• Online Video Gobbles $ From TV
    Online video continues to win ad dollars with its promises of efficiency and targeting, and it is also nabbing money from a softening TV market. The newest media spend report from agency giant Magna Global said that digital media claimed 30% of the ad market in the U.S. in 2014, or $49 billion. That's up 15% over the year before. Digital video ad spend increased 39%, playing a big role in fueling overall growth in digital media. In fact, the agency predicts that digital media spend will reach parity with TV spend by 2016.
  • I'm Always Going To Need My TV Ad Buy -- Right?
    In the throes of planning upcoming campaigns, any major marketer may well utter the following phrase about his or her media mix: "I'm always going to need my TV. It gives me invaluable reach." Sure, TV still gives you reach. But this argument will become less persuasive as we enter the final frontier of the digital media disruption, where precision targeting becomes paramount, and must-see prime-time TV programming become a thing of the past.
  • A Natural? 'Fifty Shades Of Grey' Spoofs Promote Condom Brands
    There was a ton of buzz around "Fifty Shades of Grey" in almost every stage of its development, from the moment the cast was announced to the the film's first teasers (which have generated more than 380 million views.) Three brands leveraged the excitement around the film's release with their own content.
  • How Digital Video Can Achieve The TV Standard: Verification AND Viewability
    The lines between what we watch on TV, desktop and mobile devices continue to blur, with audiences consuming video of ever-increasing quality at greater rates. So why does a massive gap remain between TV and digital video spending? The answer is simple: We've yet to standardize verification and viewability for video.
  • Video Metrics: Marketers Favor Views, Conversions, Brand Lift
    As the audience for digital video and the ads that come with it grows significantly year-over-year, marketers are becoming more sophisticated in the metrics they rely on to evaluate their campaigns. Advertising agencies ranked completed views, conversions, and brand lift as the three most important metrics in a digital video campaign, according to a just-released study from online video platform BrightRoll.
  • How Video Is Changing Mobile Advertising
    In 2015, we're expecting to see video making a stronger impact in the mobile space. Here is a look at the ways video is changing mobile advertising.
  • Video Ad Viewability Rises
    Video ad viewability has been a hot-button issue among advertisers and publishers over the last few years, especially as programmatic video buying has increased, bringing the topic to the forefront. With the fast rise in online video ad dollars comes the unfortunate side effect of ad fraud and bad traffic. But some relief is in sight for ad viewability woes, according to a just-released study by Integral Ad Science discussed by eMarketer.
  • Viewability: The Advertising Trend Of 2015
    The IAB is calling 2015 a "year of transition" as it recommends that advertisers seek 70% viewability during the year. But 2015 is more than a year of transition in terms of viewability. Viewability will be the defining advertising trend of 2015.
  • What History Tells Us as T/V Moves From Closed To Open Distribution System
    The dramatic shift in the way T/V (television/video) is distributed is driven by the explosive, Internet-enabled capacity to deliver television and video programming and advertising beyond the closed and proprietary channels of distribution that have contained it for years.
  • Mobile Video On Track For Three-Quarters of Traffic
    Mobile data traffic grew by 69% in 2014, and video accounts for most of that traffic. In fact, the amount of mobile video moving across networks surpassed 50% of mobile data traffic in 2012 and pushed past 55% by the end of last year, according to the latest report from Cisco that tracks worldwide mobile traffic. Within five years, nearly 75% of the content that moves across mobile networks will be video.
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