Week in Review: Advertisers Love GRPs, BlackArrow Expand into Europe, IAB to Value European Market

Here’s what happened this week in the world of video advertising. For a weekly summary of industry news and other VAN interviews and videos, sign up to the weekly Video Round-Up.

Videology Study Finds Advertisers Want GRP Metrics, 

Videology published the findings of an independent study conducted by Forrester Consulting, some of which showed that many on the buy-side are still lean towards the conservative side when it comes to holistic buying. For example, just 63 percent of agencies said they expect to merge traditional and online video buying groups in the next three years, which — even if it’s a majority — means that one in three agencies in the ‘big five’ European markets still aren’t thinking holistically.

The survey, titled “Cross-Platform Video Advertising Accelerates”, included the views of 500 advertisers, agencies and media companies in the UK, France, Germany, Spain and Italy. While some of the results were less surprising (for example, 72 percent of media company respondents said consumer engagement with content on a second screen will increase moderately or significantly over the next three years), some of the answers suggested there’s much work to be done when it comes to agencies believe holistic buying and planning is the future, but broad adoption is yet to come

Interestingly, both advertisers and their agencies back Gross Rating Points (GRPs) as the measurement standard for video –  75 percent believing the industry should standardise on one GRP metric to increase efficiency.

Agencies and Advertisers Want GRPs

The study also found that audience targeting is the greatest advantage of video advertising, followed by higher audience attention. However, there were national differences as France ranked ‘Enhancing video with interactive features’ equal to targeting, while the Spanish saw more value in the ability to reach consumers not reached on TV, delivering messages at different times of the day, and controlling reach and frequency as the key benefits. The UK placed more emphasis on ROI accountability over all other countries.

IAB Europe Launches Initiative to Value Programmatic Advertising in Europe

The IAB announced at Dmexco that it is going to partner with IHS Screen Digest to value the programmatic market in Europe. It currently estimates that the European market leaped 111 percent from €0.98bn in 2012 to €2.08bn in 2013.

BlackArrow Announces European Expansion

BlackArrow, a provider of TV advertising and data solutions, announced that the company has expanded into Europe. The company has opened a London office, a ‘carrier grade European data centre’ and is planning local support offices.

Former Head of Yahoo EMEA Joins Ebuzzing & Teads

Ebuzzing & Teads, a video SSP provider that specialises in ‘outstream’ formats,  have announced the appointment of Christophe Parcot, former head of Yahoo! EMEA, as Chief Operating Officer. Christophe will run all sales and publishers teams out of the company’s international headquarters in London. Ebuzzing & Teads are now a 300-strong company with 22 offices worldwide.

Fox TV Goes Programmatic in US with Google’s Doubleclick Ad Exchange and Vindico

FOX Television Stations announced this week that it has partnered with Google’s DoubleClick Ad Exchange and Vindico to monetize display and video impressions.

Kaltura Unveils End-to-End OTT TV Solution

Kaltura has launched ‘Kaltura OTT TV’, which they offers revamped monetization, social and personalisation features, along with new tools for improving user acquisition and retention; and multi-screen, multi-device support. The new product came about as a result of integrating pay OTT technology from the company’s recent acquisition of Tvinci with Kaltura’s video platform, Kaltura OTT TV is the most advanced and comprehensive pay OTT solution on the market today.

Ad of the Week, The Times and The Sunday Times, ‘Bearing Witness’ (Content)

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