The latest race for improvement in online video tools for advertising seems to lie in online ad verification. The last week alone has brought news from two prominent online video ad networks about enhanced verification tools for video spots. For starters, video ad technology firm BrightRoll said it's introduced new features to its platform for better inventory planning, targeting, and also brand safety. That includes a so-called "BrandWatch Tool" that makes sure ads are placed in safe and "in-view" inventory. ...Read the whole story
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telecom
T-Mobile Punches Up Attitude In New Campaign
In a new set of commercials set to begin airing this week, Carly is shown going through her closet, discarding magenta dress after magenta dress before landing upon a black leather motorcycle suit, with magenta trim. ...Read the whole story
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AOL Uses Nielsen Ratings, Peels Ad Dollars From TV
AOL said it would employ a fledgling Nielsen ratings stream to offer TV-style guarantees on audience delivery for its video ads. The deals will be based on GRPs with audience demographics, not simply clicks or impressions. They are leveraging original content to peel away ad dollars from the TV market. ...Read the whole story
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Multitasking 'TV-Plus-Mobile' Video Test Campaign Shows Big Brand And Intent Lifts
In an unprecedented test of ad effectiveness involving TV and mobile multitasking, video spots for the film 'Contraband' showed substantial additive impact when seen on multiple screens. Search, social and intent to purchase metrics, along with brand lift, were strongly affected. ...Read the whole story
We've all seen "the slides": the ones where former Morgan Stanley analyst and current Kleiner Perkins venture capitalist Mary Meeker tells us that mobile is an oncoming train in the computer's rearview mirror. It's true. It's happening. It's a matter of time. ...More
