Tag Archives: video advertising blog

Great branded content video from Nike – old, but worth another look

Nike have a great knack of producing great video stories, with their brand at the center, and this video is no different.

I love the Rooney misplaced pass in the final minute that leads to his thoughts of being vilified, before putting in the extra effort to win it back and his thoughts then immediately starts leaning towards his expected hero status!

I am only surprised that the YouTube views don’t seem to have climbed into the millions!

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Bruce Daisley talk at IAB Engage (video)

Great talk from Bruce Daisley of YouTube at the IAB Engage conference.

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Video advertising on mobile up 492% year on year!

The IAB and PwC have released a report on mobile advertising in 2010, and it looks as if pre and post roll advertising is the fasted growing ad-format of all, albeit from a low base.

Mobile video advertising still has many barriers, most notably inconsistent user experienced when streamed over a 3G connection; a lack of measurement and therefore accountability and many publishers are still struggling with the technical aspects of serving mobile pre-roll advertising.

I think that mobile video has the potential to be bigger than fixed-internet video before too long, and it is encouraging to see the signs of that happening in this IAB/ PwC 2010 report.

It would be interesting to see how much Apple’s iPad and other tablet devices have driven this growth in pre-roll advertising.

Snapsot from the report:

Expenditure on Mobile advertising formats. This category is broken down into:

• Banners and text links were up 62% year-on-year to £23.7 million (£14.6m in 2009).
• Tenancies were up 18% year-on-year to £1.7m (£1.4m in 2009) and a market share of 2% (3.8% in 2009).
• Pre- and Post-roll advertising was up 492% year-on-year to £1.1 million, (£0.2m in 2009) and a market share of 1.3% (0.5% in 2009).
• Other formats – including display advertising within SMS / MMS – £1.6 million, up from £1.2 million in 2009, a growth of 32% year-on-year.

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Collective acquires premium online video ad network Web TV Enterprise

Integration expected to speed shift of broadcast ad revenue to online video.

Collective, a full service provider of media and technology solutions for display and video advertising, announced today that it has acquired premium online video advertising network, Web TV Enterprise. The deal, which follows only six months after the Company’s expansion into the UK and just weeks after acquiring video advertising platform Oggifinogi, furthers Collective’s position as a leader in delivering audiences to brand advertisers utilising unified in-banner and in-stream video ad formats.

Web TV Enterprise is the UK’s largest premium online video ad network, representing many of the UK’s leading web publishers and content owners. A pioneer of the VOD (video on-demand) advertising space since 2006, Web TV presents advertisers with the widest range of premium video channels on the web, reaching more than 25 million UK viewers a month.

“Collective is committed to accelerating the shift of broadcast advertising spend online,” said Joe Apprendi, CEO, Collective. “Unlike most video networks, Web TV’s revenues come largely from broadcast media budgets versus smaller digital plans. Our acquisition of Web TV will allow us to tap video’s incredible potential and further strengthen our rapidly expanding capabilities.”

In its Online Video Advertising Market Report based on a survey of UK media buyers, Web TV Enterprise revealed that more than seventy percent expected online video advertising to increase by twenty five percent over the next six months. The research also suggested digital buyers are responding to improvements in audience measurement techniques, which has long been an obstacle for many, as noted by eMarketer which reported 31 percent of UK advertisers said online video ads need better measurement.

Collective also makes available Internet Gross Rating Point (iGRP) reporting for all Collective video, rich media and display campaigns, making the integration a natural extension of Collective’s product suite as the company continues to align its business with meeting brand advertising objectives.
“The promise of online video advertising lies in its ability to allow brand advertisers to engage with their audiences within the most appropriate content environments, where the most impact and opportunity exist,” said Jamie Estrin, Managing Director, Web TV Enterprise. “Collective’s success in combining data, targeting and analytics with the most engaging advertising format available makes this a natural fit for us. Our combined efforts will drive the advancement of online video advertising.”

The deal closed at an undisclosed amount.

About Collective

Founded in 2005, Collective is a full service provider of media and technology solutions for display and video advertising. We help brand advertisers and leading publishers monetize trusted audience data and brand safe ad inventory. Collective’s industry expertise provides a strategic advantage to its clients by leveraging proprietary audience modeling, insights and ad effectiveness metrics. Our flagship products, Collective Display and Collective Video®, are powered by AMP®, our market-tested data and media management platform. Collective is headquartered in New York with offices in Atlanta, Boston, Chicago, Dallas, Detroit, Los Angeles, San Francisco and London. Collective’s investors include Accel Partners®, Greycroft Partners and iNovia Capital. For more information, please visit http://www.collective.com.

About Web TV Enterprise

Web TV Enterprise (www.webtventerprise.com) is the UK’s largest premium online video ad network, representing many of the UK’s leading web publishers and content owners. As a pioneer of the VOD (video on-demand) advertising space since 2006, the company presents advertisers with the widest range of high quality premium video channels on the web, where it places audio-visual advertising. Web TV Enterprise exclusively represents premium content from partners including Sony Music, iVillage, The Independent, E! Online and IPC Media. Over 250 leading advertising brands have run pre-roll campaigns on Web TV Enterprise’s premium video channels including Sony Playstation, COI, Vodafone, L’Oreal, Renault and Unilever.
Founded in 2006 by Jamie Estrin, Web TV Enterprise’s premium video ad network reaches over twenty five million online viewers.

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Five years of video advertising (US)

Found this nice, easy to read infographic on viralblog.com, and although it reports on the US market it is still interesting I think.

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Cisco say in 20 years time you will be able to smell, feel and interact with your TV

Scott Puopolo, Vice President and Global Head of Cisco’s Internet Business Solutions Group has set out his thoughts on how TV will evolve during his keynote speech at the Over-the-Top TV Conference 2011 in San Jose, California.

I found myself baulking at the claims that within 20 years we will be able to smell the cooking taking place in the cooking shows we watch, or feel the breeze in our face when watching a show set on a beach. I think it will take ten years from internet connected TV’s to be fully adopted and used, so this sorcery that Mr Puopolo speaks off sounds fanciful at best. Who am I to argue with Cisco though, it could happen I suppose although the programming production process would be infinitely more complicated if you had to match smells and feelings with sight, sound and motion.

Here is Scott Puopolo being interviewed:

I can totally see the gesstural controls, video calling and interaction taking off more quickly than smellyvsion and breeze-TV, but whatever unfolds it is surely an exciting time for the TV industry!

Imagine the advertising potential? Wake up and smell the coffee, quite literally! Imagine a travel advert for Saint Lucia if you could actually feel the warmth of the sun and the sea breeze while seeing dreamy images? For decades fragrance houses have pumped millions of pounds into TV advertising, when the one sense that really counts for a fragrance (smell) is missing … imagine those fragrance houses being able to get their signature smell out to millions, alongside the branding?

The technology to make this happen is way beyond my understanding, but I’ll take Scott’s word for it because it sounds like the most creative advertising medium that you could possibly imagine!

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Social Eyes allows video chat within Facebook

Video chat is nothing new. The Real Player, Google Talk, Chat Roulette, Face Time on the iPhone 4 and even the very first 3 mobile phones allowed video chat. None of these services have exactly set the world on fire, so at first glance it is easy to see why the naysayers are declaring that Social Eyes will not amount too much.

Social Eyes is a new company, founded by Rob Glaser, the founder of Real Networks, and it allows a very simple integration with your Facebook profile. There is no software download, and signing up literally takes 20 seconds. Simply go to socialeyes.com and press ‘connect with Facebook’
As with all video chat services, Social Eyes requires that friends are on the same platform at the same time in order for the opportunity to chat to present itself. That is where this service will have the biggest advantage for me, because millions of people spend hours a week on Facebook, and so the chance of friends being online at the same time is considerable. You only have to look at how many opportunities there are to text chat with friends online in Facebook to realise that the opportunity is considerable.

The biggest problem with video chat, is that you couldn’t really use it at work. Talking to your PC is probably frowned upon in the workplace, but evening chat at home over a wireless network could well take off. It’s a bit like merging Skype into the huge dwell time platform that is Facebook.

I think it has a really good chance of being the first main stream chat service. All Social Eyes need to do now is work out how to monetise it! If they could build scale, maybe a 10 second pre-roll before each chat session might work. Or maybe in stream banners similar to YouTube.

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