Industry bust-ups, yet more Facebook growth, and programmatic TV hitting the Super Bowl. Heres’ what happened in the world of video advertising over the last week or so. For a weekly overview of industry news, opinion and interviews, sign up to our weekly newsletter.
Channel 5 Writes to Omnicom Clients Requesting Them to Perform a Media Audit
Facebook Sees Three Billion Video Views Each Day, Mobile Growth Continues
Facebook CEO Mark Zuckerberg said Facebook now sees over three billion video views per day. Zuckerberg revealed the stat in a Q4 earnings call, in which Sheryl Sandberg, Facebook’s COO, also discussed how the shift to mobile is changing the way people consume video.
Sandberg said video grew dramatically on Facebook in 2014, especially around global events like the World Cup and the ALS Ice Bucket Challenge. In 2014, the number of video posts per person on Facebook increased 75 percent globally and 94 percent in the US. She also said that 50 percent of people in the US who come to Facebook daily watch at least one video per day. And globally, over 65 percent of Facebook video views occur on mobile.
Facebook also provided some interesting insights into whats driving growth at the company. Perhaps the most important trend is the continued growth its seeing in mobile:
Mondelez TV Programmatic TV Ads to Make their Debut at the Super Bowl
Mondelēz International will work with TubeMogul and WideOrbit to buy TV ads programmatically for this year’s Super Bowl, making Mondelēz the first-ever marketer to programmatically buy broadcast TV advertising during the big game. The ads will air on Sunday in Erie, Pennsylvania, and Mondelēz International will run two 15-second advertisements on Sunday, February 1st, one for OREO cookies and one for RITZ crackers.
International expansion and Mobile Video Exchange Deliver Record Revenues for Unruly
Unruly saw a record-breaking fourth quarter in 2014, generating over $43 million in annual revenue in 2014. The company has seen a period of significant growth over the last 12 months, reporting $43m in revenue for the year ending 31 December, 2014, with $16m of that revenue coming in Q4 2014, up 40 percent on Q4 2013. Unruly say its new APAC offices and the launch of its skippable pre-roll format, launched in May 2014, now accounts for 22 percent of total revenues. In October the company launched ‘ UnrulyX’, a mobile video SSP.
Opera Mediaworks Expands EMEA Video Team
Opera Mediaworks, a mobile ad platform, announced two new hires for its EMEA video division to prepare ‘a significant growth in video this year’. Robert Cootes will join as Commercial Director of Video to oversee the video division. Cootes joins from Brightroll where he was Director of Sales for EMEA, and he will be tasked with developing programmatic implementation strategies for customers as well as increasing international video sales. His team will be responsible for Germany, Russia, UK and South Africa.
Japan’s D.A.Consortium and YuMe Announce Platform Licensing Deal
YuMe, a video ad tech company, and D.A. Consortium, the largest digital media representative in Japan and a subsidiary of Hakuhodo DY Holdings Inc., announced a new platform partnership to license YuMe For Publishers (YFP) to enable DAC to build private video ad marketplaces in Japan. DAC has been working to develop ad placements in connected TV and the YuMe partnership will strengthen its ad serving capability into connected TV and multiscreen ad serving capabilities.
Ad of the Week: Sum of Us, ‘A Cheesy Love Story’