Ad Operations Online » Ad Serving

Ad-Juster Update: Site-Level Data Breakout Feature Available for DFP Premium

Otilia Otlacan — Fri, 14 Jun 2013 08:09:50 +0000

Ad-Juster recently added the capability to break out data by ad unit (aka site and zone) in DFP Premium.

If a digital publisher delivers creatives across multiple sites and need prorated 3rd party impression and click counts broken out at those levels for your customers, both internal and external, then this may be a feature you would be interested in talking to Ad-Juster about.

The upside to breaking this data down by site is that it will allow the system to generate reports that will show delivery counts down to the individual site and zone (or any implementation specific breakout) which is particularly important for networks and inventory resellers that have to turn around campaign revenues back out to partner sites.

Reports at the site/zone level will have 3rd party delivery data pro-rated and distributed across all the site / zones to reduce the manual labor required to make these calculations.

For more information please contact Ad-Juster at sales@ad-juster.com.

Full story at: http://www.ad-juster.com/news/?p=376

OpenX Selected by Gartner for Cool Vendors in Media, 2013 Report

Otilia Otlacan — Mon, 27 May 2013 14:00:32 +0000

Recognition Cites OpenX’s Innovative Technology Solutions for Digital Media Companies as Key Rationale for Selection

LOS ANGELES - OpenX Technologies, Inc. (OpenX), a global leader in digital and mobile advertising technology, announced that it has been selected for inclusion in the Cool Vendors in Media, 2013 research report published by Gartner, Inc. (NYSE: IT) (Gartner), the world’s leading information technology research and advisory company. Gartner publishes approximately 75 reports annually covering key technology areas; the Cool Vendors in Media, 2013report specifically highlights vendors in media that provide both financial power to content owners and value and appeal to consumers. OpenX was selected as an innovative vendor based on its digital monetization platform that enables digital media companies to maximize revenue across multiple screens. In particular, the report cites Revenue Intelligence, OpenX’s new and unique combination of ad monetization and content optimization, as a key factor in the selection and as an innovation that clearly distinguishes the Company from others in the space.

“We are delighted to receive this very prestigious recognition from Gartner”

Gartner analysts Andrew Frank, Allen Weiner and Mike McGuire note in the report’s introductory Key Findings section that, “[a]s the market for creating digital content matures, publishers… are searching for new revenue streams that can provide balance to existing advertising and subscription models. Advertisers have been attracted to real-time platforms and programmatic bidding methods because they offer granular control over precision targeting and pricing.” Through its global Real-Time Bidding platform that includes a digital ad exchange, yield optimization, and ad serving technology, OpenX was among the earliest proponents of programmatic trading and is now one of its leading providers.

In further detailing the rationale for OpenX’s inclusion beyond its programmatic trading expertise and the launch of Revenue Intelligence, Gartner recognized the Company’s key investors and global expansion. Over the past twelve months OpenX has achieved a number of major milestones on both of those fronts. In February 2013, OpenX closed its Series E funding round led by Samsung Venture Investment Corporation, which was joined as a new investor by Dentsu Inc. digital subsidiary, cyber communications, inc. During 2012, OpenX acquired two companies with pioneering technology, Supply Side Platform LiftDNA and content valuation platform JumpTime. OpenX also moved aggressively into the mobile space by entering into partnership with Samsung Electronics to create Samsung AdHub Market, the first mobile private exchange formed by one of the world’s leading digital device manufacturers.

Among highlights from the report:

“For publishers to survive and thrive…, they’ll need breakthroughs in their ability to optimize the value of content investments. That’s where OpenX’s patented value calculation algorithm comes in. By bridging the gap between content and advertising, publishers can assess and optimize their revenue picture – and their reader experience – at a unique level of precision.”¹
“OpenX launches these new capabilities [Revenue Intelligence] from a position of strength, having leveraged its early success through strategic acquisitions, investor support and global expansion in partnerships with regional providers. Its revenue growth and broad base of customers position it to be an innovative force in the evolution of digital publishing monetization.”²

“We are delighted to receive this very prestigious recognition from Gartner,” said Tim Cadogan, chief executive officer, OpenX. “We’re particularly pleased that Gartner appreciates the breadth and depth with which we’re innovating and bringing to market groundbreaking products such as Revenue Intelligence. We plan to continue to accelerate our rate of innovation, all in pursuit of our goal of unleashing the full economic potential of digital media companies across all screens.”

For Gartner clients who would like to access the full Cool Vendors in Media, 2013 report, please visit: http://www.gartner.com/document/2465215 (Gartner access required)

¹ Gartner, Cool Vendors in Media, 2013, p. 4
² Ibid.

About OpenX

OpenX is a global leader in digital and mobile advertising technology focused on unleashing the full economic potential of digital media companies. OpenX solutions provide a unique Software as a Service platform by combining ad serving, an ad exchange, a Supply Side Platform and content valuation.

OpenX Technologies, Inc., a wholly owned subsidiary of OpenX Software Ltd., is based in Los Angeles and is backed by leading investors including Accel Partners, Index Ventures, SAP Ventures and Samsung Venture Investment Corporation.

For more information, please visit: www.openx.com

OpenX is a trademark of OpenX Limited.

About Gartner

Gartner, Inc. (NYSE: IT) is the world’s leading information technology research and advisory company. We deliver the technology-related insight necessary for our clients to make the right decisions, every day. From CIOs and senior IT leaders in corporations and government agencies, to business leaders in high-tech and telecom enterprises and professional services firms, to technology investors, we are the valuable partner to clients in 12,400 distinct organizations. Through the resources of Gartner Research, Gartner Executive Programs, Gartner Consulting and Gartner Events, we work with every client to research, analyze and interpret the business of IT within the context of their individual role. Founded in 1979, Gartner is headquartered in Stamford, Connecticut, U.S.A., and has 5,300 associates, including 1,280 research analysts and consultants, and clients in 85 countries.

For more information, email info@gartner.com or visit gartner.com.

Univision Begins Rolling out RAMP for Content Search

Otilia Otlacan — Mon, 20 May 2013 14:00:00 +0000

Integrated search across all content types – video, audio, text and image – drives enhanced navigation and user engagement across 96 Univision online properties

BOSTON - RAMP, the industry’s leading provider of next-generation video and search experiences for major online media publishers, announced that Univision Communications Inc. has selected RAMP to deliver search across 96 Univision web and mobile properties. Univision began its rollout last week.

“The ability to present the right content to the right user is a critical component of maximizing the value of premium content across a network of sites.”

RAMP’s award-winning universal search solution enables users to easily and quickly find all relevant content on the site across all formats – video, audio, text and image. RAMP’s topic page publishing solution identifies and publishes thousands of user-friendly and SEO-friendly topic pages for easy navigation across Univision’s content collection.

“Given the footprint of Univision’s digital properties, we needed to identify a solution that could scale to our requirements while being easy to build, launch, and maintain,” said Kevin Conroy, president, Digital & Enterprise Development, Univision Communications Inc. “RAMP allows our Univision content to be easy to find and discover while helping us deliver on our ROI.”

RAMP’s MediaCloud platform continuously ingests all of Univision’s content and creates rich metadata, including time-coded transcripts and tags for video content, and automated tagging and indexing of text and image content. This indexed content is then deployed across all of Univision’s online properties using RAMP’s template search results pages, which also include searches for specialty Univision content types such as recipes and featured keywords.

“RAMP’s Universal Search solution is unmatched in the market in terms of delivering a comprehensive search experience for major media companies like Univision,” said Tom Wilde, CEO, RAMP. “The ability to present the right content to the right user is a critical component of maximizing the value of premium content across a network of sites.”

About RAMP

RAMP has developed the next generation of search & video experiences to make video more valuable. Using RAMP, clients are able to fully leverage the value of all of their video content by driving increased discovery across search and social sites, enhancing user engagement through dynamic search and publishing solutions, and maximizing revenue through sophisticated advertising capabilities.

Leading media companies and enterprises using RAMP include Thomson Reuters, FOXNews, ABCNews, NBC, Dow Jones, Meredith, Citibank, and others. For more information visit RAMP.com, or contact us at info@RAMP.com.

Celtra’s AdCreator Platform Now Supports All Five IAB Mobile Rising Stars Formats

Otilia Otlacan — Fri, 10 May 2013 14:00:11 +0000

CAMBRIDGE, MA - Celtra Inc., the industry leader for rich media mobile ad serving and analytics, today released all five of the Interactive Advertising Bureau (IAB) Mobile Rising Stars into its award-winning AdCreator 3 platform. Celtra has also certified these formats across a wide range of publishers and ad networks.

Celtra tailored its Rising Stars offering to provide as robust an experience possible within the IAB guidelines. Focusing on the Slider and Pull as flagship formats, Celtra added a breadth of richness to these two formats that make them unique to the AdCreator 3 platform.

“Advertisers and publishers now have the ability to take advantage of these new Rising Stars ad formats from our AdCreator platform,” said Mihael Mikek, Co-funder and CEO at Celtra. ”Celtra’s Rising Stars deliver highly engaging ads that leave users with a positive brand experience.”

Celtra’s Mobile Rising Stars are comprised of the following formats:

Pull - Vertically pulls a full screen ad experience over the publisher content
Slider - Slide banner to show or close ad
Sticky Banner - Dynamically locks to designated area
Filmstrip - Multi-panel, scrollable vertical or horizontal ad
Full Page Flex - Full screen experience that accommodates both portrait and landscape orientation

“The Mobile Rising Stars are designed to provide brand marketers with engaging mobile canvasses as scale,” says Peter Minnium, head of Brand Initiatives at IAB. ”Given the complexity of the mobile ecosystem, naming standards is just half the challenge — enabling these across mobile devices and publishers is an equally important task. Celtra’s support of these units in its platform will greatly ease that challenge for its broad list of clients.”

Celtra’s Rising Stars ad formats support a full set of AdCreator features, such as video, animation, location based features, gaming features and social media features. Complete media and engagement analytics is available for all new formats.

To learn more about Celtra’s support of the IAB Mobile Rising Stars formats, please watch this video or visit the Celtra blog. For more information about the IAB Mobile Rising Stars, please visit www.iab.net/risingstarsmobile.

About Celtra Inc.

Celtra Inc. is the global leader for rich media mobile ad serving and analytics. Celtra’s AdCreator 3 platform, which is used by world’s leading agencies, publishers and networks in more than 18 countries, is the only complete, SDK and ad server agnostic platform for rich media mobile advertising. Celtra’s unparalleled HTML5 ad products are designed to provide the best user experience, performance and reliability on distinctive mobile platforms with one single ad unit. For more information, visit Celtra at www.celtra.com or @CeltraMobile on Twitter.

Celtra is headquartered in Cambridge (MA), with offices in New York City, San Francisco, Los Angeles, Chicago, London (UK), and Ljubljana (SI).

TargetSpot Drives Digital Audio Advertising for Microsoft Music Service

Otilia Otlacan — Mon, 22 Apr 2013 16:00:11 +0000

Leading Digital Audio Ad Network to Provide Advertising Solution for Xbox Music from Microsoft

NEW YORK – TargetSpot, the largest Digital Audio advertising network, announced that it will deliver in-stream audio advertising for the Xbox Music® service from Microsoft Corp®. Xbox Music is an all-in-one music service that allows users to discover, buy, and stream music on popular devices. The service is available on Xbox 360® video game and entertainment consoles, Windows 8® and Windows RT® tablets and PC’s, as well as Windows Phone 8® devices.

“We are thrilled to add Microsoft’s Xbox Music service to our expansive network to allow our advertisers to reach even more of their target audiences.”

TargetSpot will serve audio ads across all Windows 8 and Windows RT devices where Xbox Music free streaming service is available, providing a comprehensive monetization solution for Microsoft’s music content. Microsoft will leverage TargetSpot’s ad insertion technology to deliver highly targeted and relevant advertising to its listeners.

According to TargetSpot’s research, connected devices such as tablets and smartphones are facilitating access to content and leading to increased Digital Audio listening. Additionally, TargetSpot’s research shows that already, more than one-third of Internet Radio listeners regularly tune in to Digital Audio on a connected TV device.* With Xbox Music, Microsoft is at the forefront of streaming music innovation, providing massive access and reach across its powerful content platform.

“Our research shows that Digital Audio listeners consume their content across multiple music services and across multiple devices,” said Eyal Goldwerger, CEO of TargetSpot. “We are thrilled to add Microsoft’s Xbox Music service to our expansive network to allow our advertisers to reach even more of their target audiences.”

TargetSpot’s Internet Radio advertising network now includes more than 85 radio groups and pureplay online music providers, with thousands of music, talk, news and sports channels. Using the TargetSpot network, advertisers can target Internet Radio listeners based upon a variety of factors, including geography down to the zip code level, time of day and personal listening preferences.

*All statistics from “TargetSpot Digital Audio Benchmark and Trend Study, 2012”

About TargetSpot

TargetSpot is the largest Digital Audio advertising network. TargetSpot connects top national brands, regional, and local advertisers to highly engaged internet and mobile audiences. Advertisers work with TargetSpot’s team or use its self-service platform to create rich media campaigns delivering high-impact audio, display and pre-roll video advertising across thousands of online properties. TargetSpot advertisers can target consumers by demographics, listening preferences, and geography down to zip code level; while benefitting from real time reporting and analytics. TargetSpot has more than 85 distribution partners, including CBS RADIO, ABC News Radio, Univision, Entercom, Live 365, and Slacker. TargetSpot is based in New York City. For more information, please visit www.targetspot.com.

Broadcast Interactive Media Signs Belo Corp. to Multiyear Renewal

Otilia Otlacan — Tue, 09 Apr 2013 16:00:08 +0000

Mobile video, native ads, Live Stream closed captioning give broadcaster an edge in attracting online viewers

MADISON, WI - Broadcast Interactive Media (BIM), whose evolving suite of Web, video, and mobile publishing tools help increase client revenues by attracting more traffic and improving ad delivery, today announced that Dallas-based media company Belo Corp. (NYSE: BLC) has signed a multiyear renewal agreement with BIM.

A long-standing partner of BIM, Belo Corp. has a focused strategy for extending its core franchises to new media and audiences, operating more than 25 Web sites, interactive alliances and partnerships, and a broad range of Internet-based products and services.

Belo has eight of the top 50 most visited local television-affiliated websites in the U.S., according to 2012 fourth quarter comScore Ratings. In each of their communities, Belo’s Web sites strive to be the premier online source for continually updated news and unmatched local coverage.

“Our Belo sites have experienced strong user engagement over the past few years, and have sustained or increased the extent of their top ranking among local media sites in their respective markets,” said Joe D. Weir, Belo’s Vice President/Digital. “This is a result of the ongoing efforts of our corporate and station team members, and the flexibility and creative controls the BIM platform gives our developers. We are proud of the results and are glad to have BIM as a trusted partner to support our efforts.”

“The renewal is an affirmation of the power and versatility of BIM’s products, as well as our consistently top-flight service,” said Timur Yarnall, BIM co-founder and CEO. “Belo has a well-known philosophy of constant innovation on their web and mobile efforts, and we’re pleased that their development and sales teams chose to continue growing on our platforms.”

Belo’s sites feature high-quality, flexible video delivered through the BIMvid platform, and closed captioning support for much of the Company’s live and archived video content, to comply with FCC regulations. Belo will also continue to utilize key services that BIM has incorporated into its industry solutions, including the BIMLocal Ad Optimization Platform, which helps broadcasters maximize revenue with national ad placements.

BIM also offers Belo the ability to alternate homepage layouts at a moment’s notice, critical in delivering video and information in emergency situations. “For example, in the event of severe weather such as a hurricane, Belo station WWL-TV in New Orleans can instantly switch its homepage to a pre-built layout for hurricane-related news,” said Belo’s Kelly Nitsche, Belo’s Senior Director/Digital Operations. Kelly added, “With that level of flexibility our users know that they are always getting timely, relevant information from our sites.”

Broadcast Interactive Media (BIM) (www.broadcast-interactive.com) is a leading digital ad network and data services provider of revenue and technical solutions to online publishers and remains a trusted resource for hundreds of local broadcasters and media sites worldwide. Core products are the BIMLocal Digital Network, BIMvid video CMS, MediaStar Suite of program scheduling tools, and TitanTV.com Guide Data Services. Customers include ABC, Belo Corp., Capitol Broadcasting, CBS Television, Fox Television, Gannett Broadcasting, Hearst-Argyle, NBC Owned Television Stations, Scripps-Howard, and the Telemundo Station Group. BIM is based in Madison, WI, with offices in New York City, San Francisco, Cedar Rapids, IA, and Austin, TX.

Video Player Targeting Capabilities Enhance YuMe’s Scalable Video Ad Management Software YuMe for Publishers

Otilia Otlacan — Tue, 09 Apr 2013 15:00:13 +0000

New Capabilities for YuMe’s YFP Pro Platform Bring Advanced Inventory Segmentation and Reporting

REDWOOD CITY, CA – YuMe, a leading independent provider of digital video brand advertising solutions, is now offering player targeting and reporting capabilities on its publisher platform across all screens. This update brings elements of the YuMe Placement Quality Index (PQI) algorithm to publishers for the first time, enabling them to better segment their own inventory based on the features of their video players and tune their offerings to advertiser needs.

Since 2011 YuMe has utilized factors such as player size to identify the most valuable and best matched impressions for advertiser campaigns. YuMe has now extended this Connected Audience Network targeting capability to existing and prospective publishers using YFP Pro. By matching player size, player location, and player visibility against direct sold campaigns, publishers can now better pair their offerings with advertiser needs based on individual publisher goals.

Advanced reporting capabilities on the same attributes help publishers better understand their inventory and the options they can make available as part of their direct sold and remnant monetization strategies. This is why YuMe has now enhanced its publisher platform with an expanded set of player targeting and reporting capabilities, based on three parameters:

Size: offers a quick and simple way to separate out classes of inventory to yield higher net revenue.

Visibility: guarantees that the player is in the active view to maximize advertiser satisfaction.

Location: enables ability to command higher CPMs based off of a more targeted page location.

“YuMe is committed to continually raising the bar in ad serving and driving success for our publisher partners,” said Simon Hayhurst, SVP Product at YuMe “By bringing our expertise and insights from running the Connected Audience Network to our publishers we’re increasing their differentiation in a crowded marketplace, enabling them to better serve their advertisers with direct sold campaigns.”

YuMe has seen PQI-optimized video advertising campaigns realize an average 15 percent lift in video completion rates and an average 30 percent lift in interaction rates versus YuMe category benchmarks. We anticipate YFP Pro publishers will see the same high metrics and brand lift for their advertisers with the new player targeting capabilities.

Slacker, the most complete digital music service, leverages the YFP Pro platform for both ad monetization and ad serving. “Slacker features a diverse, highly dynamic ad inventory, and we’re constantly exploring innovative ways to refine and customize every campaign,” said Elgin Kim, Head of Mobile Advertising at Slacker. “The new targeting capabilities in YFP are one of the tools that help Slacker better serve our advertisers in our direct sales efforts.”

YuMe for Publishers is the most comprehensive platform for publishers to manage and monetize their inventory across screens. For more information on player targeting and YFP, visit yume.com/YFP or contact publishers@yume.com

About YuMe
YuMe is a leading independent provider of digital video brand advertising solutions. Its proprietary data-science driven technologies and large audience footprint drive inventory monetization and enable advertisers to reach targeted, brand receptive audiences across a wide range of Internet-connected devices. Designed to serve the specific needs of brand advertising, YuMe’s technology platform simplifies the complexities associated with delivering effective digital video advertising campaigns in today’s highly-fragmented market. YuMe is a privately held company headquartered in Redwood City, CA with European headquarters in London and eight additional offices worldwide. The company is backed by Accel Partners, BV Capital, DAG Ventures, Intel Capital, Khosla Ventures, Menlo Ventures, Samsung Ventures, Translink Capital and WestSummit Capital. For more information, visit www.YuMe.com/pr, follow @YuMeUK and like YuMe on Facebook.

YuMe, Connected Audience Network, PQI and Placement Quality Index are trademarks of YuMe. All other brands, products or service names are or may be trademarks or service marks of their respective owners.

DSNR Media Group Selects Amobee to Scale Mobile Advertising Services Globally

Otilia Otlacan — Tue, 09 Apr 2013 07:00:28 +0000

DMG to use Amobee PULSE to monetize mobile advertising inventory for publishers and ad networks worldwide

RA’ANANA, Israel and REDWOOD CITY, California – Amobee, the global leader defining mobile advertising, and DMG (DSNR Media Group), a global ad network and provider of digital advertising solutions for online, mobile, and social, today announce their partnership to provide ad serving and mediation services to DMG’s 500+ mobile publishers and ad networks worldwide, using Amobee PULSE.

DMG selected Amobee PULSE to continue its leadership as a performance-based mobile ad network. Amobee PULSE is the only platform that provides mobile advertising solutions for operators, publishers and ad networks on a global scale. Amobee PULSE enables DMG to derive the highest ROI by offering data-rich mobile ad inventory to advertisers, with highly customized integration options and in-depth reporting.

“DMG’s fast-growing mobile ad network required a state-of-the-art, robust mobile ad platform to monetize its massive supply of mobile inventory on a global scale,” said Shalom Berkovitz, CEO of DSNR Media Group. “Amobee PULSE was a natural choice to complete our mobile ad network optimization layer, enabling advertisers to enhance their targeting selections to reach the right consumer, in the right place, at the right time.”

“Large, global ad networks like DMG require state-of-the-art ad serving capabilities that provide full control and optimization of mobile advertising campaigns,” said Mark Strecker, COO of Amobee. “With Amobee PULSE, DMG will be able to leverage the platform’s unique ability to integrate mobile operator and publisher data to enable more effective targeting. The entire mobile advertising ecosystem will benefit from this partnership.”

About DMG

DMG is a global digital advertising network serving advertisers, agencies and publishers. DMG offers a full cross-platform solution, in display, mobile and social. Operating in 195 countries with over 50 billion impressions monthly, DMG reaches over 300 million unique users and delivers hundreds of thousands of campaign conversions every month. Powered by its proprietary Traffiliate™ platform, a post click optimization solution, DMG utilizes its unique optimization methodologies and technologies, to deliver performance-based campaigns with outstanding ROI.

For more information, visit www.dsnrmg.com.

DG Announces Significant Advancement in Multiscreen Ad Management

Otilia Otlacan — Fri, 05 Apr 2013 15:00:31 +0000

Advertisers to benefit from HTML5 and video creation tools

New York, NY – DG (NASDAQ: DGIT), the world’s leading multiscreen ad management company, announced today that advertisers will now be able to use advanced technology to manage multiscreen campaigns on the DG MediaMind platform including mobile, video and desktop, supporting both Flash and HTML5.

Among the newly introduced features are MediaMind HTML5 Factory, an integrated authoring tool for HTML5 Rich Media ads, and MediaMind Video Ad Designer, a WYSIWYG tool made to assemble interactive video ads (VPAID) that are compliant with DG’s IAB award-winning AdAPPter format. The powerful combination not only makes for scalable multiscreen executions but does so without compromising the creative flexibility synonymous with the MediaMind Rich Media offering.

”The proliferation of screens and video is changing the advertising landscape at a rapid pace.” says Ricky Liversidge, chief marketing officer at DG. “This latest MediaMind platform release maximizes advertisers’ opportunities to reach and establish a strong connection with consumers. DG is committed to providing advanced, scalable and effective technology that enables engagement across screens and in a converged video landscape.”

Also featured in this product release are enhancements to DG’s Analytics product surrounding video metrics as well as significant additions to Smart Versioning, DG’s market-leading dynamic creative optimization (DCO) solution. Staying true to its heritage as a provider of scalable advertising through technology, DG continues with this release to integrate its various tools to enable a smooth campaign process from creative production all the way to ad delivery, measurement and optimization.

About DG

DG (NASDAQ: DGIT) is the leading global multiscreen advertising management and distribution platform, fueling campaign management across TV, online, mobile and beyond. Through a combination of technology and services, DG empowers brands and advertisers to work faster, smarter and more competitively. Boasting the world’s largest hybrid satellite and internet network for broadcast video delivery, the company’s unparalleled campaign management encompasses multiscreen ad delivery, cross-channel research and analytics, and unified asset management. The DG product portfolio consists of two overarching product lines for online and video campaign management: MediaMind and VideoFusion.

With New York as a center of operations, DG is a global company that connects over 14,000 advertisers and 7,400 agencies worldwide with their targeted audiences through an expansive network of over 50,000 media destinations across TV broadcast and digital advertising in 78 countries, managing approximately ten percent of the world’s media assets. For more information, visit http://www.dgit.com .

AdCreator Now Brings Video Ad Content Into Focus

Otilia Otlacan — Fri, 05 Apr 2013 14:00:09 +0000

Precisely Measures Viewer Engagement and Consumption of Video Content in Mobile Rich Media Ads

CAMBRIDGE, MA - Celtra Inc., the industry leader for rich media mobile ad serving and analytics, announced that AdCreator, Celtra’s rich media ad production, delivery and analytics platform, now incorporates precise video reporting to measure interaction with video incorporated into rich media ads. Video has become one of mobile advertising’s most popular features — nearly 50 percent of all videos initiated within rich media ads are watched all the way through.

The new AdCreator video analytics capabilities consolidate video metrics into a single view to give advertisers an accurate understanding of a video’s effectiveness by measuring total video consumption, average video play time and video attention span. Additionally, the video reporting breakdown includes ad placements, mobile devices and mobile platforms — offering advertisers an overview of the performance of video content across the publisher’s entire ecosystem.

“Advertisers are keen to know which parts of their videos are the most interesting to viewers and conversely, where any drop-off happens,” said Matevz Klanjsek, Co-Founder and Chief Product Officer of Celtra. “Our new video analytics offer the most granular video attention span reporting. Results can be presented by quartiles or by viewing time, right down to the second. This reporting gives advertisers comprehensive insights into the value of video content as a part of entire mobile ad experience.”

“Mobile video is a powerful way for brands to reach and engage consumers, and leveraging detailed analytics is a critical part of the process,” said Marcus Startzel, General Manager of North America, Millennial Media. “Celtra is a great partner of ours, and they are helping us work with brands to execute on the tremendous opportunities in mobile advertising.”

Celtra takes a closer look at video consumption

Celtra examined over 150 videos used on ads running in Q4 2012. The selected sample included a balanced mix of different video types — movie trailers, TV commercials and product presentations. More than 730,000 people viewed these videos, allowing Celtra to capture valuable data surrounding video content consumption. Some remarkable findings of the study include:

· Video is most popular ad feature - 43% of ads have video

· Video length - 80% of videos are shorter than 1 minute; 46% shorter than 30 seconds, average video length is 45 seconds

· Videos encourage more engagement - 14.4% of viewers interacted with the ad by playing the video, up 50% compared to Q3

· Video offers exceptional completion rate - Nearly 1/2 of all viewers (47.8%) watched the entire video

· Genesis of videos - most still produced for other media; TV commercials & movie trailers prevail

· Average play time across all videos - 28 seconds; 62% of total video length

“Advances in mobile video measurement metrics ultimately improve OMD’s ability to educate brands on the value of mobile marketing solutions,” said Joao Machado, Director of Mobile, OMD. “More measurement increases the clients’ comfort level, which means a greater willingness to invest in mobile. Agencies are developing multi-screen video strategies and advances in metrics helps fill a void that may have been a barrier to entry.”

“As video continues to be the most popular and consumable content in mobile rich media ads, advertisers are starting to produce videos exclusively for mobile consumption,” said Klanjsek.

“Such videos consistently out-perform content produced for other channels and used in mobile ads, such as TV commercials, and can reach completion rates north of 80%. Interestingly, the length of the video doesn’t have a significant effect on the performance as users typically drop off in the first couple of seconds or tend to watch the video until the end if it proves interesting enough. Quality of the content is essential and we expect to see many more videos produced specifically for mobile advertising in the future.”

About Celtra Inc.
Celtra Inc. is the global leader for rich media mobile ad serving and analytics. Celtra’s AdCreator 3 platform, which is used by world’s leading agencies, publishers and networks in more than 18 countries, is the only complete, SDK and ad server agnostic platform for rich media mobile advertising. Celtra’s unparalleled HTML5 ad products are designed to provide the best user experience, performance and reliability on distinctive mobile platforms with one single ad unit. For more information, visit Celtra at www.celtra.com or @CeltraMobile on Twitter.

Celtra is headquartered in Cambridge (MA), with offices in New York City, San Francisco, Los Angeles, Chicago, London (UK), and Ljubljana (SI).

Ad Operations Online » Ad Serving

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