Leading UK video ad network, WebTV Enterprise, released a report this week about the state on the online UK video ad market. The survey suggest that media planner buyers here are warming to the format with video advertising now making up three per cent of the TV ad market. The number of campaigns has also tripled in the last six months. Media buyers are now recognising the potential of targeted audiences online, and are allocating media buying budgets accordingly. The majority of those surveyed expect media spend on video advertising to increase by at least 50% in 2010. Despite the growth, campaigns remain small: agencies are typically spending between ten and twenty-five thousand pound. Chicken feed compared to some of the big TV campaigns. But there should be acceleration in growth as viewing habits change, and more video content becomes available. For publishers video advertising is good because it generates higher CPMs. This space is about to get a lot more interesting. [Web TV Market Report]
Mobclix Offers Audience Profiles To Ad Network Partners
Mobclix, the largest mobile ad exchange for the Iphone ad market, has announced it will re-sell audience profiles to its ad networks partners. The move will allow agencies and advertisers to better target specific audiences through the Mobclix exchange. The demographic segments will be provided from Nielsen’s PRIZM and ConneXions programs. Read more about this story here.
The mobile display space is experiencing a lot of activity: increased number of M&A deals; the emergence of new platforms; and increased competition in the market. Only yesterday Apple beefed up its mobile sales team in Europe, as it seeks to leverage the Quattro acquisition to grab more market share here.
Mobile display continues to be the headline grabber: Google, Apple, Amobee and Opera have all made significant acquisitions in the past couple of months to bolster their presence in the space. The market is due to grow significantly this year due mainly to the take-up in smartphone apps.
Exchanges and ad network optimisation are now emerging in mobile display. The latest mobile ad net optimisation service to be rolled here in Europe comes courtesy of Improve Digital. Janneke Niessen, COO of Improve Digital, took time this week to speak to ExchangWire.com about the new offering for European publishers.
Apple finally unveiled its highly-anticipated tablet computer. They’re calling it the iPad, and it looks set to deliver Apple another blockbuster success. Apple has signed up a number of high-profile publishers, and its being touted in some quarters as a vital revenue stream for ailing publishers.
The most interesting thing about the new iPad though is the app market. Like the iPhone, this latest bit of Apple hardware will have an app store of its own. The official SDK has been released to developers today, and applications developed specifically for the iPad should appear in the coming weeks.
It was announced this week that Opera was buying mobile ad network Admarvel for $15 million. Opera has presently the biggest share of the global mobile browser market. Opera will probably leverage Admarvel to monetise all of its branded mobile products. Good move given its market reach.
Is this of the end to the wave of takeovers sweeping through the mobile ad market? There could be a few more big moves to come.
Microsoft does have some presence in the mobile display market – but might feel that it too needs to acquire an established mobile display player. Yahoo might also want to improve its present mobile ad platform and buy.
Leading UK video ad network, WebTV Enterprise, released a report this week about the state on the online UK video ad market. The survey suggest that media planner buyers here are warming to the format with video advertising now making up three per cent of the TV ad market. The number of campaigns has also tripled in the last six months. Media buyers are now recognising the potential of targeted audiences online, and are allocating media buying budgets accordingly. The majority of those surveyed expect media spend on video advertising to increase by at least 50% in 2010. Despite the growth, campaigns remain small: agencies are typically spending between ten and twenty-five thousand pound. Chicken feed compared to some of the big TV campaigns. But there should be acceleration in growth as viewing habits change, and more video content becomes available. For publishers video advertising is good because it generates higher CPMs. This space is about to get a lot more interesting. [Web TV Market Report]
