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• Five Companies Partner, Launch Open Source Video Viewability Tech by Tyler Loechner

  TubeMogul, Brightroll, Innovid, LiveRail, and SpotXchange have partnered to launch Open Video View (OpenVV), a video viewability solution for in-stream ads. The open source tool, which can be played around with here, lets advertisers or companies see the view stats for specific impressions. It asks the most basic (but all-important) questions: was the ad seen? For how long? After figuring out whether or not the video ad loaded, the tool measures the percentage of viewability at six points: the start, after one second, the first quartile, midpoint, third quartile, and completion. The accompanying image shows the generic interface. ...Read the whole story

• Yahoo Search Experiments With New Look by Laurie Sullivan

  Yahoo Search has been experimenting with colors, features and layouts, as the company tries to determine the correct mix to boost clicks across properties and query traffic on its search engine, as well as increase revenue per thousand searches. ...Read the whole story

• automotive Ford Launches European Campaign by Karl Greenberg

  The effort talks about specific Ford technology, while furthering the brand position evinced by its "Go Further" tag. Central to the effort are 15-, 20- and 30-second TV ads for the Euro market that will air during the final between FC Bayern Munich and BV Borussia Dortmund. ...Read the whole story

Follow the Data: Why RTB is Growing Faster Than You Think by Michael Shehan

Much has been said in the last year about the rise of real-time bidding (RTB) and programmatic technologies within online video advertising. Some will hang their hat on the industry seeing widespread adoption of RTB and programmatic buying mechanisms in the coming months, while others will question its ability to grow, citing an overall lack of inventory within the online video space. But if you follow the data, the truth is clear: RTB for video is currently the top driver for the industry at large, and that trend is expected to continue. ...More

• Will Broadcast Avoid Its Annual Summer Slump? Not For Lack Of Trying by Ed Martin

  The traditional broadcast television season is an outdated concept -- right up there with quarterly sweeps periods and upfront week -- but it continues nevertheless, formally marking the beginning in September and the end in May of a nine-month period when most network programming is supposed to be new. Typically, broadcast goes dead after that final day in May (this year the 22nd). ...More

• The Most Impacful Mobile Revolution Begins Now by Kaila Colbin

  Sometimes I do not know how to live. I recycle -- and drive to work. I buy the cardboard milk carton instead of the plastic one -- and emit tons of carbon flying around the world. I pay my staff a fair wage -- and talk on a phone made by people who are earning anything but. The phone thing really bothers me, as I sit here connected to the Internet through my phone. After learning about appalling working conditions at the Foxconn factory in China -- where iPhones are made -- I was even more appalled to learn that ...More

• Samsung Aims Low With "Evolutionary Husband" by Larry Dobrow

  Following a weekend spent at a family wedding, at a New England inn so quaint that even the squirrels wore Izod, I couldn't wait to get home and reunite with my television. After nearly seven hours on the road, I bounded through the door, my heart fluttering either with joy or breakfast-meat-induced aortic convulsions, and leaped into the waiting folds of my couch. It received me as it would an old friend, or a sweaty throw pillow. ...More

• Video Drives Up To 35% Sales Bump For CPG Brands by Daisy Whitney

  When it comes to online video, marketers naturally want to know if video ads drive sales. Video ad platform Videology studied more than 186 million online and mobile video impressions on campaigns for several consumer packaged goods advertisers (since CPG comprises 22% of total videos ad impressions) to determine whether video drove sales. ...More

• Media Execs Re. $1 Bil NewFront Estimates: What Are They Smoking? by Wayne Friedman

  Wild upfront digital video estimates postured that many platforms/sites could get $1 billion in upfront money of the expected $4 billion in digital advertising dollars in 2013. But an OMMA Video panel of media executives for Internet Week said no way, with some saying it related to executives "smoking something." Big TV dollars can make one's head spin -- even without lighting up. ...More