The advertising industry is currently booming – thanks to digital. Overall advertising spend growth for H1 2016 reached 5.2%, 0.4 percentage points ahead of forecast. Traditional forms of advertising, such as newspapers and radio, however, took a hit in sales. In comparison, writes Jens Nielsen, head of UK and Nordic operations and group management, NetBooster, online video saw a huge 66.4% growth over the past year – emphasising the shift from traditional formats to digital.
Television is perhaps the area that has [...]
Why did the 30-second ad become the default and is the five-second ad the future for which we should all be striving? Mike Nicholson (pictured below), director of mobile business development, EMEA, OpenX, certainly thinks so. Nicholson explains for ExchangeWire how the five-second ad synonymises the evolution of video consumption and just makes good business sense throughout the chain of supply and demand.
Survival of the fittest – where the species best adapted to its environment is the most likely to [...]
Pokémon Go has swept the world into a frenzy and has really provided a vision of what the future, steeped in augmented reality, could look like. For digital advertisers, it’s opened up a whole new realm of connecting with their audiences. So, what’s next? Maximilian Seeburg (pictured below), director, Videobeat Networks tells ExchangeWire that the possibilities for augmented reality are endless and, with Pokémon Go bringing the medium to the forefront, it is important to continue to embrace technology, but not [...]
The Video Player Ad-serving Interface Definition (VPAID) was introduced by the IAB to establish a common interface between video players and ad units, as an upgrade to the more basic Video Ad-Serving Template (VAST), but does VPAID still have its limitations? ExchangeWire speak with Andrew Gerhart (pictured below), COO, AerServ about how VPAID is helping video advertising to reach the next level.
ExchangeWire: What were the limitations of VAST that prompted the IAB to introduce VPAID?
Andrew Gerhart: VAST, or the [...]
Video advertising is growing at a fair rate of knots, with it being applauded as a high-engagement medium across many industries; but what about it’s effectiveness in the B2B realms? ExchangeWire speak with Amay Velu (pictured below), head of operations, Videobeat Networks, about how B2B firms are turning to the unlikely medium of video advertising to maximise their return.
Traditional image display advertising has become a large part of online advertising. As an add-on to a large scale campaign, [...]
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: The future of the marketing organisation; The state of auto in the premium video ecosystem; and analysis of social content reposting trends.
The industry is several years away from creating an optimal marketing organisation
GumGum’s recently released study, ‘Building the marketing organisation of the future‘, surveyed 246 digital marketers from Fortune 500 [...]
Interactive video sounds like a format reserved only for the science fiction genre; but it is fast becoming a mainstream reality, with publishers increasingly using it to create immersive experiences for their customers. Liam Brennan (pictured below), global digital director, MediaCom, tells ExchangeWire that brands and agencies will need to abandon traditional online video assumptions to fully embrace interactive video and dynamic content.
Increasing audience fragmentation, and a decline in live TV viewing among younger audiences, have led brands to build, or [...]
Users are consuming web content on the run: on their way to work, while at a meeting, or during lunch. Now, more than ever, users are extremely fast with deciding what they will watch and what not. And, to make it more challenging, more often than not, their mobile device is muted. Oded Shoham (pictured below), CEO and co-founder, evania video explains to ExchangeWire the urgent need of a new creative approach and ways of getting users’ attention efficiently in [...]
Tremor Video recently announced the appointment of Andy Morley as managing director, UK; and, even more recently, that the UK arm of the global company would be undergoing some significant changes. ExchangeWire met with Morley (pictured below) on the day of his three-month anniversary at Tremor Video to discuss these changes and his new direction for the company.
When Morley was appointed as UK MD of the well-established ad network, he joined a company that faced an identity crisis. According to [...]
Video consumption is continually on the rise. Consumers seek out snackable content and often that is found in video format. Advertisers have their work cut out trying to engage with these consumers. So, how long is the ideal video ad for maximum brand engagement? Paul Neto (pictured below), senior research director, YuMe, shares the results of YuMe’s comprehensive research in video ad lengths and video strategy with ExchangeWire and argues that short and sweet isn’t always best.
If a video ad is [...]