WiR: News Corp Acquire Unruly, FreeWheel Defines Preferred Partners and AOL Get Creative

In this Week in Review: News Corp buy Unruly, FreeWheel launches SSP Preferred Partners initiative and AOL launch creative tool. For your weekly summary of industry news and other VAN interviews and videos, sign up to the weekly Video Round-Up.

News Corp Buys Unruly
News Corp has agreed to acquire Unruly Holdings Limited for up to €156 million. Led by Unruly’s three co-founders, it wiluNRULYl operate as a separate business unit, reporting to Rebekah Brooks, Chief Executive of News UK.

FreeWheel Launches SSP Preferred Partners Initiative
FreeWheel launched its Preferred Partners Initiative for supply-side platforms (SSP) at Dmexco this week. StickyADS.tv and SpotX are the first SSPs that FreeWheel has invited to join.

AOL Expands ONE By AOL to Create One by AOL: Creative
AOL has expanded ONE by AOL to create One by AOL: Creative, the ad-creation piece of the portal’s One by AOL ad-tech stack. Advertisers in the U.S., Canada and the U.K. will be able to target an ad’s creative to their audience based on the same data they use to place those ads around the web.

Instagram to Offer 30-Second Ads
Instagram has revealed that it will feature direct response, 30-second video ads and integration with Facebook. It made the announcement at Dmexco.

Smartphones Beat Tablets in Survey
Media viewed on smartphones has a similar ‘view through’ average, but much higher click through rate than tablets on both web and in app, according to a survey from engage:BDR.

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Half of Senior Digital Execs Say IAB/MRC Viewability
Standards Inadequate
Half of senior agency and publisher executives believe the standards set by the IAB and Media Rating Council are not an adequate measure of viewability according to InSkin Media and FaR Partners. Consistent measurement across vendors is seen as the most important factor in creating an effective viewability standard.

SpotX Launches In-Content Ad Unit
SpotX has launched “In-Content Ad Unit” which allows publishers to insert video ads within content across their sites.

FreeWheel Launches Council for Premium Video
FreeWheel has launched The FreeWheel Council for Premium Video (FWC), an advocacy group that will serve the interests of the premium video industry through leadership, research and advocacy for standards for the premium video economy.

Mobile Ad-Spend at Pace With Mobile Viewing
Almost half of all ad impressions for publishers in Q2 were on mobile devices, according to Ooyala’s Q2 2015 Global Video Index. This represents an increase from Q1 2015, but that rate of increase is slowing as the market matures.  The report also showed growth in spend on programmatic.

Millennials in No Hurry to Cut Cord
Whilst millennials watch most of their video online, they are more than willing to pay for it according to Evercore ISI. More than half of millennials in four age groups said they were unlikely or somewhat unlikely to replace traditional pay TV for online video.

Programmatic Video in Over Half of Homes by 2020 Say SpotX
Revenue across Europe from online video jumped from €22 million in 2012 to €375 million in 2015 according to IHS and SpotX. IHS forecasts half of all online video advertising revenue will be generated programmatically by 2020.

Internet Advertising Will Overtake TV In 2018
Mobile Internet advertising will overtake newspaper advertising next year, according to ZenithOptimedia’s Advertising Expenditure Forecasts.

Audiences OK With Ads if Content is Free
Audiences across Europe are more open to advertising than before, but only if the content is free, according to research from Brightcove and Vanson Bourne.

4C Integrates Teletrax’ TV Synched Ads with Social Ads Product
4C has announced a product integration with Teletrax technology at Dmexco 2015.

Americans Most Likely to Own Streaming Device

Around 15 percent of internet users have a streaming device and Americans are most likely to own one according to GWI Device.

Integral Ad Science Collaborates with Adobe
Integral Ad Science have announced a strategic alliance with Adobe. Integral Ad Science’s Bid Expert pre-bid targeting solution will be integrated with Adobe Media Optimiser.

Ooyala Parnters With joiz
Ooyala has announced a strategic partnership with joiz to provide third parties video, interactive and analytics technologies.

This Week on VAN:
Video@Dmexco: Conference Highlights to Look Out For, read more on VAN

New Video Frontiers Awards NYC: The Winners, read more on VAN

Much of Mobile Inventory is Still Unmeasurable When it Comes to Viewability, read more on VAN

Ad of the Week: “Keep it Tea”, PG Tips and Mother
A call to keep things simple from Mother and British tea brand PG Tips. Featuring the brand’s mascot: “Monkey”.

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