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A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

Video experience technology provider Accedo has entered into a partnership with Google Cloud to allow media and entertainment companies to access a unified cloud video platform.

Artificial intelligence is picking up to 75% of the videos you watch on YouTube.

Video ad-serving platform SpotX and Amazon Web Services are joining forces to allow for interoperability on the tech giant’s cloud platform.

JPMorgan Chase has created its own proprietary algorithm that assures that its YouTube ads will not appear next to questionable content.

Video advertising platform Yume released the results of a new study commissioned with Nielsen on U.S. consumers’ connected device ownership: Smart TV ownership nearly doubled since 2013, with an average of three CTV devices owned per household. CTV devices are now more common than tablets, and 74% of people use their CTV device daily.

Online video ads in China increased by 30.7% year-on-year in the third quarter of 2017.

Facebook‘s video chat device, named “Portal,” may be available as early as May 2018.

According to a forecast issued by market intelligence firm Magna, overall U.S. digital media sales will grow by 13 percent in 2018 to reach $237 billion.

 

What: SpotX, a video ad serving platform, released figures illustrating explosive growth in global over-the-top (OTT) video advertising spend across its platform.
Why It Matters: SpotX’s data revealed that the portion of overall ad budgets spent with OTT inventory owners increased from 8 percent in October 2016 to over 26 percent of total spend for October 2017. This equates to nearly 18X growth in advertiser dollars spent on OTT inventory year over year in October.

As consumers begin to view more and more video on their devices, marketers are increasingly betting on OTT when it comes time to allocate budgets. According to SpotX’s data, overall ad spend on OTT inventory increased 18X between October 2016 and October 2017. On top of this revelation was the estimate that OTT is expected to account for around 30 percent of video ad spend by the end of 2017, as the holiday season brings 2017 to a close.

According to SpotX, this is the first time any SSP has disclosed such granular figures. Fueling the growth are SpotX’s top DSP partners: Adobe Advertising Cloud, dataxu, The Trade Desk, VideoAmp, and ZypMedia.

Growth of OTT Spend Partly Due to Improvements in Programmatic

According to Kelly McMahon, VP of Global Demand Operations at SpotX, this shift in ad spend can be attributed to the fact that “we’re seeing consumers shift in how they are consuming video content this year faster than any previous year: from desktop to mobile, now it’s Smart TVs and OTT technology.”

Ian Monaghan, Special Operations Consultant at Adobe Advertising Cloud echoed McMahon’s sentiments, stating that since people now have more content to stream on more devices than ever before: “Even in live sports, long considered a holdout where traditional broadcast viewing dominates, OTT options have entered the mainstream.”

McMahon added that this shift in consumer behavior caused companies to “embrace their abilities to use programmatic.” Before, while many transactions were handled via traditional sales channels, companies have been motivated to “understand how to use inventory programmatically.”

At SpotX, McMahon explained that they have “made a rather large investment in OTT and CTV strategy, providing tools to media owners to sell their OTT CTV inventory programmatically” and investing in educating buyers and making transactions simpler.”

The problem isn’t just explaining how to buy and sell OTT inventory: OTT itself has presented plenty of challenges in terms of how to measure its effectiveness for targeting purposes. But thanks to OTT’s popularity among consumers, the industry has developed new types of data and measurement tools that help make it more competitive with TV and digital. “To advertisers, OTT has historically been on an island — not fully digital or fully TV in terms of targeting and measurement capabilities, but often presented as both,” Monaghan added. He pointed to the addition of Nielsen Digital Ad Ratings as “bringing OTT up to speed for TV buyers and Adobe Advertising Cloud’s innovations in planning and measurement are bringing it up to speed with digital.”

Programmatic Aids in Linking Consumer Behavior to Digital Activity

Understanding how consumers engage with brands across multiple channels and devices is step one for any brand looking to maximize the effectiveness of their OTT investments. Tim Sims, SVP, Inventory Partnerships at The Trade Desk explained that since “digital media consumption is increasingly fragmented, marketers need to be able to link audiences together and understand how each performs.”

In this sense, programmatic is a useful tool, because “programmatic advertising enables advertisers to reach and engage with customers along their entire journey and also measure how different channels are performing as part of the overall marketing mix,” said Sims. For this reason, Sims argued, The Trade Desk acquired cross-device identity graph company Adbrain to “add a data set of cross-device IDs to our own demand-side platform” and “to provide a unified view of the customer in targeting and reporting.”

Going omnichannel is also essential for platforms to be competitive, Sims said. “That’s why we’ve worked so hard over the last few years to grow our global footprint as well as our cross-device services marketplace, a platform feature with identity-linking graphs from companies like Oracle, Tapad, LiveRamp, and Drawbridge, as well as Adbrain,” he said.

Adobe’s Monaghan asserted that while “linking what a viewer is watching to consumer data is a key part of any modern advertiser’s toolkit, marketers often lack the tools to make data actionable in advertising.” With that in mind, Adobe launched its Advertising Cloud, and “tightly integrated it with Adobe Analytics Cloud, which helps brands measure customer data and act on it. Together, we’re enabling advertisers to reach discrete audiences on any screen.”

The Future of OTT: More Deterministic Data for Effective Audience Targeting

What do the targeting techniques of the future look like? The Trade Desk’s Sims argued that his team is “seeing more deterministic data sets coming into the market, which is key for creating identity graphs that allow for effective audience targeting.” As global access to the Internet and connected devices increases, marketers will access more and more data that tells them what consumers care about, why they do what they do, and what devices they use to do it.

In the meantime, Sims says, “brands are excited to leverage this new channel to extend their message and reach customers in a targeted, personalized way across their entire journey.”

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A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC

Video ad serving platform SpotX today announced a new header bidding suite built specifically for video, featuring a server-side wrapper and an advancement of the company’s shift from tag-based integrations. The new suite of solutions complement SpotX’s advanced ad serving tools to execute unified auctions in a more effective and efficient manner than header bidding alone.

T-Mobile is teaming up with Netflix to provide the streaming service’s basic subscription at no extra cost for those who subscribe to T-Mobile One family plans.

According to reports, Facebook is “offering music publishers hundreds of millions of dollars to retain the rights to music featured in videos uploaded by users and page owners” to appease copyright holders.

Video streaming service Roku has filed paperwork Friday to list its shares on the Nasdaq stock exchange.

Amazon has launched Brown Sugar, a subscription-video-on-demand service featuring African-American movies.

Facebook’s Ads Manager is apparently inflating the numbers regarding the reach that ads can have on the platform, claiming that ads can reach a potential of 41 million 18- to 24-year olds and 60 million 25- to 34-year olds in the United States, whereas US census data shows that last year there were a total of 31 million people between the ages of 18 and 24, and 45 million in the 25-34 age group, the analyst said.

Google is allowing the public and developers to test a feature through which users can mute the sound on video ads through experimental browser Chrome Canary.

Streamroot, pioneer in distributed over-the-top (OTT) video delivery solutions, announced that the company has secured an additional $3.2 million in funding, bringing the company’s total financing to $6 million. Contributions in this round came from premier international firms including Partech Ventures, Techstars Venture Capital Fund, Verizon Ventures and R/GA.

San Francisco ad tech firm RhythmOne has acquired online video advertising and targeting firm YuMe for a total consideration of approximately $185m. The transaction is expected to close by Q1 2018.

LATAM MARKET

From 2016 to 2017, ad spend on online video increased by 200% in Mexico, and small and medium-sized businesses represent 25% of that ad spend, according to a study by DynAdmic.

HubSpot‘s The State of Inbound report revealed that 58% of LatAm businesses are investing in Facebook video ads, compared to 50% in 2016.

According to Buenos Aires, Argentina-based Observatorio Web, Google results for the word “Jew” come up with more antisemitic results in Spanish than in English, and 484 Spanish-language videos denying the Holocaust have received nearly 1.7 million views collectively during 2016 alone.

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A summary of the most exciting recent news in online video in the U.S., U.S.-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US/US-HISPANIC MARKET

Accedo announced that it is partnering with Nokia to deliver best-in-class quality throughout the VR experience by the integrating Nokia’s OZO Player SDK into Accedo’s VR solutions and joint customer projects. This partnership will see both companies offering a bundle of joint offerings and solutions to add value to customers.

Twitter is introducing in-stream video advertisements as the company found that video impressions grew significantly from Q3 to Q4 2016.
To celebrate its ten-year anniversary, SpotX has launched a new web address built around their expanded focus on the total video ecosystem – SpotX.tv., which stands for total video — serving ads on all screens — desktop, mobile and OTT devices.

An insightful, stat-packed quarterly update from Streamlabs compares Twitch and YouTube Live on measures of monthly active streamers and revenue. While Twitch is still where the money is, YouTube Live is growing much, much faster. From October 2016 to March 2017, monthly active streamers have grown 330% for YouTube Live compared to 19% on Twitch. Twitch accounted for nearly 96% of tipping volume for Streamlabs streamers in the past five months, with YouTube making up the rest.

Verizon Digital Media Services said that OTT video providers will need better insight into the engagement their content generates as OTT enters its next stage.

Sprint has released an online video series in collaboration with Onion Labs, the creative services division of Onion Inc., which takes a satirical look at the popularity of Paul Marcarelli – the guy who used to ask if you could “hear me now” with Verizon and who switched to Sprint and appears in Sprint advertising.

Online video ads grew by 24 percent year-over-year (YOY), according to online video monetization company FreeWheel’s Video Monetization Report for Q4 2016.  Among other interesting insight, the report found that both ad views and content views have increased over the previous 24 consecutive quarters.

LATAM MARKET

Buenos Aires, Argentina-based MediaMath has announced the launch of Curated Market, a product that allows advertisers to access the best clients and prospects at scale through high-quality, premium media.

Online video systems provider Brightcove has announced plans to open an office in Mexico City after securing a number of new contracts in Latin America, including Mexican Grupo Televisa, Mexican multimedia group Expansion and Paraguayan news organization Grupo Nacion.

At Teads’s latest event in Campos do Jordan, Brazil, marketers from brands like Heineken, Fiat, and Itaú; agencies like DPZ&T, Africa, DM9, Publicis, and Leo Burnett; and trading desks Affiperf, Tradelab, and Exiber discussed digital advertising. Highlights include that more than half of attendees expected growth between 20% to 30% of programmatic technologies, compared to last year, and that segmentation will be the biggest focus in programmatic video, followed by viewability and completion rates.

A summary of the most exciting recent news in online video and ad tech in the US, US-Hispanic and Latin American markets. If you’re trying to keep up, consider this your one-stop shop.

US-US/HISPANIC MARKET

A new study by GfK’s The Home Technology Monitor™ found that 16% of the viewing population have multiple SVOD (subscription video-on-demand) services in their homes, up from 10% three years ago. “Self-bundling” viewers – those who pay for combinations of Netflix, Amazon Prime, Hulu, and other subscription streaming services – are more likely to have kids under 18 in their homes (50%, versus an average of 41% among all weekly viewers of any type).

Video inventory management platform SpotX and video discovery and distribution platform Vemba have partnered on a product suite that manages the syndication and monetization of premium video content. The solution provides an end-to-end product for content producers and publishers that syndicate video content, from asset and distribution management to monetization via direct and indirect channels.

Get ready for the 2017 Online Video Marketing Guide to be published on October 25, 2016 with the latest stats/projections and intelligence on the Ad-Driven Online Video market (OTT) throughout the Americas. To align your brand with this important annual reference and thought leadership report, please contact Portada’s Sales and Marketing Director Kelley Eberhardt at kelley@portada-online.com.

2btube is officially moving into the kids content space with the launch of 2bkids with Juan Baixeras at the helm. Baixeras has had a 20 year international career in television and media with a particular focus on kids content for the past 4 years at Zinkia (Pocoyo) and Little Smart Planet. It is 2btube’s first effort beyond the Spanish speaking markets with the full support of the 60 strong 2btube team across its offices in Madrid, Miami and Mexico City.

YouTube has announced a new platform for making video ads on the site called YouTube director. People can create the ads on the YouTube Director for Business app or the YouTube Director service on the site. People can take advantage of free help from a GoogleAdWords expert.

According to Parks Associates, over a third of US broadband households watch user-generated video online more than ten days per month, and three-quarters of US broadband households access the content at least once a month.
Genesis Media, a platform that helps brands make advertising decisions based on real-time user attention, announced a strategic outstream video advertising collaboration with GateHouse Media that will be implemented across 217 of GateHouse Media digital news properties.

Alphabet Inc. ‘s Google has acquired digital marketing startup FameBit, whose platform connects brands with content creators on platforms such as YouTube, Facebook, Instagram and Twitter, helping them work together for product placement and promotion.

Conviva, which conducts OTT experience management for media companies, announced that digital sports content and media company Perform Group is using Conviva’s technology to provide global video intelligence for new live sports streaming service DAZN, which uses Conviva Insights to provide in-depth metrics and analytics.

LATAM MARKET

Teads announced the launch of its Programmatic Outstream Video Accreditation Program roadshow in Latin America. The recently-launched programmatic accreditation program trains media buyers with the latest knowledge and training in programmatic outstream video advertising. The accreditation program will now expand into four open interactive workshops in Argentina, Brazil, Mexico and Miami.

predicta-squarelogo-1461587596453Brazilian company and part of e.Bricks‘s portfolio Predicta has announced that it is purchasing Melt DSP to create programmatic and digital solutions hub Predicta Melt. On top of a DSP, the company will offer ad servers, rich media, web intelligence, DMP, website optimisation, ad exchanges, and adsense.

According to new data from VideoViewers, in Brazil, 40% of the time spent watching videos is done in the internet, 42% of the population (85 million people) has the habit of watching videos on the internet, and 82 million people do so in YouTube. Pay TV, on the other hand, was measured to have an audience equal to 37% of the local population. The average time spent watching videos has risen from 30 hours a week to 39.2 hours week in the past two years.

Brazil’s VOD market is expected to reach US$352.m, according to the Motion Picture Association Latin America (MPA-AL), making it the eighth-largest VOD market in the world, and the largest in Latin America, followed by Mexico and Argentina.

As the recent decision of the RNC to reserve US $150 million worth of video ad inventory shows, video will be a major vehicle to convince voters for the upcoming general election in November. With the above fact in mind a roundtable with major players at DSPs, SSPs, and publishers took place in New York City. Below some intelligence provided by the round table participants.

Political Dollars will go into PMP rather than Programmatic Guaranteed

video.david.jonesMichelle DeVine, Programmatic Sales Manager at Vox Media, provided market intelligence and said that a large advertiser expects to put approximately 90% of political video ad dollars to work at PMPs and only 10% into programmatic guaranteed inventory. Programmatic guaranteed inventory, while still bought in a programmatic way, is mostly agreed upon via a direct sales person.  At PMPs (private marketplaces), ad buyers usually bid in a real-time auction, making the process much more competitive for media properties like Vox Media.

Fundraising Campaigns tend to meet KPIs

Dovid Katz, Senior Director, Demand Facilitation at SpotX noted that so far in the election cycle political fundraising campaigns have tended to meet the Key Performance Indicators of these campaigns (funding goals). As the election date comes closer, viewability and completion rates are going to become more important. Katz added that by September he also expects negative political campaigns to be more popular. He also mentioned that repurposing creative for video advertising will not work:“You have to customize your message for each video ad type.” Udi Jacobi, Chief Commercial Officer at Brightcom asserted that using influencers has worked well in some of the political campaigns.

Google and Facebook are at Least 75% of the Video Market

Facebook-Live-VideoParticipants at the round table, sponsored by Brightcom, noted that in the overall digital market approximately 85% of ad-dollars are sold by Google and Facebook. In the digital video market the figure for the remaining “publishers” is perhaps a bit higher (25%) as LinkedIn and other players have a relatively strong video offering.

Higher Growth of the Video Ad Market Hinges on Resolving Latency Issues

The video ad market is growing in leaps and bounds, this year it is expected to rise to US$ 10 billion in the U.S.,  but long video ad load times (latency)  are an obstacle for an even higher growth rate.  Latency refers to a short period of delay (usually measured in milliseconds) between when a video signal enters and when it emerges from the system.
Participants at the round table agreed that still relatively long loading times for video ads are preventing video ad budgets growing even more. Video ad players need to speed up their response times, they concluded.

Hispanics, Very Important

An important Hispanic turnout at the general election and presidential campaign is going to be very  important for Democratic candidates, although the Republican National Committee (RNC) did say that Hispanics will be an important target in their US$ 150 million overall Video Ad Campaign. Javier Chanfreau, CEO of Medula Networks, stressed that targeting capabilities to reach the Hispanic population are a crucial factor in political online video campaigns.

Video Engagement Generally Much Higher than Display

Paulina Tillman, East Lead, Network Publisher Sales, AOL emphasized that video advertising gets much higher engagement rates compared to display. Tillman noted that for a recent campaign the engagement rate was of 1.84%, much higher than display advertising which typically lies around 0.2%.

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