Marin Software announced a partnership Tuesday with video distribution and data platform Channel Factory. The deal alllows brands like Toyota to buy YouTube Trueview in-stream cost-per-view advertising associated with keywords in the videos.
The deal with Channel Factory adds video to retargeting, paid search, display, social, and mobile offerings through Marin. The integration was developed through a team at Marin Labs, which experiments with all types of integrations. The engineers in the labs group also are working through services focusing on revenue tracking and mobile, per Matt Ackley, Marin CMO. "The group finds innovative solutions to complex digital marketing problems," he said.
Ackley spoke mainly about using Google AdWords for Video, but said Channel Factory also works with other video platforms.
Here's how it works: Marin identifies a direct line of sight between top-of-the-funnel video awareness campaigns and downstream conversions via search. These insights allows marketers to leverage metadata from videos to improve search, display, social and mobile marketing performance.
Digital video advertising will make up nearly 12% of all digital ad spending in the U.S. this year, per the eMarketer report. The trend points to using video to reinforce larger TV campaigns.
PricewaterhouseCoopers released a report earlier this month that suggests the video share of the overall Internet advertising revenue has more than doubled to 7% in the last six years, and video Internet ad revenue will grow from $2.78 billion in 2013 to $6.77 billion by 2018, at a 19.5% compounded annual growth rate.
Last week, Marin announced the acquisition of San Francisco-based Perfect Audience, founded in 2012, to support ad retargeting across Facebook, Twitter and other social sites.