WiR: Facebook Gains on YouTube, AOL and Verizon Launch Ad Supported Mobile Video, YuMe Launches Programmatic Products


In this week’s Week in Review: YuMe launched some new programmatic products, Facebook is catching up with YouTube, and advertisers could face a privacy backlash. For a weekly summary of industry news and other VAN interviews and videos, sign up to the weekly Video Round-Up.

YuMe Launches New Programmatic Products

YuMe announced the launch of its programmatic video marketplace, with new tools for both advertisers and publishers. YuMe for Advertisrs (YFA) is a demand side platform (DSP) with multi-screen  capabilities, which will be plugged into YuMe’s supply as well as other video marketplaces and supply side platforms (SSPs). YFA will have integrated tools to assist with viewability, traffic quality and brand safety.  YuMe for Publishers (YFP) is the latest generation of YuMe’s publisher monetisation platform, but will now feature real-time bidding (RTB) second-price auction marketplace with ad-serving, yield management, publisher analytics, and supply-side platform functionality.

Facebook is Gaining on YouTube
YouTube is still the clear leader in video sharing, on track to deliver 3 trillion video views this year. However, with a projected 2 trillion views in 2015, Facebook is catching up, according to a recent study by Ampere Analysis.

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Privacy Fears Barriers to Purchase
Sixty-six percent of consumers said privacy was their biggest concern when it comes to innovation, according to Edelman’s Earned Brand study. Almost ninety percent of respondents said concerns about innovation—such as its impact on privacy, the environment and their individual security—will stop them from purchasing specific products.

Verizon and AOL Finalise Deal to Launch Ad Supported Mobile Video
Verizon has finalised its purchase of AOL and will now focus on mobile video with plans to offer ad-supported live and original video content later this summer. The companies will soon launch both live and original video content for mobile supported by ONE by AOL programmatic ads. AOL CEO Tim Armstrong will take on the added responsibility of overseeing Verizon Digital Media Services.

Netflix to Split Stock to Gain Investors, Remains Dominant
Netflix is splitting its stock to make it more attractive to retail investors. The seven-for-one stock split will mean investors will receive seven shares for each one they own. The move is designed to make Netflix’s shares, which currently cost $680 a share, more accessible to a wider range of investors. In the same week, a study from iModerate found that Netflix’s variety, strong brand identity and lack of ads mean US respondents think it will overtake other forms of entertainment before long.

Buzzfeed Rumoured to be Working on TV Series
Buzzfeed CEO Jonah Peretti has revealed that the platform could be working on a TV series. During a Visa-hosted talk at Cannes Lions, Peretti said the company is looking at ways to make BuzzFeed TV shows, according to The Wall Street Journal.

Game of Thrones the Most Pirated Show on TV in May 2015
Game of Thrones and The Flash top the charts for the most pirated TV shows from the top torrent search engines according to Found Remote and SimilarWeb.

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Mondelēz International and Facebook Team Up to Boost Snacking Through Social Video
Mondelez has partnered with Facebook on creative video content and e-commerce solutions to drive online sales. New video content will promote sweets through social.

Vice and Unilever Launch Female-Focused Channel, Broadly
The multi-year deal will see the pair join forces to create a video-led platform spanning subjects such as politics, culture, sex and fashion.

WPP, Snapchat and Daily Mail Launch Content Agency
Truffle Pig, a new agency joint venture from WPP Group, Snapchat and DailyMail will work on branded content development and distribution, it was announced this week. Evan Spiegel has also used Cannes as an opportunity to pitch Snapchat’s new advertising capabilities in a YouTube video.

Seasonality of TV Series No Longer Relevant for Viewers
Consumers are no longer relying on the ‘seasonality’ of TV network programming to watch their favorite new shows according to a survey by Videology.

Tinder Could Be Experimenting with Video
Tinder’s video experiments with brands could pave way for users, says co-founder Sean Rad for the Drum.

Eighty Percent of People Want Brands to Tell Stories
Eight out of ten (79 per cent) UK adults want brands to tell stories as part of their marketing, but work needs to be done to make those tales more memorable according to the Brand Storytelling Report 2015, by content Headstream.

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Mobile Audiences Matter Most For Video Consumption and Advertising Growth
Mobile devices, in particular smartphones, made up 42 percent of all online viewing during Q1 2015, according to Ooyala’s Q1 2015 Global Video Index. In particular, smartphones are driving the majority of mobile viewing growth, receiving four times more plays than tablets during the quarter. In addition, personalised content recommendations are impacting viewer engagement.

Smartphones Outstrip Tablets in Mobile Viewing Study
The report highlights the profitability potential to build content strategies around mobile as it continues to grow more rapidly than any other viewing option. In Q1 2015, plays on tablets and smartphones together increased more than 24 percent, 100 percent since Q1 2014 and a stunning 367 percent increase over the past two years.

Internet Will be Biggest Advertising Medium in Third of Global Ad Market by 2017
In 2017 the internet will become the biggest advertising medium in 12 key markets with mobile contributing 70 percent of all global adspend according to Zenith Optimedia. The main factor of internet growth is mobile advertising, desktop internet’s share is expected to remain stable, while every other medium will lose share to mobile.

SpotXchange appoints Leon Siotis as Managing Director, UK and Southern Europe
SpotXchange is appointing Leon Siotis as Managing Director, UK and Southern Europe, he joins in July from BrightRoll.

Conde Nast Launching Video Channels, Ads Co-Produced with Brands
Conde Nast Britain is launching dedicated video channels for titles such as Vogue and GQ to populate its inventory with branded films and quicken efforts to become less reliant on display ads.

Which? Find 75 Percent UK Broadband ‘Slower than Advertised’
Up to 75 per cent of UK households are not getting the broadband speeds promised by advertisements, according to consumer watchdog Which?. Over 15 million households are paying for packages with advertised maximum speeds they cannot achieve, the report suggests.

Black, Asian and Hispanic Viewers Driving US OTT Consumption
A Horowitz Research study reveals 88 per cent of urban TV content viewers in the US have the ability to stream video content to a computer, mobile device, or directly to a TV. The study also reveals that black, Asian and Hispanic viewers are more likely to have made OTT an integral part of their viewing lifestyle.

JICWEBS Updates Viewability Standards
JICWEBS has updated its January 2014 viewability standards, Principles for Viewability Products.

iPlayer Bucks Trend of Declining Requests
There were 276 million requests to BBC iPlayer in May, an increase of 2 per cent month on month compared to declines throughout 2015.

Ad of the Week: #Howwefamily, Tylenol
Johnson and Johnson brand Tylenol supports gay marriage in this short ad challenging traditional notions of the American family.


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