White Ops, an anti-botnet and -malware cyber-security firm, conducted a report, Bot Baseline: Fraud in Digital Advertising, with the Association of National Advertisers, looking at ad traffic from 49 advertisers over a two-month period.
It found the problem is not growing in proportion but certainly is in value.
“The exposure of all advertising has remained the same,” CEO Michael Tiffany tells Beet.TV in this video interview. “It was a $7.3bn impact. These botanist are being compromised all over the place.” The prior’ year’s study had found the problem to be worth $6.3bn.
Ad fraud is a problem that is often cited in ad buyers’ list of technology concerns. How does it work? Simply put, malware authors exploit weaknesses in consumers’ computers to inject malicious code that strings together thousands of machines in a network that can silently hit web pages, appearing to clock up payable ad views.
“Ad fraud is one of the best ways to make money if you command a robot army of regular consumers,” Tiffany explains. “Bots that visit a website look like real human visitors. Bots are a variety of malware built out of regular browsers.
“The reason we’re not winning the war is, for every advertiser that has reduced their bot exposure, some other parts of the net have just gotten that much dirtier. Cybercriminals that we’re up against are fantastic at making fake traffic look good.”
This video part of a series about the state of programmatic advertising sponsored by OpenX. Please find other videos from the series here.
]]>Now it is using a study commissioned from Nielsen to claim it outperforms its competitive video ad format technology.
According to Nielsen’s comparison, more viewers of ads delivered through other platforms were more likely to buy advertised products.
“2015 is going to be a year of making this space a lot more healthy – ensuring brands are buying something that’s relevant for them,” Teads CEO and co-founder Betrand Quesada tells Beet.TV in this video interview.
Only 4% of video inventory accounts for ‘premium’. For us, it’s inserting video content within premium editorial content.”
He was interviewed at Beet.TV’s annual executive retreat.
The Beet Retreat ’15 was sponsored by AOL and Videology. Please find additional videos from the event here.
]]>Producing enough video against which to put ads on can be costly. Teads’ inRead ad format lets text publishers benefit from marketers’ demand for video advertising by inserting auto-playing videos between their paragraphs. Company clients include Forbes, Conde Nast, New Corp, Reuters, the Washington Post, the Financial Times. Le Figaro and others, Quesada says.
He says September 2014 revenue was up 100% from a year earlier: “We believe we have the potential to be a billion-dollar company.”
]]>“The dollars are not flowing right now – there’s a gap,” Jimmy Maymann tells Beet.TV, in this video interview. “There’s not enough advertising dollars invested in video at this point in time. There are more eyeballs than there is ad revenue.
“Over time, that gap has to be closed – otherwise, you’re not investing your advertisers’ money in the best possible way. I get disappointed when I see a 30-second pre-roll in front of a 30-second video. Video is still young. I have high hopes.”
Maymann declares Huffington Post will do its own bit over the next year, with an ambitious target to increase its video commitments.
“Our video views are around 10 to 15% of our views. We want that over the next year to shift to 50%. We want 50% of our views to come from text-based content and 50% from video.
“That’s basically tripling our video inventory – which means we need to produce a lot more video. We’re not producing at all the amount of video we need.
“On Huffington Post, you’re going to see a lot of new formats, new shows and new ways of making video interesting.”
This video is part of a series titled The State Of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series. This session was recorded in London.
]]>“This screen hierarchy, where the television is a sacred screen preferred by the viewer for live TV viewing and VOD take place elsewhere in other rooms… slowly but surely, the viewer is teaching us that’s not always the case,” Starcom MediaVest Group video associate director Tom Fryett tells Beet.TV in this video interview.
“We’re seeing more and more than video can answer that shared viewing need for both viewers and advertisers as well. It’s content at the end of the day; it’s whatever screen is most convenient. That screen hierarchy is being shattered as a misconception.”
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series. This session was recorded in London.
]]>“Linear TV, in terms of its price, has been fairly stable for a decade or so in the UK and is seen as pretty good value,” Magna Global UK head Richard Oliver tells Beet.TV in this video interview. “Many advertisers in the first instance are buying in to VOD supplied by traditional broadcasters in the UK… that’s generally at a significant premium compared with the price they’re used to paying for traditional television.
“VOD looks and feels very different and is often a lot more expensive for advertisers. Many advertisers are grappling with the price. The industry still has a lot to prove.”
This is part of a series title the State of Video, a series sponsored by AOL Platforms. Please visit this page for all the videos from the series.
]]>“I’m not actually convinced that it is just about moving money from TV into online video,” according to Steve Hobbs, MD of trading desk Amnet, speaking in this Beet.TV video interview. “We’re presenting the argument to clients that there is an incremental opportunity here as well … driven by the incremental reach that you can drive by running an online video alongside a TV campaign.
“If you know about a quarter of your audience’s viewing is via desktop and mobile devices rather than via linear TV, then there has to be incremental reach opportunity in using online video.”
This is part of the State of Video, a series sponsored by AOL Platforms. The segment was recorded in London. Please visit this page for all the videos from the series.
]]>They were interviewed on stage by Paul Kontonis at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>So-called “out-stream” video ads, as introduced by Ebuzzing and Teads, don’t play in video windows before video content; they play between text paragraphs, meaning advertisers can place video ads even where there is no video.
“Q4 could come in really handy when our top publishers are completely sold out,” GroupM subsidiary Xaxis’ trading manager Sarah Warner tells Beet.TV in this video. “It’s inventory we can access that otherwise wouldn’t exist.
“Q4 is when it’s really going to pick up. We’ll really need to tap in to out-of-stream video.”
Warner was interviewd by Beet.TV executive producer Andy Plesser at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>Video ad tech vendor Innovid’s just-published research in to the topic shows that, whilst auto ads placed against auto videos yielded a 40% higher engagement rate, pharmaceutical ads performed 130% better when they were served against… sports videos.
“Verifying video-level content can offer valuable insights to help optimize campaigns and boost performance,” according to Innovid’s research white paper.
in this recent video interview with Beet.TV, Innovid CEO Zvika Netter explains why the company opened up its platform to allow connections with a host of video verification systems.
]]>According to Ebuzzing and Teads North America MD Jim Daily: “The user sitting there, forced to sit through a 30-second preroll is sitting there saying, ‘I hate this brand – I have to watch this video, this isn’t a good experience for me. There’s a chance it will actually have negative connotations.”
Teads, which recently merged with Ebuzzing, inserts video ad units between article text paragraphs that auto-play if they are in-view during scrolling by readers.
Daily, in this video, says a campaign for one electronics manufacturer recently yielded an impressive four to six percent click-through rate – higher than the pre-roll norm because, by virtue of auto-playing, more engaged users are clicking through. “If somebody decided to watch the ad, they’re probably more likely to click it,” he says.
Daily was interviewed by Collective Media SVP Paul Kontonis at the Beet.TV video advertising summit on “outstream” advertising, presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>“We produce 900 stories a day ,” says Mail Online’s North America sales VP Matt Kaplan in this video. “Maybe 20% of those pages has a video on it. About 2% result in a video play.
“We’d like to radically increase the amount of video we’re publishing. Most of our video has been clips – we’re going to get much more involved in original video production.”
Video is one of three main ad formats, alongside native and high-impact display, Kaplan wants Mail Online to double down on. To commercialize video, Kaplan wants to use out-stream and rich-media units, as well as pre-rolls. He notes that rich video display can appear on nearly every page of the site, while pre-roll can only be served on the pages with a player
Kaplan interviewed on stage by Beet.TV executive producer Andy Plesser at the Beet.TV video advertising summit on “outstream” advertising, presented by Ebuzzing & Teads. Please find more videos from that event here.
]]>So video ad tech vendor Teads is helping publishers turn their existing assets in to video ad opportunities, with its ad formats like inRead that inserts auto-playing video ads in content publishers do have plenty of – text articles.
Following Teads’ recent merger with Ebuzzing, Rebecca Mahony, chief marketing officer of the combined outfit, says: “We’ve come up with the idea of out-stream video advertising, outside of pre-roll.
“We have to make sure people understand what that means,” she tells Beet.TV. “Once you explain what it means, it makes sense. We’re always thinking one step ahead, trying to do things that are different.”
We spoke with her at the Beet.TV video advertising summit on “outstream” advertising presented by Ebuzzing & Teads. Please find more videos from that event here.
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“Seventy percent of the video views we did were on mobile devices,” says Jun Group CEO Mitchell Reichgut.
“The performance is better, counterintiuitively, than the web (because) it takes up the whole screen, buttons are bigger, you’re not competing with chat windows and other things.”
“Brands are only just beginning to catch on mobile video to. By and large, the advertising economy in mobile ads has been app installs.”
Reichgut was a panelist at the recent Beet.TV summit on branded content, interviewed by Furious Minds CEO Ashley J. Swartz. You can find additional videos from the event here.
]]>“You can have the best campaign ever – but, if the ad doesn’t get to the right station at the right time, then everything is lost,” says business development SVP Mike Palmer of ad tech vendor Mediaocean.
“If the production and processing of those files getting to the TV stations is still very manual, you’re not going to be able to take advantage of the things that addressable TV and programmatic offer you.”
Mediaocean claims to update video ad asset management from a reality Palmer says is still all about spreadsheets, emails and faxes.
“TV brand advertising … we believe it’s very different from video advertising thats performance based,” says YuMe CEO Jayant Kadambi. “We believe video advertising for brands is all about getting the data … and analyzing that to find who’s receptive and attentive.”
This week, YuMe launched Video Reach, a tool designed to give ad trading desks and brand advertisers first-party data on device users in order to carry out demographic ad targeting.
Kadambi says the company is “in growth expansion mode”, recently moving up to over 500 staff members after a 30% annual revenue increase.
]]>The latest is a pairing, Cisco and Innovid, who used IBC to show off two proofs of concept.
In the first, the pair would use metadata describing a linear TV ad to invoke a relevant interactive ad equivalent on a companion mobile device. In this video interview with Beet.TV, Cisco video senior manager David Richardson calls the constructs “contextual avails”.
In the second example, Cisco and New York tech firm Innovid target ads to video viewers based on their mobile device location. Innovid technology chief Tal Chalozin, in our video interview, says the TV and internet worlds are colliding: “The lines are starting to blur. Right now, it’s practically one world.”
Innovid is trying to connect the learn-forward internet video and lean-back TV experiences. But its announcement together with Cisco is so far just for proofs of concept. With several other vendors working on the same promise, industry practitioners will look forward to seeing more.
]]>“The aim with Karbon is to help publishers monetize their inventory across any platform or any device,” Tavakoli says. “Our customers are seeing one-third of their traffic from non-PC platforms now.” The Karbon 2 platform lets media companies target audiences by device, and customers who use Videoplaza can tap into both first-party and third-party data to segment audiences for marketers. That’s vital given the growth in audience-based buying and in video consumption across devices, he says. Many marketers are still buying video ads for context and branding, but they’re also now adding audience segmentation into those branding buys, he tell us in this video interview. “The buy side is gearing up with technology and a better understanding of the audience…and getting used to combining brand context as well as audience.”
The Karbon 2 platform also includes reporting and analytics, so that both buyers and sellers can determine where and on which devices ads are most effective.
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