After emulating traditional, linear TV networks by returning to a weekly release schedule for its new series, Hulu is also following their lead when it comes to advertising.
Facebook is buying video ad platform LiveRail and giving it control of a network that powers advertising for high-profile publishers—online and on mobile. LiveRail delivers video ads to websites and apps for Major League Baseball, A+E Networks and Dailymotion, among other properties.
Last week, execs at Google said that they anticipated advertisers would start treating the Super Bowl as a promotional season—one that kicks off the day after Christmas. There's lots of evidence of brands hyping their Super Bowl spots earlier and earlier this year. Here's more:
While the bidding fracas over Hulu begins to take on the dimensions of an all-out war, it appears that the brand’s suitors are unwilling to pay anywhere near its $2 billion valuation.
As the Web video ad industry grows, so do the number of questions about the legitimacy of some of the available ad inventory out there. Such questions as: Where are my ads running? And how do I know if anyone can actually see them? To head off such queries before doubt solidifies, a group of companies in the video ad sector formed a consortium aimed at establishing a common standard for measuring Web video viewability, dubbed OpenVV (Open Video View). The idea is get all the players on the same page when it comes to criteria for defining whether a video ad can actually be seen. And hopefully, the result is that brands get more comfortable—and dollars flow to the medium. The group includes such frenemies as TubeMogul (which built the tech), BrightRoll, Innovid, SpotXchange and LiveRail (and notably doesn’t include YouTube, Hulu, AOL, Yahoo or the rest of the NewFront crew). That’s because DSPs like TubeMogul, SSPs like LiveRail or ad networks/exchanges like BrightRoll run ads all over the Internet, and thus face the most questions about ad viewability.
Following the NewFronts, the battle lines in Web video are being drawn, and YouTube might be on the wrong side. After several years of testing, clients and their agencies are eager to buy video inventory that is guaranteed against particular audience demographics, just like they’ve been doing with TV for decades. The biggest ad agency holding companies are convalescing around Nielsen’s Online Campaign Ratings data or comScore's Validated Campaign Essentials (VCE) as their preferred currency in Web video, according to multiple buyers and sellers. As are top marketers like Procter and Gamble.