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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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Online video advertising market sees revenues triple in 2010

Press release from Web TV:

Online video advertising experienced substantial growth last year, seeing revenues more than triple, according to Web TV Enterprise.

The UK’s largest premium video ad network has reported revenue growth of 244% for 2010 against 2009. The company has also announced record year-on-year growth in Q4 2010, with sales up 162% compared to the same period in 2009.

During 2010, Web TV Enterprise ran more than 400 campaigns on its network of premium video channels for 154 different advertisers. Of these, 118 ran online video campaigns for the first time.

Entertainment, telecoms and FMCG companies spent the most on VOD advertising in 2010, Web TV Enterprise found.

“2010 was a landmark year, not just for us but for the whole industry,” said Jamie Estrin, founder and Managing Director of Web TV Enterprise. “The campaigns running on our network now cover the full spectrum of TV advertising categories, from automotive to leisure, proving that online video is now a major media channel in the UK.”
In March, Web TV Enterprise is due to publish its fourth bi-annual report which reflects the views of the UK’s online video media buyers. Its third report, published in September last year found that growth in online video advertising spend was being driven by delivering incremental reach to advertisers’ TV campaigns.

“For the first half of 2010 alone, online video advertising spend grew rapidly to hit £21million in the UK (IAB / PwC AdSpend Study H1 2010),” said Jack Wallington, Head of Industry Programmes at the IAB. “Within the IAB Video Council – a committee of the UK’s leading senior online video experts – there are unparalleled levels of excitement as companies across the industry are reporting explosive investment in online video as advertisers are now seeing online’s incredible brand building abilities first hand.”

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Web TV Enterprise appoints LiveRail as ad serving partner

Web TV Enterprise appoints LiveRail as ad serving partner as demand for online video grows

Web TV Enterprise, the UK’s largest premium advertising video network, has appointed LiveRail as its new ad serving partner. This will enable Web TV Enterprise to offer its advertisers advanced targeting across its network and a range of new video ad formats.

“This solution will enable us to enhance our current offering with greater targeting capability across multiple publishers, audiences and against premium content,” said Jamie Estrin, managing director of Web TV Enterprise. “The partnership with LiveRail will also allow us to become VAST and VPAID compatible, enabling publishers to host new video ad formats.”

VAST (Video Ad Serving Template) and VPAID (Video Player-Ad Interface Definition) are a set of technical standards governed by the IAB to allow a cohesive online advertising industry. “The demand for video is growing at an exponential rate,” said Mark Trefgarne, CEO of LiveRail. “We’re confident that the partnership of the UK’s largest video network with the industry’s leading video ad technology will provide an unbeatable opportunity for both video publishers and advertisers.”

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