Week in Review: Long-Form’s Online Surge, Programmatic Competition Intensifying, M&A Round-Up

This week the highlights from the world of video and connected TV advertising come courtesy of Freewheel, Turn, ProSiebenSat.1, Deutsche Telecom and SpotXchange. To stay up to date and have the latest industry news and insights delivered straight to your inbox, sign up for the weekly VAN newsletter.

Freewheel Say Advertising in Long-Form Content Has Increased 86 Percent YoY

Ad views in long-form content grew by 86% year-over-year, with much of the
industry’s growth in Q4 driven by long-form video viewing. We also observed
double-digit growth rates for ad views in short- and mid-form content (22% and
13%, respectively).

Freewheel Report

Turn Publishes Data on Competitiveness for Inventory Across Advertiser Categories

A new report from Turn says that – as programmatic advertising grows – competition for inventory is intensifying across certain advertiser categories, with verticals such as arts and entertainment and telecom becoming up to 60 percent more competitive. The Advertising Intelligence Index applied global standard economic models to measure trends in advertiser share of voice across programmatic channels.

The global analysis found that competition is pushing up eCPM (effective cost-per-thousand impressions) for social, display and video advertising increasing year-over-year for January 2014 compared with January 2013. The exception is mobile: despite increasing competition throughout the year, increased supply appears to have prevented higher prices.

 Turn say the top five global programmatic advertising verticals making the biggest moves to become more competitive from January 2013 – January 2014 were:

1.    Arts, entertainment and hobbies – 60% more competitive

2.    Travel – 57% more competitive

3.    Electronics and computers – 56% more competitive

4.    Financial services – 52% more competitive

5.    Telecom – 51% more competitive

However, the five industry vertical categories that are expected to become less competitive globally from January 2013 – January 2014 were:

1.    Sports and recreation – 121% less competitive

2.    Jewelry – 55% less competitive

3.    Office products – 46% less competitive

4.    Autos – 41% less competitive

SpotXchange’s Claire Kemp-Harper Becomes Director of Operations for Europe

SpotXchange, a video ad platform, has promoted Claire Kemp-Harper to Director of Operations for Europe. Kemp-Harper joined SpotXchange in 2011 as the head of the Client Services Division for the European region and SpotXchange said in a statement that she has been instrumental to the growth of their business across Europe, particularly in France and Spain, and that she helped grown SpotXchange’s direct business by more than 100 percent over the past two years. SpotXchange also recently recruited Katherine McHugh as Client Services Account Manager.

ProSiebenSat.1 and Deutsche Telekom Sign Major Video Distribution Deal

The ProSiebenSat.1 Group and Deutsche Telekom have signed an agreement to make ProSiebenSat.1’s video-on-demand content available on Deutsche Telekom’s Entertain service. Starting in the spring of 2014, maxdome’s video library will be accessible via Deutsche Telekom’s TV platform. Entertain customers will also have the chance to view attractive shows of ProSiebenSat.1’s TV stations free of charge.

Conrad Albert, Executive Board member in charge of Legal, Distribution & Regulatory Affairs, said “For the first time ever, the ProSiebenSat.1 Group has entered into a major distribution partnership with Deutsche Telekom for Germany’s largest video-on-demand library, maxdome. Furthermore, Entertain customers will be able to view more than 1,000 shows from the media library of the ProSiebenSat.1 Group. This agreement represents the next logical step in making our content available on all kinds of platforms.”


Google Acquired Spider.io to Help Combat Ad Fraud

Oracle Acquired Bluekai for $400 Million

Rovi Acquired Veveo, a Search and Video Recommendation Tool for $69 Million

Microsoft are Talking to Orange About Taking a Stake in Dailymotion

Best of the Rest 

Sweden’s TV4 Launches Linear and Catch Up Channel on Apple TV

How Do Brands Define Success on Mobile Video

Geico to be First Video Advertiser on Amazon

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