The resounding success of Netflix and Kevin Spacey’s online-only series, House of Cards, has been heralded as precedent-setting by expanding the reach, exclusivity and cachet of content streamed online. This is part of a broader trend, as users are voting with their feet where it comes to watching on-demand services, as opposed to making sure they are on the sofa on time for their favourite show, at the original air time. YouGov released findings in 2012 that found that 41% of 18-24 year old viewers in the UK are more likely to watch VoD than linear TV services, a number that advertisers are more than 41% likely to be taking notice of!Global Desk Editor
EMEA > Online video
27 March 2013 in ExchangeWire EMEA
‘Audience Extension Gives Top Publishers a Much-Needed Lifeline’, by Ian Monaghan, Head of Advertising Operations, TubeMogul
5 March 2013 in ExchangeWire EMEA
It’s a fact of life that data on the continent doesn’t come in the same convenient packets that it does in the US and UK. The big data providers that we use every day in the UK, such as BlueKai and eXelate, have a lesser presence across the EMEA region.
It’s not that data doesn’t exist in the region, of course it does. However, the data in these markets is often held by different companies, kept in other forms, or may need to be added to offline information to make it truly valuable.
The bottom line is that everyone collects data, but not everyone utilises it effectively, or even realises that information collected as part of their primary business activity might have value.
This means that companies like Videology need to take a more creative approach to sourcing the consumer data required to help our advertising clients reach their target audiences.
Essentially, in order to extract value for agencies, advertisers and publishers, we have identified four key ways of maximising data in EMEA:
First, we work with a variety of companies that collect opt-in consumer data in different ways. It may be data gathered as a byproduct of their business’ core function, or gathering insights that don’t come from conventional cookie-style tracking, but these can be incredibly rich sources of data.Global Desk Editor
9 January 2013 in ExchangeWire EMEA
Brands are significantly increasing their investment in online video, but not all this new money is being spent wisely. When a market expands as rapidly as online video has, there are bound to be some red herrings. Right now, some serious mistakes are being made in the way that brand videos are being distributed.
Online video may be the fastest-growing medium of all time – spend was up by around 25% year-on-year in 2012 – but if it wants to continue to grow, it needs to deliver for agencies and, most importantly, clients.
What this means is that brands don’t want to discover their messages are untargeted, have appeared against poor quality content, or that they were costing up to 10 times what they should have expected to pay on an eCPM basis.
The reality, though, is that often the responsibility for this state of affairs lies with the marketers themselves. All too often they allocate a significant chunk of their precious marketing budgets to viral video companies in the hope that they can become the next Evian Roller Skating Babies or the next Old Spice Man, even when their content is clearly not suitable for this kind of treatment.Global Desk Editor
Online advertising spend has displayed significant growth over the last 10 years and analysts expect this trend to continue. However, a large discrepancy persists between internet time allocation in total “media time” and online advertising revenue.
Online advertising growth has been historically led by performance-based marketing; tapping into the huge reservoir of brand-oriented marketing spend will be key in closing the media discrepancy. This will be done by further blurring the lines between branding and performance marketing through the use of innovative formats, measuring technologies and improved targeting.
Nicolas Von Bülow, Founding Partner, Clipperton, comments: “Historically, online marketing growth has been driven by performance-oriented advertising players. Brand marketing, however, remains a relatively untapped reservoir of advertising dollars. We believe the emergence of a new breed of players focused on blurring the lines between performance and branding marketing will open new avenues for growth in the online advertising space. These players are already leveraging new formats and devices as well as improved targeting and measuring technology to succeed in this space.”Global Desk Editor
29 August 2012 in ExchangeWire EMEA
ExchangeWire Launches Dedicated Brazilian Site For Growing Data-Driven Ad Space, ExchangeWire.com.br
Brazil has one of the fastest growing digital advertising markets globally. The market is undergoing some huge changes in terms of ad technology adoption and the move to automated buying – with many local players either partnering with large ad tech providers or launching their own versions of buy and sell side technology solutions. ExchangeWire Brasil will be a native language site, and will deliver the best analysis and reporting on the Brazilian market.ExchangeWire