Ad Operations Online » Mid-roll Ads

Mid-roll Video Ads Have Highest Completion Rates According to VINDICO Online Video Ad Study

Otilia Otlacan — Mon, 17 Oct 2011 10:00:23 +0000

Advertisers see 93% completion rates for mid-roll video ads in long-form content.

New York, NY – According to a new study by VINDICO, the leading online video ad management platform, mid-roll video ads offer advertisers higher performance than pre-roll or post-roll video ads within long-form video environments. VINDICO analyzed millions of video ad impressions within the consumer and packaged goods category delivered by VINDICO over the past 12 months to identify viewing trends and help marketers set benchmarks for advertising success.

VINDICO’s data revealed that mid-roll ad placements in the study worked better than pre- or post-roll ads: 93 percent of mid-roll video ads were viewed in their entirety, compared with only 83 percent completion of post-roll video ads and 85 percent completion of pre-roll video ads. Pre- and post-roll ads are attached to most ad-supported content regardless of length, whereas mid-roll ad placements are typically found only in longer-form online content, such as in the middle of a TV program or movie.

“The industry has grown accustomed to predominantly using pre-roll ads as the main vehicle for delivering brand messages via video,” said Matt Timothy, president of VINDICO. “However, our data shows that online viewers may respond better to mid-roll ads particularly because they are delivered within ‘full meal’ video environments as opposed to ‘snacking’ opportunities, such as a movie trailer or video clip. As a result, mid-roll within episodic content where the viewer is invested in watching the full video event tends to offer higher completion rates. Advertisers should consider giving more emphasis to mid-roll when developing their video media plans.”

The study also revealed that many video ad campaigns that run in long-form environments lack sufficient labeling of pod position, suggesting there is a huge opportunity to further understand online viewing behavior.

“There is a tremendous opportunity for marketers and publishers to better understand not only which pod placements work best, such as pre-roll or post-roll, but also the frequency and timing of such video ad placements within each piece of content,” Timothy added.

Serving almost 40 percent of all online video ads, VINDICO provides advertisers and leading agency groups such GroupM, Havas, IPG, Publicis and Omnicom the easiest way to buy, serve and track all online video ad campaigns with a single video ad management platform. A market leader, VINDICO delivered more than 15.7 billion video ad impressions over the last 12 months, including five billion video ads in Q2 2011, up from 1.8 billion in Q2 2010.

About VINDICO
As the first ad management platform dedicated exclusively to video, VINDICO allows advertisers to buy, serve, track and measure all of their online video ad activity. Since 2006, VINDICO has been the gold standard in online video platforms, providing standardized reporting and analytics for the online video industry. The power of online video isn’t just the audiences it reaches and how it reaches them. Its strength also derives from its ability to track an ad campaign and precisely measure the campaign’s effectiveness. For more information, please visit http://www.vindicogroup.com. For insights into the dynamic landscape of online video advertising, follow VINDICO on Twitter: http://twitter.com/VINDICO_Group.

GoldSpot Media Introduces the Industry’s first iPhone and iPad Video Advertising Solution

Otilia Otlacan — Wed, 17 Mar 2010 07:30:38 +0000

Enhanced iPad SDK Delivers Unprecedented Flexibility to Publishers

SUNNYVALE, Calif. – GoldSpot Media Inc., a leader in interactive mobile media solutions, released an enhanced version of its mobile advertising client SDK, miAPI, to support iPad applications. With a simple, easy-to-use interface, the miAPI client SDK offers developers a single video advertising monetization solution across the Apple family of devices such as the iPhone, iPad and iPod Touch, as well as Android, RIM, Symbian S60, J2ME and BREW.

High-quality video ads for iPad, other Apple devices

GoldSpot Media’s miAPI client SDK provides publishers with the flexibility to render video ads anywhere, in any size on the mobile device screen, and in various formats: Full Screen, Split Screen, Overlays and Partial Screen. The enhancement also extends to the company’s mobile advertising campaign creation tool, miSpot, enabling publishers to run the same interactive video ad campaign on the iPad in partial screen mode, in lieu of a Flash video ad, as a full screen video ad on iPhones at app startup, and as a one-third overlay video ad on iPod Touch devices during app consumption.

“The iPad has generated strong interest from consumers and created new opportunities for publishers to reach their targeted audience,” said Srini Dharmaji, Founder & CEO of GoldSpot Media. “GoldSpot Media enables publishers to immediately monetize their apps and content with the most compelling and high-quality video ad experiences possible on the iPad as well as other Apple devices — regardless of the network coverage or bandwidth.”

Delivering Flash-Like Experiences for iPad, iPhone, iPod Touch

Since Flash is not available on Apple mobile devices, the publisher community is still seeking effective alternatives to monetize their web content. To address these issues, GoldSpot Media developed the miSpot video advertising solution, enabling publishers to deliver a user-experience comparable to the interactive advertising power of Flash on PCs today, without requiring on-device Adobe technology.

A video demo of GoldSpot Media’s advertising technology in use on the iPhone and iPad can be viewed at this link: http://goldspotmedia.com/demo.php.

About GoldSpot Media

Consistency is the tipping point in mobile. A consistent interactive user experience across all mobile devices is critical for mass-market adoption of content applications. GoldSpot Media is committed to providing this consistency with ease, using its interactive mobile media solutions to create the optimal interactive user experience that benefits the entire mobile ecosystem. Mobile operators, content publishers and advertisers rely on GoldSpot Media to help them create and deliver the most impactful D2C experience across all mobile devices. The company’s unique, innovative, client-server mobile solutions, miSpot and miApp, are based on an intellectual property platform that includes scores of patents pending in the areas of mobile ad distribution, insertion, storage, interactivity, reporting and mobile application creation and deployment. The company is headquartered in Sunnyvale, Calif., with an R&D center in Bangalore, India. For more information, visit www.goldspotmedia.com.

Adconion Launches Suite of Online Video Products with Joost Video Network

Otilia Otlacan — Thu, 11 Mar 2010 07:30:00 +0000

Provides complete online video advertising solutions with reach and quality of a portal combined with the scale and efficiency of a network

SANTA MONICA, Calif. – Adconion Media Group (www.adconion.com), the largest independent global audience and content network, introduced the Joost Video Network, a complete suite of online video advertising products and services. The Joost Video Network will provide agencies and brand marketers with global in-banner and in-stream video advertising capabilities, including pre-, mid- and post-roll video advertisements, with expert targeting and scale.

“As consumers continue to spend more time online – and more time watching video online – agencies and brand marketers have more opportunities to use the power of video advertising to build brand awareness online,” said Nick Higgins, director of global video, Adconion. “With the Joost Video Network, agencies and marketers can design targeted campaigns that run exclusively against premium content on premium sites, and leverage the experience and power of our network to find targeted audiences and maximize the value of their campaigns. Adding this product offering gives Adconion a distinguished position among ad networks, as we are the only provider with in-banner and in-stream capabilities; an exclusive relationship with a branded entertainment studio; in-house creative services; and a video portal, Joost.com, that we own, operate and sell exclusively.”

The Joost Video Network streamlines Adconion’s entire video advertising product line, from pre-, mid- and post-roll video ads to a variety of in-banner video advertising executions, into one product line. All Adconion products, including the Joost Video Network, take advantage of Adconion’s proprietary ad serving and targeting technology. In addition, the Joost Video Network delivers both pre-roll and in-stream campaigns targeted with BlueKai data, thanks to a unique global partnership with the world’s highest-quality online data exchange. The Joost Video Network is DoubleVerified and IASH compliant, ensuring all video ads run in brand-safe environments.

The product launch marks an important step in Adconion’s evolution, as it is the first product and service from the combined entity formed when Adconion acquired Joost’s technology assets in November 2009. Since the acquisition, Adconion has integrated its ad server with the Joost video player and is the exclusive video ad provider for Joost.com and the Joost video player in its embedded form.

In addition to global pre-roll and in-banner video capabilities through the Joost Video Network, Adconion has an exclusive relationship with the branded entertainment and creative services studio RedLever. Together, Adconion and RedLever work with agencies and marketers to develop compelling video content, from advertisements to webisodes.

The Joost Video Network will serve video ads on Adconion’s network of 2,000 premium publishers in more than 70 markets worldwide. In addition to Adconion’s extensive sales, account management and media teams, participating advertisers and marketers also have access to Adconion’s regional video specialists. The team, led by Nick Higgins, includes Cliff Paulson in North America and Stephen Hunt in Australia. Paulson has more than 15 years of media experience, most recently at ScanScout, while Hunt has more than five years of experience in online advertising, marketing and video. Adconion, which has aggressive plans to grow by nearly 50 percent in 2010, will add a European video specialist to its team this month.

About Adconion

Adconion Media Group (www.adconion.com) is the largest independent global audience and content network, reaching more than 350 million unique users – or one-third of the total global Internet population – every month. Combining the power of global reach with local presence, Adconion helps advertisers reach customers throughout the marketing funnel with its breadth of products, from video and display advertising to search retargeting. Adconion is dedicated to providing advertisers and publishers with the best products, technology and data analysis to create successful online campaigns. Adconion has 16 offices in 7 countries, sits on the board of the Interactive Advertising Bureau (IAB) and is a member of IASH Europe. For more information, visit http://www.adconion.com.

Episodic Reveals Breakthrough in Dynamic Live Ad Insertion

Otilia Otlacan — Wed, 18 Nov 2009 08:30:15 +0000

Online Video Platform Expands Opportunities for Monetizing Live Event Streaming

SAN FRANCISCO – Episodic, Inc., an emerging online video platform provider, unveiled a solution for inserting mid-roll advertising into live streaming content. With the Episodic Live Ad Manager, live event producers can easily insert standard ad units delivered by Episodic or any of the major ad servers directly into live online broadcasts. This technology signals a major shift in the revenue potential for live events, opening up doors for significant monetization opportunities in delivering live video on the web.

“This unique technology opens up a new pool of ad inventory for publishers and allows them to maximize revenue from their live events,” said Matias Cudich, VP Product Management at Episodic. “Publishers often simulcast their television broadcasts to the Web with ads and all. Although these publishers are broadcasting the same commercials twice, once on television and then again on the Web, oftentimes they are not paid twice for these advertisements. Now with Episodic, publishers can simulcast their broadcasts online and open up a new pool of ad inventory that their online ad sales teams can sell against.”

With this innovation, Episodic is offering programmers and cable operators a real-time, multi-platform ad campaign management and decision system for delivering timely and relevant ads during live streaming sessions. Ad placement for a live event may be pre-programmed or inserted manually from the Episodic Live Ad Manager.

A Customized Viewing Experience

Rather than mixing the advertisement into the actual video stream, Episodic sends a command to the video player, which responds by playing the right advertisement at the appropriate moment in the live stream, as dictated by the director of the live event. When there is a break in the action, a call is made to an ad server and delivered flawlessly, without any stutters or buffering, ensuring a television-like experience online. Because the ad is not actually mixed into the live content feed, ads may be served from remote ad servers and localized to the viewer. For example, fans in Brazil may see one advertisement during a live event while fans in France see another.

This technology is not limited to advertising and can be used to create a more dynamic and engaging viewing experience. For instance, a producer may add content during the live stream to indicate that a player has just scored a touchdown. That content can then be sent to the Episodic player which would react by bringing up instant highlight reels from the last five touchdowns the player scored. These sorts of dynamic experiences where the video player reacts in real-time to the action in the frame are unique to the web and essential for driving viewer adoption and monetization of live web video.

Episodic is now offering dynamic live ad insertion as a standard component of the Episodic Publishing Platform. Episodic continues to extend its lead as the only online video platform that allows content publishers to manage and monetize both live and on-demand video from a single application.

About Episodic, Inc.

The Episodic publishing platform enables the broadcast of live and on-demand video to any web site, mobile phone or Internet connected device. With Episodic, content producers are able to push video to their web properties, showcase content via social networks, and even build custom branded iPhone applications around their media. Episodic spans the video value chain, providing everything publishers need to manage, measure and monetize their content. Episodic is based in San Francisco, CA and is privately held.

Panache Helps Major Online Video Publishers Increase Advertising Revenue with Ad IQ

Otilia Otlacan — Thu, 01 Oct 2009 08:45:12 +0000

Reporting Solution Provides Industry-First Metrics and Measurement Capabilities to Increase Ad Effectiveness and ROI

LOS ANGELES – Panache, the full solution for video ad sales, facilitation and reporting, announced the general availability of Panache Ad IQ™, real-time video ad effectiveness reporting for major online video publishers. Panache Ad IQ gives publishers a competitive edge by allowing them to command higher-value advertising through insightful data and analysis of ad creative, experience and performance.

“As more television programming is delivered via broadband, content publishers need advanced yet simplified ad effectiveness reporting solutions to increase ad sales and drive their online video publishing efforts to profitability,” said Steve Robinson, Panache’s president. “Panache Ad IQ’s robust reporting functionality coupled with our work flow facilitation as well as products and tools for a publisher’s direct sales efforts all provide a complete, end-to-end monetization solution for major publishers.”

Through intelligent, visually stunning and easy-to-understand analysis and reporting, Panache Ad IQ gives publishers deep insight into the rich, in-depth sets of data that the Panache platform collects. Panache Ad IQ captures all video player interaction, ad exposure, ad comparison and ad interaction data and correlates this information into easy-to-understand at-a-glance analysis. Publishers can deliver more meaningful reports beyond GRP in real time, knowing what ad experiences and creative works. This reporting allows publishers and their advertisers to improve the overall ad experience to better reach their target audiences.

“In today’s environment, with pressure to justify every dollar spent, ad effectiveness reporting is not simply a value-add for major programmers and media companies, but a requirement to build a profitable and sustainable video publishing business on the Web,” added Robinson.

According to the July 2009 data from comScore’s Video Metrix service, 158 million U.S. Internet users watched online video during the month, the largest audience ever recorded. Online video reached another all-time high in July with a total of 21.4 billion videos viewed during the month, firmly establishing digital video as a relevant and viable channel for advertising revenue.

About Panache

Panache helps major media and entertainment companies increase revenues with advertising as they build Internet-distributed video into a profitable and sustainable business.

Panache’s ad-insertion platform, products and professional services support all areas of a video publisher’s inside ad sales: custom campaigns as well as standard ads, workflow facilitation and precise, visually based real-time ad efficacy reporting for publishers, their agencies and advertisers.

Founded in 2006, Panache is a privately held company headquartered in Los Angeles.

Jivox Introduces “Plug-n-Play” In-Stream Video Ads, Reporting for Display Ads and Performance Tracking Features

Otilia Otlacan — Mon, 21 Sep 2009 08:45:12 +0000

In-stream video ad serving opens premium inventory to local advertisers; View-through tracking and aggregated ad reporting provide accurate, single reporting source for all ad formats

San Mateo, California – Jivox, the leading online video advertising and marketing platform for local businesses and publishers, today announced significant enhancements to its online video ad creation, management, and optimization platform to give online publishers a more cost-effective way to service even the smallest advertisers.

With the latest version of the Jivox platform, online publishers can now offer all of their advertisers the opportunity to run video ads within a video content player, before, during or after streamed video content (pre-roll, mid-roll and post-roll). Jivox “Plug-n-Play” technology enables any Adobe Flash-based video content player to serve in-stream video ads and take advantage of the powerful interactivity features and reporting features available in the current Jivox video ad player.

The new platform release also introduces significant reporting enhancements, including aggregated reporting across video, display and text ads. By integrating with third-party banner and text ad creation tools, Jivox can now provide publishers and advertisers with a single, dashboard-style view of all their ads’ performance on the publisher’s site.

The company has also added “view-through” tracking and reporting to the mix – this helps advertisers better assess their true ad performance by attributing a customer visit or conversion to a customer having seen an ad. With the combination of traditional click-through metrics, video engagement metrics exclusive to Jivox, and the new view-through reporting capabilities now available to publishers, Jivox provides the most robust and comprehensive video ad analytics available today.

Online publishers can access all of these new features via the Jivox Publisher Portal, an online service for Jivox’s white label publisher partners. The Jivox Publisher Portal enables publishers’ sales and ad operations teams to access and manage their advertiser accounts, enter insertion orders, set campaign pricing, track campaigns, and traffic video ads all from a central console. Extensive analytics enable publishers to track real-time critical metrics related to ad performance and ad inventory, and report back to their advertisers.

“Delivering video ads within video content has in the past involved very complex integration between advertising service providers and the publisher’s video player,” said Diaz Nesamoney, CEO of Jivox. “The new version of the Jivox platform helps publishers reduce the complexity by enabling the wide variety of video content players in the market to easily integrate with the Jivox Video Ad platform, while offering easy provisioning and serving of video ads within video content.”

About Jivox
Jivox makes it easy for businesses to reach local customers with online video marketing. The Jivox online video platform enables businesses to easily create high-impact videos at no cost and use them in local online ad campaigns, on web sites and directory listings, in viral marketing programs, email campaigns and more. Jivox provides targeted distribution of video ads through a premium network of over 800 local media and content websites, ensuring that every ad reaches the intended audience. The Jivox platform is also being used by national and local media groups to streamline online video ad creation and to offer self-service ad creation and distribution directly to their advertisers. Jivox is a privately held company headquartered in San Mateo, Calif. For more information about Jivox, please visit www.jivox.com.

Videoplaza Signs First UK Clients

Otilia Otlacan — Thu, 04 Jun 2009 09:00:20 +0000

Incisive Media, Factory Media first UK sites to use video dedicated ad server to monetise time

London, June 4th, 2009 – VIDEOPLAZA, announces its first UK clients for its ‘built for video’ ad server platform – Monetizer. Factory Media and Incisive Media will both launch online video advertising services, through Videoplaza, to capitalise on the growing popularity of online video.

Videoplaza, a privately owned company, based in Stockholm and London, enables clients to manage, present and track online video advertising. It has developed an ad server platform that can increase revenues and demonstrate media value, from advertising placed in and around their online video content. Working with leading broadcasters, news media, business and consumer publishers in five countries, Videoplaza’s ad server technology, creative ad formats and real-time reporting enables clients to monetise the time users spend watching online video, rather than started streams.

Factory Media’s extreme sports video channel Mpora www.mpora.com will offer advertisers and sponsors access to its valuable audiences using Interactive Pre, Mid and Post Roll advertising. The channel will also use In-stream overlays, served within the video content, a format proving popular with advertisers and users alike and also Companion Ads synchronised with a client’s video ads.

Incisive Media, www.incisivemedia.com, a leading business information provider, is implementing Videoplaza’s ad server to offer exciting new opportunities for brands and B2B advertisers to target its high value audiences, starting with the IT professional community VNUnet www.vnunet.com

By adopting Videoplaza’s ad server platform both companies will be able to more effectively manage their online video advertising inventory, optimize client campaigns and demonstrate improved advertiser ROI, in terms of advertising exposure and engagement. The deals will also introduce the next generation interactive preroll format to the market called the iRoll.

John Barnes, Managing Director – Digital Strategy and Development UK & Asia for Incisive Media stated “We see a great opportunity in video and want to be equipped with the best monetisation tool in the market. We have chosen to work with Videoplaza not just because of their technology, this company understands this space and has made it work in other markets.”

According to Darryl Newton, Managing Director, Factory Media, “Mpora.com is now a significant part of our business, with over 2 million video streams served each month. Demand for advertising on our platform is growing incrementally and clients are particularly excited by creative video solutions. Working with Videoplaza we feel we can meet the needs of these customers better by offering more dynamic and engaging formats combined with video specific reporting such as engagement rates and time spent with the ads.

Sorosh Tavakoli, Founder and CEO for Videoplaza added “We are delighted to announce agreements with these two great innovative publishers. We are doing everything we can to repeat the success from the Swedish market where more and more publishers have profitable online video products.”

Videoplaza has been in the UK since January 2009 and is building a local team to advise and support both local media owners and international networks based in London.

For further information contact:

Sorosh Tavakoli, Founder and CEO Videoplaza
+44 7530 885 492
sorosh@videoplaza.com

John Barnes, Managing Director – Digital Strategy and Development UK & Asia, Incisive Media
+44 (0)20 7316 9007
john.barnes@incisivemedia.com

Darryl Newton, Managing Director, Factory Media
+44 (0)20 7332 9700
darryl.newton@factorymedia.com

About Videoplaza

Videoplaza AB is based in London and Stockholm, privately owned and backed by venture capital company Creandum. The company is working with leading broadcasters, newspaper publishers and other premium media owners in Sweden, Norway, Denmark and the UK. It has developed an ad server that is uniquely designed to meet the challenges of monetising online video content. The technology is compatible with any video platform, offers rich video specific reporting and maximises the clients potential advertising inventory. The ad formats offered are all compliant with the new IAB UK Video Guide launched April 29th, 2009.

Videoplaza website: http://www.videoplaza.com
Videoplaza blog: http://www.videoplaza.com/blog
Videoplaza client list: http://www.videoplaza.com/customers

The value of online video advertising is forecast to increase, in line with its growing popularity with users. eMarketer estimates the market will be worth $1.9Bn by 2011 and to account for 10% of all online advertising spend.

The technology challenge for many publishers is to make their traditional display ad server work seamlessly with their video platform. Too often, their existing technology is not able to deliver the potential volume of ads given the length of time users are spending watching video. Videoplaza’s ‘built for video’ ad server lets publishers place and then track the effectiveness of their clients advertising, while allowing more campaigns to be served while not being too intrusive to the users. The company can demonstrate how this has more than doubled client revenues.

IAB Advances Effort to Solidify Infrastructure for Digital Video Advertising; Releases Video Player-Ad Interface Definitions for Public Comment

Otilia Otlacan — Tue, 10 Feb 2009 10:15:53 +0000

“VPAID” Guidelines Standardize Communication Between Ad and Player, Reduce Costs, and Increase Efficiency for Digital Video Advertising

NEW YORK – The Interactive Advertising Bureau (IAB) announced the release for public comment of Video Player-Ad Interface Definitions Guidelines (VPAID). The announcement represents another important step in the IAB’s infrastructure initiative that seeks to build a common language for buying, selling, creating and delivering digital video advertising.

The series of definitions in the VPAID Guidelines help the interactive industry:

* Define a standard method for video ads to communicate with video players and enable ad compatibility across all VPAID-compliant players
* Provide specifications that can be implemented by any type of video player
* Cut production costs and improve ROI for advertisers while enabling a less intrusive experience for video content viewers.

Until now, video ads could only be posted on publisher sites that supported the same technology as an agency did when creating the ads. With VPAID, publishers adhering to these standards will be able to render any type of video advertisement from any video ad serving technology that also adheres to the standards. Likewise, advertisers that adopt the standards can be assured that the ads they create are usable by any ad serving technology and publisher.

Over the past year, the IAB has taken a lead role in the industry-wide effort to create a common structure across distinct areas of digital video. In addition to VPAID, the IAB’s efforts have included the release of the following documents as part of this initiative:

* Digital Video Measurement Guidelines
* Digital Video In-Stream Ad Format Guidelines and Best Practices
* Digital Video Ad Serving Template (VAST)
* Digital Video In-Stream Ad Metrics Definitions

All of these documents can be reviewed at: http://www.iab.net/iab_products_and_industry_services/508676/508950

“Interactive advertising is a bright spot in the current advertising environment, and digital video is one of its most promising formats,” said Jeremy Fain, Vice President of Industry Services at IAB. “VPAID is the final piece of the current Digital Video Infrastructure Initiative. All five parts of the initiative help define the digital video ecosystem, reduce costs and increase efficiency for all parties and, most importantly, make it possible for advertisers to more easily reach larger online audiences.”

“Advertisers and agencies today require more interactive formats that go beyond linear TV ad spots, demand more control over how they experience ads, and want the ability to learn more about particular subjects of interest,” said David Ku, SVP of the Advertising Technology Group at Yahoo!, a member company of the IAB’s Digital Video Committee. “VPAID provides a common standard for how video ads will interact with players and serves as an important step forward to deliver on the promise of digital video ad formats.”

Members of the industry (advertising agencies, advertisers, online publishers and technology vendors) are encouraged to read the proposed guidelines and submit comments on the IAB site at: http://www.iab.net/vpaid. After the comment period closes on March 5, 2009 the feedback will be reviewed and the guidelines will be finalized and released.

About the IAB’s Digital Video Committee:

The Digital Video Committee of the IAB is comprised of over 180 member companies actively engaged in the creation and execution of digital video advertising. One of the goals of the committee is to implement a comprehensive set of guidelines, measurement, and creative options for interactive video advertising. The committee works to educate marketers and agencies on the strength of digital video as a marketing vehicle. A full list of Committee member companies can be found at: http://www.iab.net/digital_video_committee

About the IAB:

The Interactive Advertising Bureau (IAB) is comprised of more than 375 leading media and technology companies who are responsible for selling 86% of online advertising in the United States. On behalf of its members, the IAB is dedicated to the growth of the interactive advertising marketplace, of interactive’s share of total marketing spend, and of its members’ share of total marketing spend. The IAB educates marketers, agencies, media companies and the wider business community about the value of interactive advertising. Working with its member companies, the IAB evaluates and recommends standards and practices and fields critical research on interactive advertising. Founded in 1996, the IAB is headquartered in New York City with a Public Policy office in Washington, D.C. For more information, please visit www.iab.net.

Americans View 34 Percent More Online Videos in November 2008 Compared To Year Ago

Otilia Otlacan — Fri, 09 Jan 2009 08:00:21 +0000

Hulu Sustains Strong Online Viewership on the Heels of October Surge

RESTON, VA – comScore (NASDAQ: SCOR), a leader in measuring the digital world, today released November 2008 data from the comScore Video Metrix service showing that U.S. Internet users viewed 12.7 billion online videos during the month, representing an increase of 34 percent versus year ago.

Hulu Retains #6 Ranking

In November, Google Sites once again ranked as the top U.S. video property with nearly 5.1 billion videos viewed (representing a 40 percent share of all videos viewed), with YouTube.com accounting for more than 98 percent of all videos viewed at the property. Fox Interactive Media ranked second with 439 million videos (3.5 percent), followed by Viacom Digital with 325 million (2.6 percent) and Yahoo! Sites with 304 million (2.4 percent). On the heels of a surge in viewership in October, Hulu retained its #6 position with 227 million videos viewed (1.8 percent).
______________________________________________________________________

Top U.S. Online Video Properties* by Videos Viewed

November 2008

Total U.S. – Home/Work/University Locations

Source: comScore Video Metrix
Property Videos Share (%) of

(000) Videos

Total Internet 12,677,063 100.0

Google Sites 5,107,302 40.3

Fox Interactive Media 439,091 3.5

Viacom Digital 324,903 2.6

Yahoo! Sites 304,331 2.4

Microsoft Sites 296,285 2.3

Hulu 226,540 1.8

Turner Network 214,709 1.7

Disney Online 137,165 1.1

AOL LLC 115,306 0.9

ESPN 95,622 0.8
______________________________________________________________________
*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.

Google Sites Draws 98 Million Video Viewers in November

More than 146 million U.S. Internet users watched an average of 87 videos per viewer in November. Google Sites attracted 98 million online video viewers, or approximately two out of every three Internet users who watched video during the month. Fox Interactive ranked second with 58.1 million viewers, followed by Yahoo! Sites (40 million) and Microsoft Sites (35 million).

______________________________________________________________________
Top U.S. Online Video Properties* by Unique Viewers

November 2008

Total U.S. – Home/Work/University Locations

Source: comScore Video Metrix
Property Unique Viewers Average Videos
(000) per Viewer

Total Internet 146,064 86.8

Google Sites 97,928 52.2

Fox Interactive Media 58,115 7.6

Yahoo! Sites 39,956 7.6

Microsoft Sites 34,979 8.5

Viacom Digital 27,109 12.0

Hulu 22,456 10.1

AOL LLC 22,442 5.1

Turner Network 20,735 10.4

Disney Online 13,028 10.5

Time Warner – Excl. AOL 12,564 3.6
______________________________________________________________________

*Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video.

Other notable findings from November 2008 include:
77 percent of the total U.S. Internet audience viewed online video.
The average online video viewer watched 273 minutes of video.
97 million viewers watched 5.1 billion videos on YouTube.com (52.3 videos per viewer).
52.5 million viewers watched 371 million videos on MySpace.com (7.1 videos per viewer).
The duration of the average online video was 3.1 minutes.
The duration of the average online video viewed at Hulu was 11.9 minutes, higher than any other video property in the top ten.

About comScore
comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital marketing intelligence. For more information, please visit www.comscore.com/companyinfo.

Adify Video Empowers Online Publishers to Create and Monetize Video Ad Networks

Otilia Otlacan — Mon, 17 Nov 2008 14:08:34 +0000

Open Video Ad Server Enables Contextual Publisher and Blog Networks to Easily Integrate With Rich Media Advertising Partners of Their Choice

SAN BRUNO, CA–(Marketwire – November 17, 2008) – Adify, the premier vertical ad network management company, today announced enhanced video ad serving functionality with the release of version 3.3 of the Adify platform. Adify Video enables online publishers to implement and monetize video for their contextual portfolio of sites. Adify network operators can now syndicate and generate revenue from video content and easily build an open video ad network for partner sites — expanding the reach of their video while controlling distribution to only quality sites. Network builders and publishers can integrate any video player with the Adify Video platform and reliably deliver pre-roll, mid-roll, post-roll and overlay ads within syndicated videos.

According to eMarketer, $505 million will be spent on online video advertising this year. It is an effective revenue driver for publishers because it has higher CPMs, higher click-through rates and longer engagement than traditional online advertising. Furthermore, marketers who buy on Adify-powered networks benefit from quality premium content that video ads are sold against. The Adify Video platform includes measurement capabilities for publishers and advertisers to evaluate the effectiveness of video. Network operators launching with Adify Video include:

– Break Media (http://breakmedia.break.com), the premier online destination for the young male audience, is integrating Adify Video as a component of its own video player, which enables marketers and content owners to showcase and syndicate professional and relevant video content. Break is offering pre-roll and overlay ad units that are trafficked by Adify, which prioritizes ad delivery based on many variables, including CPM, impression goals, and importance. Within two months, Break Media has served more than seven million video ads from a variety of marketers.

– DriverTV (www.drivertv.com), a leading producer and distributor of professionally produced, high-definition, automobile-related video content for consumers, created a new online content and advertising network using Adify Video. The driverTV network gives auto manufacturer advertisers the ability to pair targeted overlay and display advertising with specific video content. Charter advertisers include BMW, GM and Subaru.

“Video offers premier independent publishers increased revenues and audience interest. There is plenty of potential in creativity and effectiveness for both buyer and seller. Prior to Adify Video, standardization was a major roadblock that made it very difficult to integrate the various video players with the various ad serving technologies and video ad feeds,” said Russ Fradin, president of Adify. “Adify Video alleviates this challenge for publishers through our open platform. Additionally, any type of rich media marketing specialist can enhance the targeting and delivery capabilities for the networks on our platform, thereby maximizing their share of the online video ad spend.”

Adify Video is part of the key network management services and ad technology created by Adify for publishers to execute successful distributed advertising campaigns. Adify’s syndicated ad server, tracking, reporting, billing, payment and technical support functions are relied upon by over 140 networks and more than 6,000 independent publishers. This open infrastructure delivers content sponsorships, video, image and rich media advertising to the unique specifications of each network builder. Working with Adify Video, network operators can now ramp up video offerings within days.

“Video content and video advertising have long been key components of our wholly-owned websites. By integrating our video player and content management system with Adify’s ad serving platform, we are now able to deliver video content and ads to the 90+ third-party sites that comprise the Break Media Network. This means that our advertisers can now engage with their core male audience via the Break Media Network using the full power of streaming media and the publishers who are part of our network now have yet another way to monetize their Web properties,” said Huan Le, Vice President of Business Development at Break Media.

About Adify
Adify Corporation is the premier vertical ad network management company and an independent, wholly owned subsidiary of Cox TMI Inc., part of Atlanta-based Cox Enterprises, one of the nation’s leading media companies and providers of automotive services.

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