This week the IPA issued a direct call to action to Google’s YouTube and Facebook to clean up safety, measurement, and viewability of online video on their platforms. ExchangeWire asks experts to weigh in on whether this was the right move that will force Google and Facebook to step in line.
IPA director general Paul Bainsfair issued the letter to the digital duopoly, outlining three urgent action points required to ensure global standards in ad verification and video measurement.
The IPA is requesting [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: TV ads have diminishing influence in AU; China video ads climb to £966m in 1Q2017; AU small firms lack resources for marketing; Rapport goes up in Malaysia; Grey ‘Hug’ it out in Dubai; Swisse Wellness buys AU creative agency; Kargo gears up in NZ; and GroupM releases Thai digital playbook.TV ads have diminishing influence in AU
Advertisers and agencies want more video content, but few publishers in Asia-Pacific are scaling up to meet the increased demand over concerns about cost and complexity.
Eager to reduce their dependence on YouTube, marketers in the region are keen to seek out alternative video inventory, says James Sampson, DataXu’s Asia-Pacific vice president and general manager. However, most premium publishers have yet to add video content at scale, he notes, adding that there also are other issues to consider.
In this Q&A with [...]
Last week (9 August) Facebook announced the launch of ‘Watch’, its home for original video content produced by partners. Designed to be a portal for snackable video content, the launch of Facebook Watch could make it a real competitor to the likes of YouTube and Snapchat, to make the social media more sticky, encouraging its users to spend even more time on Facebook.
According to Wall Street Journal, Facebook is on hand to assist publishers with content creation for the new [...]
ExchangeWire Research’s weekly roundup brings you up-to-date research findings from around the world, with additional insight provided by Rebecca Muir, head of research and analysis, ExchangeWire. In this week’s edition: Advertising makes up 56% of mobile publishers’ revenue; In-app spend fuelled by rewarded ads; and Influencer campaigns on the rise.Advertising is top revenue source for mobile publishers
AdColony’s Publishing Survey finds that advertising now accounts for 56% of total mobile publisher revenue. Combined, video, display, and native ads rake [...]
Programmatic Is Not an Excuse for a Lack of Creativity: Q&A with Andrew Buckman, MD EMEA, Sublime Skinz
Identifying the user and connecting the customer journey across devices and platforms is fundamental to maintaining creativity in video advertising, believes Andrew Buckman, MD EMEA, Sublime Skinz. Speaking exclusively with ExchangeWire, Buckman explains how creativity in video can still thrive in a programmatic environment.ExchangeWire: What does the future of digital video look like?
Andrew Buckman: Mobile devices will drive the growth of digital video consumption. The latest Zenith Online Video Forecast indicates fixed device viewing is already reaching a peak, while [...]
Speaking to ExchangeWire, Josh Speyer (pictured below), CEO, AerServ, discusses the changes mobile publishers can focus on to make it easier for TV dollars to move into the channel, and what traditional TV media buyers need in order to feel more receptive to embracing mobile video.ExchangeWire: Mobile advertising has been one of the top reasons for expanded digital video budgets. What kinds of systems and processes are TV media buyers using now that can be potential challenges (and opportunities) for [...]
Out of the challenges publishers face, being technically prepared for the complexities video presents is at the top of the list for such a valuable revenue channel. Dvir Doron (pictured below), CMO, Cedato, speaks with ExchangeWire about the importance of tightly integrated technology and the advantages of video header bidding.ExchangeWire: What are the key pain points for publishers in the video marketplace?
Dvir Doron: Video definitely represents the most promising revenue opportunity for publishers these days, and is probably [...]
Through adding a whopping 5.2 million total subscribers, versus the company forecast of 3.2 million, Netflix soared past Q2 growth targets, both on the domestic and international fronts.
The company was rewarded with an 8% rise in stock price in the immediate aftermath of its earnings report, hitting an all-time high in after-hours trading.
What caused Netflix’s growth to surge?
“In Q2, we underestimated the popularity of our strong slate of content which led to higher-than-expected acquisition across all major territories”, Netflix wrote [...]
In this weekly segment, ExchangeWire sums up key industry updates on ad tech from around the Asia-Pacific region – and in this edition: IAB AU releases ad effectiveness glossary; Whitepaper looks at China’s programmatic video market; Publicis acquires AU agency; Brightcove expands consulting business to ANZ; and comScore brings Extended Video reporting to China.IAB AU releases ad effectiveness glossary
The recently-established Ad Effectiveness Council of IAB Australia has completed its first project aimed at helping the digital community assess the [...]