There are myriad opportunities for publishers to leverage the growth of video. However, warns Ron Dick (pictured below), CEO and founder, Cedato, video in 2017 looks markedly different from when publishers first started testing the medium. Writing exclusively for ExchangeWire, Dick explains how diversification and playing by your own rules are the keys to success.
It’s among the fastest growing of the fast-growing channels. JP Morgan reckons US video ad spend traded programmatically will grow by 12% through 2017.
Header bidding adoption has ramped up quickly over the last few years, but has yet to spread significantly to formats other than web display. AppNexus is one of the companies pushing to change that, having recently released a guide for publishers on using header bidding for one of their highest-performing formats: video. In this Q&A, ExchangeWire asks Eric Hoffert (pictured below), SVP video technology, AppNexus, for more insights.ExchangeWire: Why does header bidding make sense for video?
Eric Hoffert: Advertisers know that video is [...]
Vertical Video Has Outgrown Snapchat, Now a Premier Mobile Ad Format: Q&A with Ryan Griffin, AdColony
Two years ago, Snapchat launched vertical video ads; a year later, Facebook and Instagram followed. Now a slew of non-social mobile publishers – from Gaming to News and Entertainment – are adopting the format. ExchangeWire speak with Ryan Griffin (pictured below), SVP, Strategy, AdColony, to weigh in on the vertical video trend.ExchangeWire: There’s a lot of hype around the vertical video format, but outside of social platforms, it’s not yet as prevalent as you would expect. What do you attribute [...]
It’s not news that the mobile screen is where we spend most of our time. But, what is new, is how people hold their devices when they view content. A new perspective has emerged, explains Roni Anavi-Fass (pictured below), VP product, Inneractive – vertical videos and photos.
According to MOVR’s Mobile Overview Report, smartphone users now hold their phones vertically around 94% of the time, and Mary Meeker’s Internet Trends reported that vertical viewing accounted for [...]
They may be small in size, but the Nordic markets pack a punch when it comes to their digital savvy, relative to other European markets. Their size makes them agile when it comes to digital advertising and technology, with advertisers and publishers seeking innovation in their approach to digital strategy. ExchangeWire speak with Stephen Byrne, recently appointed as senior business development director, Nordics, at SpotX about programmatic trends and challenges in the region, as well as plans for [...]
Consumers in Southeast Asia have taken to video somewhat differently from their global counterparts; so marketers need to tune into these requirements to better engage their target audience. Here, AOL’s Asia and ANZ managing director Alex Khan (pictured below), writes about the ‘sense of urgency’ in how this region’s mobile-driven consumers are accessing video and why advertisers need to do better.
Over the years, we’ve seen user behaviour change on the big screen. TV viewers have become impatient. They don’t [...]
Virtual Reality & 360 Video Holy Grail for Advertisers & Publishers: Q&A with Michael Rucker, OmniVirt
New virtual reality advertising needs to be engaging, executable, and produce results for both advertisers and publishers. ExchangeWire speak with Michael Rucker, co-founder/COO of OmniVirt, a Virtual Reality and 360° Video advertising platform, making this hot new format a reality.ExchangeWire: OmniVirt recently ran a high-profile 360º VR video campaign with ABC – what is OmniVirt’s background?
Michael Rucker: OmniVirt is a Virtual Reality and 360° Video advertising platform for brands and publishers. Our team is made up [...]
APAC Marketers Still Struggling with Disjointed Customer Touchpoints; Australia See Early Dip in Agency Bookings
In this weekly segment, ExchangeWire sum up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: APAC marketers still struggling with disjointed customer touchpoints; Australia see early 6.2% dip in agency bookings; The Trade Desk eye Indonesia growth; Band Interprise play alongside gyro; Vietnamese broadcaster now available on SpotX; and Executive appointments at Publicis agencies.APAC marketers still faced with disjointed customer touchpoints
Providing an omnichannel customer experience remains wishful thinking, at least for [...]
Last week (9 February, 2017) Twitter (NYSE:TWTR) reported a net loss of USD$167m (£133.6m) (-23% revenue) in Q4 2016, and its slowest revenue growth since it went public four years ago. In this piece, we examine what has gone wrong for Twitter, and discuss the functional improvements that need to be implemented in order to re-establish Twitter in the eyes of both consumers and media buyers.
Twitter was the second of the current four major social networks to be [...]
Facebook’s mission (quoted on the company’s Facebook page) is: “To give people the power to share and make the world more open and connected. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.”Connecting the world
Mark Zuckerberg, Facebook founder and CEO, said last week (1 February, 2017): “Our mission to connect the world is more important now than ever. Our business did well in [...]