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What:AcuityAds will acquire 100% of Visible Measures’ outstanding common stock in exchange for cash in the amount of USD$10 million.  It is expected that this transaction will be completed on or about March 31, 2017.
Why it matters:AcuityAds gains meaningful footprint in the high-growth programmatic video advertising market. Pro-forma TTM Revenue for the combined organization exceeded CDN$75 million (US $56 million).

descarga (3) descarga (5)AcuityAds Holdings Inc. , a technology provider of targeted digital media solutions enabling advertisers to connect intelligently with audiences across mobile, video, social and display, has announced that it has entered into a definitive agreement to acquire Visible Measures Corporation (“Visible Measures”), a Boston-based programmatic platform provider for analytics-led video advertising.

It is expected that the acquisition of Visible Measures will help AcuityAds gain a more meaningful footprint in the high growth video advertising marketplace. Additionally, this transaction will provide AcuityAds with a strong foundation to capture a greater share of the high-potential, programmatic TV market.

According to eMarketer, the digital video advertising segment which topped $10 billion in the U.S. alone in 2016 is expected to approach US$20 billion by 2020 and by 2018, U.S. advertisers are projected to spend US$4.43 billion on programmatic TV ads.

By leveraging Visible Measures’ patented video analytics toolset, alongside AcuityAds’media execution platform, marketers will have access to one single pane of glass to successfully manage all of their digital marketing initiatives.The Visible Measures platform is fueled by a proprietary dataset and patented programmatic technology that combines five trillion data points to reach more than 500 million unique monthly users across 600,000 web and mobile properties.  Utilizing these robust datasets and analytics tools, advertisers can optimize their ad spend based on competitive data collected in real-time, enabling these same advertisers to maximize ROI and boost market-share.  Since 2009, Visible Measures has collected data on over 22,000 video campaigns from 6,000 unique advertisers, and has studied consumer behavior from four trillion video views.  As a result, the Visible Measures True Reachâ (www.truereach.org) offering has become an industry recognized, MRC (Media Rating Council) accredited metric for video advertising campaigns.

The acquisition of Visible Measures is an all-cash transaction valued at USD $10 million.  For the year ending December 31, 2016, unaudited pro-forma trailing twelve months (TTM) revenue for the combined organization exceeded CDN $75 million.

“We are pleased to announce the second acquisition for AcuityAds in the last 6 months, this time, in the fast-growing video advertising segment,” stated Tal Hayek, CEO of AcuityAds.  “The addition of Visible Measures and their industry leading video analytics technology is a great fit and complement to Acuity’s Self-Serve programmatic marketing platform for marketers looking to leverage a ‘one-stop’ shop for all their digital marketing needs. We look forward to welcoming the Visible Measures team and their clients to AcuityAds as we strive to offer marketers the best solutions available to enable them to target and connect more effectively with their audiences across all channels and devices.”

“Since our founding in 2005, our vision has always been to build the leading measurement and analytics platform to enable marketers to maximize the effectiveness of video advertising,” stated Brian Shin, CEO of Visible Measures.  “It has been an amazing journey in building Visible Measures into the company that exists today with a blue-chip customer base and extensive partnerships and I am incredibly proud of the team and our accomplishments. I firmly believe that in joining AcuityAds, advertisers will gain access to the industry’s most comprehensive suite of technology offerings to address their digital marketing needs more successfully.”

What: Real estate advertising has reached a digital saturation point at almost 75% of real estate ad budgets, according to a new report by Borrell Associates. The researcher now expects a 2% decline (US $200 million) of digital ad spend in 2015. Streaming video and streaming audio are more likely to see their ad spend increases by 2019 (to US $4.9 billion and  US$778.5 m respectively). Display, email and paid search will all decline.
Why it matters:  Real estate classifieds and advertising were an important engine of the early Internet economy taking away dollars from off-line vehicles. Mostly from newspapers. Now they seem to have reached a saturation point, Borrell Associates suggests. Digital display dollars will shift to online video and audio ads.

2298394906_6c4426d611_zReal estate advertising has reached a digital saturation point, according agents and broker community. The real estate advertising business reached US $31.8 billion in ad spend last year, but now digital ad spend among agents and brokers is expected to decline by 2%  or US$200 million in 2015. This is the first decrease in 20 years, says research firm Borrell Associates.

2015 digital ad spend share

Out of a total Real Estate Vertical Ad spend of US$ 31.8 billion (offline and online), Borrell Associates expects:

  • Agents and brokers to spend US $13.9 billion of which 75% will be in digital
  • Mortgage lenders will spend an estimated US $12.3 billion in 2015 ( 44% in digital)
  • Rental unit managers will spend US$3.3 billion ( 52% in digital)
  • Developers will spend US $2.3 billion (69% in digital.)

The digital saturation point for agents and brokers is 75% of real estate ad budgets as they were early buyers in the online ad economy.

The digital saturation point for agents and brokers is 75% of real estate ad budgets as they were early buyers in the online ad economy.

Agents and brokers overall ad spend rose 2.2% in 2014. (Rental unit managers saw the biggest overall ad spend increase in 2014 – 13.8% – followed by developers at 9.5% and mortgage lenders at 6%.)

Digital drop

  • Online display. Investments in online run-of-site (ROS) display from the agent and broker community have decreased 15.9% since 2014, with estimated 2015 spend at US$511.9 million. A 92.2% decrease to US$47.2 million is expected between 2014-2019.
  • Agents and brokers have increased targeted display spend 2.1% to US $4.9 billion between 2014-2015. However, a 22.9% decrease to US$3.7 billion is expected between 2014-2019.

Video/Audio

  • Streaming video investments among agents and brokers was US$862.7 million. By 2019, it is expected to grow to US $4.9 billion.
  • Streaming audio spend has decreased by 40.2% to US $19.4 million from 2014 to 2015. By 2019 a 2,300.2% increase is expected, with streaming audio spend totaling US$778.5 million.

Streaming video and streaming audio are more likely to see their ad spend increases by 2019. Display, email and paid search will all decline.

Mobile

Mobile investments are increasing as well, driven by millennials’ tendencies to rent and use mobile devices and online realty hubs like Zillow or Realtor.com to seek out listings.

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What: Yahoo released its Q4 2014 earnings report, posting revenues of US$1.18 billion and earnings of 30 cents, and a 6% decline in revenues versus the same period of 2013. Mobile revenues showed a 23% sequential growth rate to US $254 million while display ad revenues  were down 4% to US$532 million. In addittion, Ads sold increased 17%, while the price per ad decreased 20%.
Why it matters: Yahoo’s CEO Marissa Mayer said the company has plans to spin off its stake in Alibaba Group, which will result in a tax-free distribution to its investors, in an effort to revamp its slumping business.She also suggested investors should focus on Yahoo’s growth in mobile, native, social and video, a segment that, albeit less than 30% of overall revenues is growing at a high rate.

3fab1a175e2a87010f23435e0aea0f61_400x400Yahoo reported its fourth-quarter financial performance, including full-year revenue but excluding traffic acquisition costs of US $4.618 billion and full-year adjusted EBITDA of US $1.362 billion.

The company posted net revenues of US$1.18 billion and earnings of 30 cents. This means it almost missed what was estimated, sepecially with Wall Street expecting Yahoo to earn 29 cents per share with US $1.19 billion in revenue.Yahoo´s overall revenue fell 6 % in the last three months of the year and company’s shares were down 3.7 percent at US $36.82 in after-hours trading.

Yahoo’s plans to leverage Flurry’s developer connections to launch a mobile ad network.

Yahoo’s CEO Marissa Mayer said the company has plans to spin off its stake in Alibaba Group, which will result in a tax-free distribution to its investors.

Mayer also commented on Yahoo’s plans to leverage Flurry’s developer connections to launch a mobile ad network. As almost 600,000 apps have the Flurry SDK, which are installed on 1.6 billion devices, if Yahoo can get even a small percentage of these apps to add in monetization via Flurry, it could deliver strong returns.

Mobile and Display

Yahoo reported mobile revenues of US $254 million during the quarter, up from US $200 million in the same period last year and a 23% sequential growth rate. This “Transformative Group,” according to Yahoo, that mobile is part of, along with social, video and other products, has produced US $380 million during the quarter.

Yahoo’s display ad revenues continued to decrease in the Q4 of 2014, down 4% to US$532 million compared to same period in 2013. Total revenues for the quarter, excluding traffic acquisition costs, were US$1.2 billion.Native ads contributed US$100 million in revenue, a 20% increase. Both new ad formats and better targeting were key factor to that increase, boosting the price-per-click.While programmatic ads, contributed to the overall drop of 4% in its display ad business.

In addition, Ads sold increased 17%, while the price per ad decreased 20%.

Search revenue came to US $467 million, with a single percent. Search has been a key revenue source for the company as its deal with Microsoft’s Bing technology, a growing driver of the company’s top line.

Alibaba spin-off

Separately, Yahoo announced its plans for a tax-free spin off of its remaining, multi-billion dollar Alibaba Group stock holdings, which account for the majority of Yahoo’s value, into a newly formed company.

Following the spin-off, the Alibaba stake will become part of a new publicly-traded holding company called SpinCo, which will absorb all of Yahoo’s 384 million Alibaba shares, worth US$40 billion and later distribute them in a pro-rata formula to Yahoo shareholders.

The move will safeguard Yahoo shareholders from the immense taxes they would’ve paid through an outright sale of the assets. Still, Yahoo will continue to operate its core business and hold its 35.5% interest in Yahoo Japan.

In a conference call with investors, Mayer said the spin-off would save shareholders nearly US$16 billion in taxes. The transaction “maximizes value for shareholders,” she said.SpinCo will own a 15.4% stake in Alibaba.

Investors should focus on Yahoo’s efforts in mobile, native, social and video

descargaMayer suggested investors should focus on Yahoo’s efforts in mobile, native, social and video, the fast-growing areas in digital advertising that she wants Yahoo to be a part of.

“Our investment businesses – mobile, video, native, and social – collectively delivered more than US$1.1 billion in GAAP revenue [in full-year 2014], up 95% year-over-year. These growth drivers have really focused our investments and energy on the future of digital advertising.”

“I’m pleased to report that our performance in Q4 and in 2014 continues to show stability in our core business,” she added. “Our mobile strategy and focus has transformed Yahoo and yielded significant results.”

 

What: Yahoo released its Q4 2014 earnings report, posting revenues of US$1.18 billion and earnings of 30 cents, and a 6% decline in revenues versus the same period of 2013. Mobile revenues showed a 23% sequential growth rate to US $254 million while display ad revenues  were down 4% to US$532 million. In addittion, Ads sold increased 17%, while the price per ad decreased 20%.
Why it matters: Yahoo’s CEO Marissa Mayer said the company has plans to spin off its stake in Alibaba Group, which will result in a tax-free distribution to its investors, in an effort to revamp its slumping business.She also suggested investors should focus on Yahoo’s growth in mobile, native, social and video, a segment that, albeit less than 30% of overall revenues is growing at a high rate.

3fab1a175e2a87010f23435e0aea0f61_400x400Yahoo reported its fourth-quarter financial performance, including full-year revenue but excluding traffic acquisition costs of US $4.618 billion and full-year adjusted EBITDA of US $1.362 billion.

The company posted net revenues of US$1.18 billion and earnings of 30 cents. This means it almost missed what was estimated, sepecially with Wall Street expecting Yahoo to earn 29 cents per share with US $1.19 billion in revenue.Yahoo´s overall revenue fell 6 % in the last three months of the year and company’s shares were down 3.7 percent at US $36.82 in after-hours trading.

Yahoo’s plans to leverage Flurry’s developer connections to launch a mobile ad network.

Yahoo’s CEO Marissa Mayer said the company has plans to spin off its stake in Alibaba Group, which will result in a tax-free distribution to its investors.

Mayer also commented on Yahoo’s plans to leverage Flurry’s developer connections to launch a mobile ad network. As almost 600,000 apps have the Flurry SDK, which are installed on 1.6 billion devices, if Yahoo can get even a small percentage of these apps to add in monetization via Flurry, it could deliver strong returns.

Mobile and Display

Yahoo reported mobile revenues of US $254 million during the quarter, up from US $200 million in the same period last year and a 23% sequential growth rate. This “Transformative Group,” according to Yahoo, that mobile is part of, along with social, video and other products, has produced US $380 million during the quarter.

Yahoo’s display ad revenues continued to decrease in the Q4 of 2014, down 4% to US$532 million compared to same period in 2013. Total revenues for the quarter, excluding traffic acquisition costs, were US$1.2 billion.Native ads contributed US$100 million in revenue, a 20% increase. Both new ad formats and better targeting were key factor to that increase, boosting the price-per-click.While programmatic ads, contributed to the overall drop of 4% in its display ad business.

In addition, Ads sold increased 17%, while the price per ad decreased 20%.

Search revenue came to US $467 million, with a single percent. Search has been a key revenue source for the company as its deal with Microsoft’s Bing technology, a growing driver of the company’s top line.

Alibaba spin-off

Separately, Yahoo announced its plans for a tax-free spin off of its remaining, multi-billion dollar Alibaba Group stock holdings, which account for the majority of Yahoo’s value, into a newly formed company.

Following the spin-off, the Alibaba stake will become part of a new publicly-traded holding company called SpinCo, which will absorb all of Yahoo’s 384 million Alibaba shares, worth US$40 billion and later distribute them in a pro-rata formula to Yahoo shareholders.

The move will safeguard Yahoo shareholders from the immense taxes they would’ve paid through an outright sale of the assets. Still, Yahoo will continue to operate its core business and hold its 35.5% interest in Yahoo Japan.

In a conference call with investors, Mayer said the spin-off would save shareholders nearly US$16 billion in taxes. The transaction “maximizes value for shareholders,” she said.SpinCo will own a 15.4% stake in Alibaba.

Investors should focus on Yahoo’s efforts in mobile, native, social and video

descargaMayer suggested investors should focus on Yahoo’s efforts in mobile, native, social and video, the fast-growing areas in digital advertising that she wants Yahoo to be a part of.

“Our investment businesses – mobile, video, native, and social – collectively delivered more than US$1.1 billion in GAAP revenue [in full-year 2014], up 95% year-over-year. These growth drivers have really focused our investments and energy on the future of digital advertising.”

“I’m pleased to report that our performance in Q4 and in 2014 continues to show stability in our core business,” she added. “Our mobile strategy and focus has transformed Yahoo and yielded significant results.”

 

What: Mobile advertising revenue soared a massive 92 percent to US $19.3bn in 2013 from US $10.1bn in 2012, according to the U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology global figures.
Why it matters: Latin America shows highest year-over-year growth, soaring 215%, with major increases coming from North America, Up 122%, and Europe, Up 90%.

Mobile advertising revenue soared a massive 92 percent to US $19.3 billion  from US $10.1 billion in 2012, according to U.S. IAB Mobile Marketing Center of Excellence, IAB Europe, and IHS Technology global figures confirming the adoption of mobile as an essential element of the marketer’s toolkit.

2013 share by region

• North America: 41.9% (US $8,100m)
• Asia-Pacific: 38.9% (US $7,525m)
• Europe: 17.3% (US $3,346m)
• Middle East & Africa: 1.2% (US $225m)
• Latin America: 0.7% (US$144m)

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Growth year-over-year was strong across the board, led by Latin America, which saw a massive 215 percent leap over the 2012 figures. North America and Europe also saw major increases:

• Latin America – 215%
• North America – 122%
• Europe – 90%
• Asia-Pacific – 69%
• Middle-East and Africa – 45%

2013 revenue gains over 2012 ($m)

Search remains the dominant segment representing 48.9 percent of the total global mobile advertising revenue in 2013 at US $9.5bn
Display approaches parity with a 41.5 percent share at US $8bn. Mobile display shows the highest growth at 123.4 percent Mobile search, up 92.1 percent, flourishes mainly driven by smartphone penetration
Messaging takes a 9.6 percent share at US $1.9bn. Messaging, itself up 19.4 percent, might not be sharing as much robust growth due to migration from operator-owned messaging services (e.g. SMS and MMS) to alternative platforms.

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“These powerhouse numbers directly reflect mobile’s rapidly increasing role as a vital part of the marketing media mix. In particular, as mobile ad campaigns become easier to plan, create, buy, and measure – in great part due to programmatic strategies – these operational efficiencies are spurring the growth of the mobile display ad market. And, this impressive rise in mobile advertising is unquestionably a worldwide phenomenon, with strong year-over-year upticks being seen in every corner of the globe,” said Anna Bager, Vice President and General Manager, Mobile Marketing Center of Excellence, IAB.