Now & Next is a new feature from ExchangeWire Research. In Now & Next, we review the latest research, provide impartial insight and analysis of current trends and provide predictions for the future of advertising and marketing technology. This feature focuses on Video on Demand.
As with any form of advertising, video (both VoD and video display) has its fair share of problems; from lack of supply and lack of demand, to issues with viewability, fraud, and ad blindness. However, it [...]
Lack of Premium Video Holding Back Industry Growth; 57% of Senior Marketers Highlight Skill Shortage Within the Programmatic Advertising Industry
ExchangeWire Research’s weekly roundup brings you up-to-date findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis. In this week’s edition: lack of premium video is holding back industry growth; 57% of senior marketers highlight skill shortage within the programmatic advertising industry; mobile increasingly used to view longer-view videos, and mobile increasingly used by consumers, whilst desktop remains main method of purchase.
Video ad budget to continue growing over the next two [...]
Over Half of UK Households Own a Tablet; Microsoft’s ‘Value Me’ Research Indicates Significant Data Sharing Gap
ExchangeWire Research’s weekly roundup brings you up-to-date findings from around the world, with additional insight provided by Rebecca Muir, ExchangeWire, head of research and analysis. In this week’s edition: more than half of UK households now own a tablet, up from 2% in 2011; Microsoft’s ‘Value Me’ research indicates a significant data sharing gap and over half of senior brand and agency marketers rate their knowledge of programmatic video as either ‘average’, ‘poor’ or ‘very poor’.
Tablets now in over [...]
Tags AdvertiseradvertisersDisplaydisplay advertisingExchangeWire ResearchMarketing TechnologyMobilemobile advertisingOnline videoPerformance MarketingProgrammaticProgrammatic VideoresearchtabletVideovideo advertising
Phil Duffield, Managing Director Adap.tv, On Their Commitment To Destroying The Inefficiencies In TV & Video Advertising & The Australian & APAC Marketplace
Managing Director of Adap.tv, Phil Duffield, discusses their increasing activity in the Australian, South East Asian and Japanese marketplaces. He says how the adoption of traditional media buying by today’s industry has created silos in TV and video resulting in massive operational costs and time for both buyers and sellers and how 2012 promises to be very exciting with new strategic products in the pipeline and more global expansion.
Can you give an overview of [...]
Tags Ad ExchangeAd ExposeAd NetworkAd Safeadap.tvadap.tv marketplaceAdvertiserAgencyAPACAPACAudience BuyingAustraliaAustraliaBehavioural TargetingDisplayexchangewire apacHong KongindonesiajapanmalaysiaMedia BuyingNew ZealandOnline MarketingOnline videoonline video inventoryprice transparencyprogrammatic buyingPublisherRTBRTBSEASingaporeSouth East AsiasydneythailandTrading DeskTV Advertisingvideo advertising
Vicki Lyon, Managing Director SpotXchange Asia-Pacific on why real-time bidding is a win-win for advertisers and publishers.
It is not surprising that advertisers are moving more of their ad dollars into Online Video, with Frost and Sullivan predicting Australian video expenditure to increase from $33m to $350m in three years and we are also seeing publishers looking to cash in.
Real-Time Bidding (RTB) for video is gaining traction in Australia and Asia-Pacific. [...]
Tags Ad ExchangeAdvertiseradvertisersAgencyAPACAPACAudience BuyingAustraliaAustraliaDataDigital MarketingDisplayExchange Newsexchangewire apacOnline MarketingOnline videopublishersreal time biddingRTBRTBspotXchangevicki lyonvideovideo advertising
James Zipeure, Chief Operating Officer for VeNA, Asks If The Rapid Growth In Online Video Means TV Has Lost Its Ability To Deliver Both Audience & Cost Effectiveness
James Zipeure, Chief Operating Officer for VeNA (Video and Entertainment Network Asia) discusses how online video is now worth $1.5B + across Asia Pacific region, and with the likes of Sony investing in IPTV and telcos decreasing barriers to entry via pre-paid, faster downloads and video advertising platform based technology now makes video real contender to TV. Zipeure puts forward how greater emphasis must be placed on real-time analytics and fast [...]
James Zipeure, Chief Operating Officer, VeNA (Video and Entertainment Network Asia), On APAC's Growth In Video & Social Gaming Being One Of The Most Significant Regions Globally, Maximising Inventory Revenue & Embracing The Evolving Online Advertising Landscape
James Zipeure, Chief Operating Officer for VeNA (Video and Entertainment Network Asia) on how video and social gaming % growth in some APAC markets is outstripping all other digital channels. He talks about how VeNA’s business model actively embraces the evolving landscape allowing growth through both traditional sales and platform based channels. He also discusses the opportunity to harness new revenue channels like content development directly with publishers and advertisers.
Can you give an overview of VeNA, its offering [...]
Tags ad exchangesAd Networkadap.tvAdvertiseragenciesAgencyagency trading desksAPACasia pacificAustraliaCasual Social GamingchinaCity VilleDigital MarketingDisplaydisplay advertisingdspsExchange Newsexchangewire apacfacebookFarmVilleFrontier Villein-app advertisingindonesiajapanMafia WarsmarketersMedia BuyingMobilemobile appsNew ZealandOnline MarketingOnline videophilippinespre roll inventoryPublisherpublishersQZonerenrenSEASingaporesocial advertisingsocial gamingSouth East AsiaspotXchangeSSPTrading DeskVeNAvideo advertising
Wout Van Damme CEO, Funbox, On Being A Multi-Channel Performance Trading Desk, Reducing Advertiser’s Media Buying Risk & How TV Advertising Will Be Sold In An Auction Environment
Wout Van Damme is the CEO of Funbox, a multi-channel performance trading desk and here he talks about the Funbox offering of a performance based media buying service across display, mobile, video, social, search and affiliate channels. He discusses how being platform agnostic allows continuous innovation, the ability to split test across exchanges and DSPs for the most effective inventory source and how advertisers work with them on a CPC, CPL, revenue share or CPW (Cost-Per-Whatever) basis.
Can you give [...]
Tags Ad Exchangead exchangesAdvertiserAgencyAudience BuyingAustraliaBehavioural TargetingcpacpcCPLCPWDatademand sideDigital MarketingDisplaydisplay advertisingDSPDynamic Ad OptimisationExchange NewsfunboxMedia BuyingMobilemobile advertisingmultichannel performance trading deskOnline MarketingOnline videoPublisherpublishersrevenue shareRich MediaRTBSemantic Targetingthird party dataTrading Deskvideo advertising
Vicki Lyon, Managing Director, SpotXchange Australia & APAC On Video Ad Marketplaces, Private Exchanges & How Mobile Video Advertising Will Soar In APAC
Vicky Lyon, SpotXchange’s Managing Director Asia Pac discusses their recent launch and about wanting to become the go-to video ad marketplace in Australia and the APAC region.
Lyon gives an overview on Australia’s current market size and how APAC, being the most connected region in the world, means online video advertising will continue to soar and key growth drivers will be the expansion of 3G networks making mobile TV and mobile video services a [...]
Tags 3GAd Exchangead networksAdvertiseradvertisersAgencyAPACasia pacificAudience BuyingAustraliaBehavioural Targetingbrand advertisingComScore VideoMetrix July 20011CPMDigital MarketingDSPDynamic Ad OptimisationExchange Newsexchangewire apacMedia BuyingMobileOnline MarketingOnline videoottopremium video inventoryPrivate Exchangeprivate exchangesprogrammatic buyingPublisherpublishersreal time biddingRich MediaRTBspotXchangetelevision advertisingTrading DeskTVUKUSvicky lyonvideovideo ad marketplacevideo advertisingvideo inventory
Teresa Sperti Head of Marketing & Product, realestateVIEW.com On Growing Audiences, Balancing Brand And Performance & The Knowledge Challenge In The Media Buying Landscape
Teresa Sperti, Head of Marketing & Product for realestateVIEW.com talks about media buying and the importance of striking a balance between brand and performance. She adds with 50% of all Australians accessing online via their mobile it makes the channel a crucial part of their media mix. While Australians are one of the biggest consumers of online video in the world, the lack of inventory is constricting their growth.
Sperti also welcomes the efficiency the [...]
Tags Ad Exchangead exchangesAd TradingAdvertiserAgencyaudience attractionAudience Buyingaudience retentionAustraliaBehavioural TargetingBigPondBigPond MoneyDataDemand Side PlatformsDigital MarketingDisplaydisplay advertisingDSPExchange Newsmarketingmedia agenciesMedia Buyingmedia optimisationMobilemobile marketingonline inventoryOnline Marketingonline mediaOnline videoPublisherreal estatereal estate marketingrealestateVIEWRich MediaRTBsearch marketingTelstraTradingPostvideo advertising