• by Gavin O'Malley  @mp_gavin, September 18, 2012

With billions of ad dollars at stake, online video networks are fighting hard for a bigger piece of the pie. To that end, Adap.tv on Tuesday debuted a new tool, which it believes is the best way yet for advertisers to plan their online video buys.
 
“In minutes, an optimal digital video media plan can be created, leveraging the best data sources available, such as Nielsen,” said Toby Gabriner, President of Adap.tv. “Planners can then easily buy the recommended inventory, automatically optimize the campaign once it launches, and measure its effectiveness using both TV- and online-based metrics.”
 
Pulling out all the stops, Gabriner made the announcement at the first annual “Adapt Conference” in New York.

The so-called “Unified Planner" comes fully integrated into the Adap.tv Platform, which is an automated system to plan, buy and measure video ads.

At the company's conference on Tuesday, Gabriner touted the suite’s ability to specify target audiences and campaign goals, including parameters such as reach, frequency and TRPs. The solution will also recommend specific sites, which Adapt.tv says will more effectively deliver advertisers’ target audiences.
 
Planners have long complained that planning, buying and managing video ads is a less-than-elegant experience. Whether Adapt.tv’s new service can change this perception only time will tell.
 
Earlier this year, Forrester estimated that domestic digital video ad spending will explode by over 250% by 2016 -- from $2 billion in 2011 to $5.4 billion.

The estimate was largely attributed to a renaissance in quality, brand-safe video content, a proliferation in video-friendly devices and the maturing of younger online adept consumers.