In this week’s Week in Review: Dailymotion and AOL reinforce partnership, programmatic trading up 100 per cent and Videology extends Nielsen collaboration. To receive weekly summary of industry news and other VAN interviews and videos, sign up to the weekly Video Round-Up.
Dailymotion Reinforces AOL Partnership
Advertisers now have the chance to purchase Dailymotion’s in-stream inventory directly through AOL’s programmatic advertising platform, One, as AOL and Dailymotion agree a partnership. Dailymotion’s ad video buying platform, Dailymotion Exchange (DMX), has been integrated into ONE by AOL, allowing AOL partners to access DMX’s premium video inventory across desktop, mobile, tablet and smart TVs.
Programmatic Trading of Video Up 100 Percent
Programmatic ad buying is becoming the norm, with real-time bidding increasing by 235 per cent, according to Ooyala’s ‘Global Video Index’. The report also found that two-thirds of all video views in the British Isles came via smartphones and tablets; mobile video consumption in Europe hit 53 per cent of all online video plays in the region, surpassing the global trend of 45 per cent in Q3 2015.
Videology and Nielsen Extend Collaboration
Videology has announced the certification of their integration of Nielsen Digital Ad Ratings (DAR), which enables audience measurement across mobile apps in Europe. The technology is currently available to Videology’s clients in the UK and France, and will soon be available in Italy and Germany. The expanded integration will allow Videology to provide audience measurement that is validated by Nielsen, showing the on-target delivery of advertisers’ campaigns both online and mobile apps.
Global Partnership Between Millward Brown and comScore
A partnership between Millward Brown and comScore has been agreed, designed to provide brands with a better understanding of how their digital advertising is performing. The partnership promises to enable brands to boost their digital ROI by connecting audience data with the impact on brand and consumer behaviour.
Moment Marketing To Grow Substantially in 2016
Over two thirds of brands are planning to spend more on digital campaigns triggered by offline events, bringing the emphasis onto Moment Marketing, which instantly connects online advertising to what’s going on in the offline world, according to analysis from TVTY.
EU Social and Ad Spend To Hit €28 Billion
The European marketing industry’s double digit growth rates in online display and social media advertising set to be maintained over the next five years, according to Forrester’s ‘European Online Display And Social Media Advertising Forecast‘. The report predicts that spending will peak at €28.7 billion in 2020.
BBC iPlayer to Launch on Apple TV
Apple TV has announced it is launching the BBC iPlayer, and people who use BBC iPlayer’s mobile and tablet apps and sign-in will now be able to stream their BBC Store purchases directly from the app.
Swrve Completes Acquisition of adaptiv.io
Mobile marketing company Swrve has completed its acquisition of mobile data management and integration platform, adaptiv.io. Swrve has said that it will use this funding to continue the company’s global expansion and product innovation.
Yahoo Launches Streaming App
Yahoo has announced it has launched an app that allows users to search TV shows and films across Netflix, Hulu and more. The app lets you search for content through GIFS and moods, among more traditional ways.
Videology and TubeMogul Top DSP for Video
Trade Desk, Videology and TubeMogul have been ranked as the top DSPs for video, according to a report from Forrester Research. The ‘Wave’ report chose the three because they built their technology in anticipation of television programming and advertising becoming more digital in nature.
Vice To Double Revenue in 2015
Thanks to its successful foray into the world of TV, Vice’s European operations will double their revenue in 2015, and Vice UK, the London-based parent for all the company’s European operations, will also deliver its first significant profits of about £18 million this year, according to The Guardian.
US Ad Spend Is Highest on Record
US online advertising revenues brought in $15 million in Q3, making it the highest quarterly spend on record, the Internet Advertising Bureau has reported. The report also found that Digital is now the second largest advertising sector in Europe, behind only television.
US Ad Spend Drops 3.9 Per Cent in Third Quarter
Advertising spend in the US declined 3.9 per cent to $36.4bn in the third quarter of 2015, according to Kantar Media. National TV media continued to outperform the overall ad market. Cable TV expenditures dropped just 1.4 per cent, helped by an expanding amount of commercial time. By contrast, Spot TV lagged far behind with a 23.7 per cent spending drop versus a 2008 period that was bolstered by record amounts of political advertising.
Smartphones are Winning the Fight Against TV
Especially when it comes to viewers in the most desirable 18 to 34 demographic, smartphones are winning against TV, a study of media and attention from Nielsen has found. The report data shows that among 18 to 34-year-olds, the use of smartphones, tablets, and TV-connected devices such as streaming boxes or game consoles increased by more than 25 per cent to about 8.5 million people per minute.
EU Commission Announces OTT Cross-Boarder Portability
Europeans will soon be able to travel with their online content if a proposal from the European Commission goes ahead, which is planned for 2017. The proposal also has an action plan to modernise EU copyright rules.
Pay-TV ‘Defectors’ Outnumber ‘Desirers’
The number of people who wish to change their pay-TV service, almost one-third of U.S customers, with pay-TV ‘defectors’ more than twice as common as ‘desirers’ of more TV service, according to the GfK MRI report, ‘Cord Evolution’. Over 70 million U.S customers are considered ‘defectors’.
Nearly 20 Per Cent of UK Homes Use Netflix
In the past thirty days, 18 per cent of UK households have used pay-TV service Netflix, new research from Parks Associates has revealed. The report has found that, overall, 58 per cent of U.K. broadband households used a video streaming service or player within the past 30 days.
Lower Income Households Watch More TV
Watching TV and using connected devices is more prevalent in lower income houses, The Total Audience Report for Q3 from Nielsen has found. The audience measurement specialist found that while higher income households typically have more devices and subscribe to more services, the lower income consumers spent more time using the devices they have.
US Pay TV Subs Fall Below 100 Million
The number of Americans cutting the cord is increasing at a fast pace, according to the first eMarketer forecast for the pay-TV market. By the end of 2015 there will be 4.9 million U.S households that once paid for TV services but no longer do.
TV Everywhere Consumption Reaches an All-Time High
TV Everywhere viewing has experienced rapid growth during 2015 on devices like Apple TV and Roku, Adobe’s ‘Digital Video Benchmark Q3 2015’ has found. According to the report, consumption from existing TV Everywhere users jumped by 102 per cent year on year.
DISH President Steps Down
As part of a number of senior management changes, DISH Chairman and CEO Charlie Ergen is stepping down as President. DISH employee of 20 years and EVP of Operations, Erik Carlson, has been named President and Chief Operating Officer.
Lotame Appoints Alex Sibois APAC Managing Director
Alex Sibois is joining data management platform, Lotame the company as Managing Director for the Asian Pacific (APAC) region. He joins them after more than a decade developing revenues for technology companies in the EMEA, North America, Latin America and other developing markets around the world.
14 Per Cent of U.S Households Plan to Buy Streaming Media Player
By mid-year 2016, 14 per cent of US households will have bought a streaming media player, according to research from Parks Associates. The report also said that 31 per cent of US broadband households currently own a streaming media player.
Internet Viewing to Overtake Catch-Up
39 per cent of UK consumers are planning to use paid Internet TV services over the Christmas period, a new survey from Paywizard has reported. The study also says that an additional 20 per cent intend to sign up to these services for Christmas.
Italian TV Market Shows Signs of Improving
The Italian TV market is showing signs of recovery after a long period of recession, ITMedia Consulting has reported. The report shows that total earnings have slightly grown of 0.6 per cent from the previous year.
Connected Wearables To Hit 228 Million
Shipments of connected wearables reached 72.5 million in 2015, with smartwatches, smart glasses, fitness & activity trackers, people monitoring & safety devices and medical devices as well as other wearable devices forecasted to reach 228.3 million units in 2020, Berg Insight has found.
Only 25 Per Cent Have Heard of TV Everywhere
75 per cent of U.S households haven’t heard of ‘TV Everywhere’, the pay-TV industry’s six-year-old multiscreen initiative, according to research from GfK.
Teads Hits Record Video Reach
Native video company, Teads, has achieved a milestone reach of over 260 million unique viewers across desktops in countries where comScore conducts measurement.
Mobile Viewing Sees Double Digit Growth
Smartphones and tablets are dominating mobile video viewing growth, up 55 percent on smartphones and 48 percent on tablets, according to Yahoo’s ‘Migration to Mobile Video’ statistics and infographic.
StickyADS.tv Ranks Among Fastest Growing Technology Companies
StickyADS.tv was ranked number 362 on the Deloitte Technology Fast 500 EMEA 2015, based on growth of 294% during the period of 2011 to the end of 2014.
The Most Engaging Christmas Ads Aren’t John Lewis
Harvey Nichols and Kwik Fit produced the most engaging Christmas ads by high street retailers, according to the Realeyes annual Christmas study. 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 30 Christmas ads.
49 Per Cent of Consumers Expect Free Media Services by 2025
Almost half of media consumers feel they will not have to pay for their media services by 2025, the Xerox State of Customer Service in 2015 report has found. At the moment, 43 per cent of consumers pay to access their media outlets.
Zoomin.tv Introduces Zoom.in.Article
Zoomin.TV have introduced ‘Zoom.in.Article’; a video format displayed within the body of an article, complete with a 100% viewing guarantee.
This Week on VAN:
The Ad Tech CEOs Make Their 2016 Predictions, read more on VAN
Maker Studios CEO Ynon Kreiz Steps Down, read more on VAN
The Ad Tech CEOs Make Their 2016 Predictions, read more on VAN
Ad of the Week: Marks & Spencer, Adventures in the Big Day, RKCR/Y&R
Marks & Spencer whet our appetite for christmas with this slick showcase of their seasonal delights.
