be making in January and February.

21st Century Fox Acquired True[x]

21st Century Fox announced it has reached a preliminary agreement to acquire true[X] media, a leading video advertising company that specialises in consumer engagement and on-demand marketing campaigns.

Closing of the transaction is subject to the completion of a definitive agreement and other customary closing conditions. Financial terms were not disclosed, but it is thought the price paid was approaching $200 million.

True[x] was founded in 2007 and the platform is aimed at the premium end of the market, offers online publishers and advertisers a marketing platform for premium content in digital and on-demand environments. Following the acquisition, true[X] will remain a stand-alone business, and will continue to deliver platforms and services to its television clients, as well as streaming music and video companies such as Pandora and DramaFever. On the buy-side, the True[x] counts Microsoft, Visa, Apple, Disney, Coca-Cola, Kia, Kraft, Nestle, and Procter & Gamble amongst its clients.

StickyAds.tv Partners with Videology

StickyADS.tv, a supply-side platform (SSP), announced a partnership with Videology, a video advertising platform. The partnership will grant Videology’s demand-side clients with access to the premium inventory on the StickyADS.tv platform in order to purchase premium video inventory.

Ads of the Week (Christmas Round-Up)

This week’s Ads of the Week have been rated by RealEyes, a company that analyses facial expressions to measure emotional responsiveness to advertising. John Lewis’ “Monty the Penguin” is the most compelling Christmas ad by a high street retailer.

Almost 1,500 people agreed to have their faces measured via their own computer webcam so Realeyes, which was founded at Oxford University, could determine their emotional reactions to Christmas ads from 25 leading high-street brands. In total, the research incorporated over 2.2 million facial data points.

“Monty the Penguin” scored 84% on the emotionally compelling scale – a combined measure of how the ad scores on attraction, retention, engagement and impact. This put it in the top 16% of ads ever measured by Realeyes.

Monty narrowly beat Harvey Nichols’ “Could I be any clearer” (80%) ad on helping people avoid unwanted gifts using want Christmas cards designed to point the reader in the right direction. The Post Office’s “Get Christmas All Wrapped Up” featuring Robert Webb and Pixie Lott was third (68%)

10. House of Fraser, Be You No Matter Who – Xmas (53%)

9. Sainsbury’s, ‘Xmas is for Sharing’ (53%)

8. Waitrose, Gingerbread Stall (55%)

7. Harrods, ‘Land of Make Believe’ (57%)

6. Lidl, ‘Little Present’ (59%)

5. Iceland, ‘Peter Andre and Desserts’ (63%)

4. Boots, ‘Special Because’ (64%)

3. Post Office, ‘Get Xmas All Wrapped Up’ (68%)

2. Harvey Nichols, ‘Could I Be Any Clearer?’ (80%)

1. John Lewis, Monty the Penguin (84%)


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