WiR: Twitter Rolls Out Video Ad Marketplace, Google Launches AMP and Facebook Prepares its DSP


In this week’s Week in Review: Twitter Launches Google launches its AMP open source initiative, Facebook prepares for its new DSP product and Spotify announces its video roll out. For your weekly summary of industry news and other VAN interviews and videos, sign up to the weekly Video Round-Up.

Twitter Rolls Out Video Marketplace for Twitter Amplify

Twitter announced they are to make it easier to monetize and sponsor videos with Twitter Amplify. The social platform said yesterday that it the product will automate the process whereby content creators upload their videos to Twitter so brands target categories of videos in which they want their pre-roll ads to run. Publishers will receive the majority of the ad revenue — 70 percent — which is noticeably higher than the 55 percent given to creators by YouTube. Advertisers will be able to target against parameters such as, geo, age or interests. Also, ollowing the departure of Dick Costolo, Twitter also confirmed Jack Dorsey the permanent CEO of the social media microblogging site.

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Facebook Prepares its DSP
Facebook are rolling out a demand-side platform (DSP) that will use the company’s ‘people-based’ advertising methodology to have a product capable of executing programmatic buys. Facebook’s Atlas team have pitched ideas over the past few weeks to Omnicom Group, Havas, Merkle and others, with a budget of $200,000 to test this product. Facebook have also unveiled a new live ‘second screen’, where people engage with live TV events via companion social networking tools.

Google Launches ‘AMP’
Google have launched their new open source initiative, Accelerated Mobile Pages (AMP), which aims to dramatically improve the performance of the mobile web. The project relies on AMP HTML, a new open framework built entirely out of existing web technologies, which allows websites to build light-weight webpages.

Ad Spend Rising Despite Ad Blocking
Within the UK, in the first half of 2015, ad spend reached a record £3.98bn, a 13.4 percent year-on-year rise, according to the IAB UK’s ‘Digital Adspend Report’. Within display, video ad spend grew 56 percent to £292m.

Safe Harbour Pact Deemed ‘Invalid’
A fifteen year old pact that allowed tech giants to send personal data from the EU to the U.S has been ruled as invalid by the European Court of Justice. The court ruled that it did not eliminate the need for local privacy watchdogs to check US firms were taking adequate data protection measures.

Ad Blocking Biggest Threat to Publishers
Within the UK, 65 percent of publishers see ad blocking as a threat, according to the ‘AOP Content and Trends Census’.

TubeMogul rolls out integrated Digital Ad Ratings in SEA
TubeMogul has embedded Nielsen’s desktop measurement tool into its platform, ready to be delivered to advertisers in Singapore, Indonesia, the Philippines, China, and Japan. Nielsen also signed a deal with Singapore pay TV operator, StarHub, to offer an audience measurement system that taps return path data (RPD) technology.

CBS Becomes First to Use Nielson Digital Ratings Measurement
CBS will be the first broadcasting network to include digital audience measurements in their television ratings. The network will be incorporating Nielson’s SDK metering technology.

China Sees Online Video Developments
According to research from ZenithOptimedia, online video has developed more in China than any other country, placing fourth in terms of share of brand experience among paid touchpoints.

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Online Viewing on the Rise
Premium online viewing is on the rise, with viewers watching an average of six hours of premium content on the web, the Ericsson ConsumerLab Report 2015 has found. The report also shows that binge-viewing is growing, with 87 percent binge-viewing once a week and over 50 per cent binge viewing daily.

A Quarter of All Under Threes Own an iPad
Young children with gadgets spend an average of one hour and 19 minutes a day each weekday on their devices, a study by Technology and Play (TAP) has found.

YouTube Opens French Studio, Creates App for Kids
YouTube has announced it will be opening a studio for content creators in Paris. This will be the seventh YouTube space opened around the world. It has also created a new kid’s app, after claims its content was inappropriate for younger viewers.

Mediaset Sees Slip in Viewers
Since being unable to come to an agreement with Sky and subsequently seeing its channels removed from the Sky platform, Mediaset have seen a 1.56 per cent slip in their viewing figures, but claim their overall audience hasn’t changed.

Seven Out of Ten U.S Broadband Users Watch OTT
181 million people in the U.S this year will watch video via an app or website and nearly all OTT viewers use YouTube, the first eMarketer OTT video viewership forecast has found.

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Eight Percent of UK Households Own Smart Watches
Eight percent of UK broadband households now own a smart watch and those with bigger houses are likely to own more technology, Parks Associates has found.

Sharethrough Launches Native Video Ads with Autoplay
Native advertising company, Sharethrough, have launched Video View Ads, a new in-feed advertising product that means advertisers can increase their reach by capitalising on video viewing.

Conviva Insights Now Available
After announcing last week that they had launched a new, free data portal providing a range of video experience metrics, the data Conviva has amassed for the last four quarters is now available.

Video to Represent Half of European Online Ad Spend
European video advertising spend will grow by more than 30 per cent year-on-year in 2015, and is set to represent half of all EU online display advertising spend by 2020, a report from Forrester has found.

Opera Mediaworks Integrates with Moat Analytics
Opera Mediaworks’ Instant-Play™ HD mobile in-app video ad SDK has been integrated with Moat Analytics, providing advertisers with the ability to transact on viewable in-app video impressions.

Purchases on Mobile and Tablet Set to Grow
Purchases on mobile phones and tablets are set to grow to $252 billion by 2020, a report by Forrester Research has found.

TeraVolt Appoints ProSiebenSat.1 Digital Manager
Lars Friedrich, previously the Director of Teletext and Hybrid TV at ProSiebenSat.1 Digital in Munich has been appointed Director at Hamburg media company TeraVolt.

Videology Appoints Ryan Afshar as VP and Media Director
Ryan Afshar will be responsible for enhancing Videology’s leadership in EMEA and continuing the rapid growth and adoption of programmatic trading using Videology’s platform. Previously Afshar worked to develop digital businesses in a number of roles with the likes of TIME Inc., Telefonica Digital and Affable Media.

This Week on VAN:
Change is Coming: Connecting the Dots for Programmatic Reserve in Video, read more on VAN

We’re Finally Getting There: True Cross-Screen Video Advertising Will Soon Be a Reality, read more on VAN

Spiegel’s Henning: German Anxiety around Programmatic Video is Finally Easing, read more on VAN

Ad of the Week: Abrinq Foundation Adverts & Commercials Archive, Toy’s Riot, BBH Sao Paulo

An advert that really captures the spirit of play and invites the viewer to support the fight for children’s rights.


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