Nielsen, Roku, and Yahoo's BrightRoll made a series of separate announcements Thursday that aim to change the way marketers allocate budgets and buy advertising media as viewer behavioral patterns shift. Video advertising measurement will be critical as marketers determine where to put their advertising dollars.
YouTube vlogger John Green told a room full of advertisers at NewFronts last night that they're in danger of becoming irrelevant. YouTube's Brandcast event for advertisers was the usual spectacular thing, with an interesting hook: YouTube invited a few dozen young viewers who saw a little bit of how those videos are big business.
Maker Studios today was to announce 15 new video projects and said it had been working with Disney Co. units including ESPN, Marvel and ABC's Lincoln Square Productions to develop new content, according to a press release issued just before its NewFront presentation in New York. Beginning this summer, Maker and X Games will pair on projects, and Marvel will use Maker to develop original digital content and programs.
Vungle has launched a London-based team of artists, filmmakers and interactive specialists to create video advertisements the company claims have some of the highest conversion and completion rates across any digital advertising channel. Data behind Vungle's video platform optimizes ad placement and identifies the type of phone and features before serving the ad, as well as likes and dislikes of those viewing the ads
At the NAB Show, Akamai and Adobe unveiled a new server side ad insertion device that it says could block the ad blockers, and RRMedia introduced SolaRR, an all-in-one media services platform.
YouTube's Ad Leaderboard took a turn in March, racking up 166.2 million minutes watched for the top 10, up 8% compared with February. Overall, the ads earned 102.8 million views. The most popular videos on Google's online video site transitioned from focusing on the Super Bowl to celebrating life's diversities.
Vibrant Media plans to enter the pre-roll ad market competing with video advertising networks in the U.S. on viewability, scale, targeting, and budget, but the challenges might be greater than they originally seemed. The company will go head to head against established players like AOL's Adapt.TV, Adobe's Auditude, Yahoo's BrightRoll, and YuMe.
Google's YouTube has added interactive cards to its skippable TrueView video ads, giving marketers the option to include more information as overlays on video ad spots. It's another way to keep viewers' attention -- and more of the money in Google's coffer.
Ooyala IQ measures and compares, in millisecond device, operating system, traffic source or location, using Apache Spark. Ooyala will be showcasing the new platform at the NAB show in Las Vegas next week. It's been in beta testing for a year or so. I
Hostage photos shared on YouTube and Twitter taken during an armed siege last week prompted a Turkish court to order blocks on the video and social site. Google's YouTube confirms seeing reports of the block in Turkey and continues to work to restore service.