Week in Review: TubeMogul Launch Programmatic TV, AOL Buys Vidible,


Here’s what happened over the last week or so in the video advertising world. For a weekly round-up of industry news, subscribe to the weekly VAN newsletter.

TubeMogul Launches ‘TubeMogul PTV’

Today TubeMogul launched ‘TubeMogul PTV’, the company’s programmatic TV offering, which will first launch in the US. TubeMogul PTV aggregates TV inventory from the major cable and satellite companies, national TV networks and local broadcasters, and it is made possible by integrations with the TV supply side platforms, including AudienceXpress, clypd and placemedia. TubeMogul will also be the exclusive buy-side technology partner for WideOrbit, whose WO Programmatic TV marketplace helps 75 percent of local TV stations automate their ad sales.

TubeMogul say their buying software will reduce friction and enable advertisers to target specific TV networks and dayparts. The platform will be able to incorporate data from Nielsen and others and will recommend media mixes that index highly toward specific audiences. Targeting is available by: age, gender, income level, ethnicity, educational level, children in household, home ownership status, automobile preferences, pet ownership and more.

TubeMogul Programmatic TV

Third-party verification and analytics are built into the software, allowing for deeper analysis of shows, dayparts and regions. Instead of adjusting strategy in weeks or months, advertisers can shift spending in real-time based on their goals. TubeMogul say that over 10 brands and ad agencies have already signed up for TubeMogul PTV, including 3M, Allstate, Digitas and Levelwing (who will be executing buys on behalf of Gildan USA).

AOL Acquired Vidible, a Video Content Marketplace, for $50 Million

AOL’s video-heavy focus continued apace this week with the announcement that the company had acquired Vidible, a video content marketplace, for $50 million. Vidible’s cross-screen platform offers a self-service set of tools and exchange capabilities, which also provides real time reporting for content creators and publishers. Content creators use the platform to expand distribution reach and increase monetization options of their video content, while publishers in need of contextually relevant videos for their sites use Vidible to source and manage content.

Videology is to Partner with Advirtuous for a Nordic Programmatic Push

AdVirtuous, a newly launched Nordic advertising solutions provider, and Videology, a video advertising platform, are partnering to bring programmatic video advertising solutions to advertisers, agencies and media companies in the Nordics. At launch, Advirtuous will offer both managed services from its operations in Norway, Denmark, Sweden and Finland, as well as support for self-service operations for Nordic-region clients of Videology’s range of solutions. Videology’s product-set – Campaign Engine, Audience Engine and Revenue Engine – addresses the management, measurement and optimization of targeted digital video and TV advertising.

SpotXchange Saw Programmatic Revenue Increase 282 Percent Year-over-Year for the First Three Quarters of 2014

SpotXchange, a video SSP, announced some corporate milestones for 2014. The company reported net revenue growth for the first three quarters of 2014 of 136 percent compared to the first three quarters of 2013, with programmatic revenue increasing by 282 percent.

SpotXchange say that RTL Group’s recent acquisition of a majority stake in the company has enabled them to ramp up their international growth, as the group already begun to implement SpotXchange’s technology with some of its European operations, starting with RTL Nederland’s Videostrip and IP Deutschland’s Netzathleten Media.\

Some of the stats included:

  • SpotXchange signed over 240 new platform clients including E.W. Scripps, BonnierCorp, The Epoch Times, Cox Digital, The Atlantic and Meredith Video Studios.
  • Mobile represented the fastest growing segment in the business for the second year in a row, with mobile and connected TV revenues increasing 84 percent from Q2 to Q3 in 2014. SpotXchange is now seeing over 8.5 billion monthly mobile ad opportunities across mobile web and mobile apps as of November 2014.
  • Over three billion video ad decisions are now processed through the SpotXchange platform daily.
  • Company headcount grew from 121 at the end of 2013 to 192 by the end of November 2014, and aggressive global recruitment across all fields will continue into 2015.

    Teads Won ‘Best Technology’ at the IPA Awards

    Teads, a video ad technology company, was awarded Best Technology at this year’s IPA Media Owner Awards. The award recognised Teads’ inRead outstream video advertising format (i.e. a video ad that can be embedded within an article) as the most significant innovation in online advertising technology this year, in a category which also included nominations from Google, ITV and Specific Media.

    MediaMath Unveils TerminalOne App Featuring Nielsen Online Campaign Ratings Data

    MediaMath, a buy-side programmatic ad platform, released a new T1 app, which enables access to Nielsen’s Online Campaign Ratings data on campaign performance and the ability for marketers to incorporate this data into all programmatic efforts within a single interface.

    MediaMath will continue to expand its relationship with Nielsen, with plans to offer its Online Brand Effect (OBE) optimization solution, as well as open up access to standard and custom syndicated data segments through Nielsen Audience Measurement Segments, offering both syndicated and custom precision marketing solutions.

    Vodafone Chief Denied his Company has Made a Bid for Liberty Global

    Vodafone chief executive Vittorio Colao has denied he is planning a colossal takeover of Liberty Global, the owner of Virgin Media, following speculation that a move for the cable giant was in the works, reported the Telegraph. Mr Colao told shareholders this week that is company is unlikely will respond to BT’s efforts to acquire a O2 by swooping for fixed-line assets across Europe such as Liberty Global.

    Ad of the Week, Old Spice, ‘Dadsong’


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