In a sea of online video, StumbledUpon may have solved the problem of
finding content suited to users' tastes.
Friday, December 15
StumbleUpon Offers Personalized Video Content
Google, Baidu eye online video business in China
Google Inc. and Baidu.com Inc., its biggest rival in China, are
exploring similar options to expand their online video services in the
world's fourth-largest economy.
ADVERTISEMENT
Industry sources told Reuters this week that the two Internet search
leaders have independently had early discussions with some local video
Web sites for potential business cooperation or possible acquisitions.
Thursday, December 14
More Advertisers to Increase TV Spend than Online Media
New research shows that TV might be seeing a slight resurgence with
advertisers, with more advertisers planning to increase their TV spend
than their spend in online media.
According to the just-completed fall Advertiser Perceptions survey of
2,400 decision makers, 31 percent plan to boost their TV ad spending
over the next six months, while only 29 percent plan to increase it
for online media.
Wednesday, December 13
Pulse 360 launches online video targeting service
Pulse 360, a Web marketing company, announced the launch of an online
video ad targeting service. Using the service, marketers can target
online video ads to users based on context, location, behavior or
other demographics. Video ads can be appended at the beginning or end
of online video content.
Time Life, Brightcove Partner To Hawk 'Get Smart' DVD
TIME LIFE IS TEAMING UP with Internet video company Brightcove in a
marketing effort to help promote the release of "Get Smart: The
Complete Collection," a DVD boxed set of all five seasons of the
classic TV comedy that ran on NBC from 1965 to 1970. The viral
campaign will provide fan sites, blogs and other Web outlets with a
media player featuring "Get Smart" clips that will be periodically
updated during the holiday season promotion. The clips enable viewers
to click through the video to the Time Life site to buy the 25-DVD
boxed set.
Monday, December 11
Coke Uses YouTube Stars for Holiday Campaign
After an initially cool reaction to amateur video auteurs, Coca-Cola
is continuing its embrace of consumer creativity with a YouTube
promotion...
Wednesday, December 6
ValueClick Enters Web Video Market
December 05, 2006
By Brian Morrissey, Adweek
NEW YORK -- While Web video has been dominated by big sites like YouTube, ValueClick is betting 2007 will be the year that more small sites add streaming content.
The Westlake Village, Calif.-based advertising network this week begins offering the 13,000-plus sites in its network the opportunity to run in-stream video spots, complementing the banner ads the company already provides.
ValueClick is the latest entrant into the booming Web video market, which eMarketer expects to grow from $650 million in 2007 to $1.7 billion by 2009.
While major destinations like YouTube, Yahoo, MSN and Google (in addition to high-traffic sites like CNN.com and ESPN.com) account for a large portion of Web video views, ValueClick sees an emerging market of small providers, such as Live365.com and GetRadio.com. Its network approach will allow advertisers to run campaigns that reach millions of viewers dispersed on small sites.
In a survey of its publishers, 20% already have video and 50% plan to in 2007. Yet most remain too small to handle or sell video placements on their own, said Dave Yovanno, general manager of media at ValueClick.
"It's very early in the market for video representation," he said.
The long tail of small sites is the focus on several Web video advertising startups, including ROO, Tremor, Broadband Enterprises and Brightcove. In its first month, ValueClick expects it will stream over 100 million video ads.
ValueClick would have a leg up on most of those because of its existing relationship with Web publishers who are moving from mostly text-based offerings, monetized through banner ads, to broadband content with in-stream placements, Yovanno said.
The company is experimenting with different forms of video spots, including pre-roll, post-roll and placements around the video player. While it will sell placements on a cost-per-thousand basis of about $20, ValueClick will remain focused on delivering measurable results over pure branding, Yovanno said.
"We're absolutely focused on providing the steak with the sizzle," he said.
By Brian Morrissey, Adweek
NEW YORK -- While Web video has been dominated by big sites like YouTube, ValueClick is betting 2007 will be the year that more small sites add streaming content.
The Westlake Village, Calif.-based advertising network this week begins offering the 13,000-plus sites in its network the opportunity to run in-stream video spots, complementing the banner ads the company already provides.
ValueClick is the latest entrant into the booming Web video market, which eMarketer expects to grow from $650 million in 2007 to $1.7 billion by 2009.
While major destinations like YouTube, Yahoo, MSN and Google (in addition to high-traffic sites like CNN.com and ESPN.com) account for a large portion of Web video views, ValueClick sees an emerging market of small providers, such as Live365.com and GetRadio.com. Its network approach will allow advertisers to run campaigns that reach millions of viewers dispersed on small sites.
In a survey of its publishers, 20% already have video and 50% plan to in 2007. Yet most remain too small to handle or sell video placements on their own, said Dave Yovanno, general manager of media at ValueClick.
"It's very early in the market for video representation," he said.
The long tail of small sites is the focus on several Web video advertising startups, including ROO, Tremor, Broadband Enterprises and Brightcove. In its first month, ValueClick expects it will stream over 100 million video ads.
ValueClick would have a leg up on most of those because of its existing relationship with Web publishers who are moving from mostly text-based offerings, monetized through banner ads, to broadband content with in-stream placements, Yovanno said.
The company is experimenting with different forms of video spots, including pre-roll, post-roll and placements around the video player. While it will sell placements on a cost-per-thousand basis of about $20, ValueClick will remain focused on delivering measurable results over pure branding, Yovanno said.
"We're absolutely focused on providing the steak with the sizzle," he said.
Valueclick's Video Product: Another Day, Another Video Platform
Seeking Alpha:
Posted on Dec 6th, 2006 with stocks: VCLK
ashkanAshkan Karbasfrooshan submits: Not a day goes by when a company does not introduce a new video platform: yesterday it was Valueclick’s (VCLK) turn.
The new system for publishers and marketers will be integrated into ValueClick’s existing ad-serving platform and will include a variety of formats, such as video, rich media and standard display ads.
We like Valueclick a lot. I used to own the stock and sold it after I doubled my money. Frankly, had I kept, I think I could have nearly tripled it. Anyway, Valueclick has grown of late through acquisitions, so it’s ironic to see this from John Ellis, vice president, product management at ValueClick Media, the ValueClick unit that operates the ad network:
A lot of our competitors got into the video ad space by acquiring other companies. We’ve integrated video into our existing platform so that on Day 1, advertisers can take full advantage of this.
Indeed, it’s not a bad idea to integrate this because Valueclick has a lot of nice pieces in its product line as it is.
We’re just a bit concerned about all of the innovation in the space. We’re not luddites or anything, we’re a perfect example of a company (a producer of original video content for the Web) who would like to use their platform. The problem is that we’re also looking at alternatives from Valueclick’s competitors. Adoption of any platform takes time.
Anyway, we’ll look at the platform by Valueclick and let you know of our thoughts.
Posted on Dec 6th, 2006 with stocks: VCLK
ashkanAshkan Karbasfrooshan submits: Not a day goes by when a company does not introduce a new video platform: yesterday it was Valueclick’s (VCLK) turn.
The new system for publishers and marketers will be integrated into ValueClick’s existing ad-serving platform and will include a variety of formats, such as video, rich media and standard display ads.
We like Valueclick a lot. I used to own the stock and sold it after I doubled my money. Frankly, had I kept, I think I could have nearly tripled it. Anyway, Valueclick has grown of late through acquisitions, so it’s ironic to see this from John Ellis, vice president, product management at ValueClick Media, the ValueClick unit that operates the ad network:
A lot of our competitors got into the video ad space by acquiring other companies. We’ve integrated video into our existing platform so that on Day 1, advertisers can take full advantage of this.
Indeed, it’s not a bad idea to integrate this because Valueclick has a lot of nice pieces in its product line as it is.
We’re just a bit concerned about all of the innovation in the space. We’re not luddites or anything, we’re a perfect example of a company (a producer of original video content for the Web) who would like to use their platform. The problem is that we’re also looking at alternatives from Valueclick’s competitors. Adoption of any platform takes time.
Anyway, we’ll look at the platform by Valueclick and let you know of our thoughts.
Tuesday, December 5
ValueClick Launches In-Stream Video Network
ClickZ News
By Kate Kaye | December 5, 2006
There's no denying online video is ripe for monetization through more pervasive in-stream advertising, and today's public beta launch of same across the ValueClick Media network is yet another signal. Following the footsteps of ad network competitors like Advertising.com and 24/7 Real Media, the firm is now allowing its publishers to provide pre- and post-roll video, display and rich media ads to advertisers. ValueClick will also target video spots based on previous user behavior.
A quarter of the 13,500 publishers in the network currently have video content on their sites, said ValueClick Media GM David Yovanno. The company expects that number to double in Q1 of next year, he added. "We realized we needed to work with our publishers about advertising opportunities that might come out of that," he said.
About 150 publishers are set to serve up video ads from more than 100 advertisers through the system, Yovanno told ClickZ News. The platform enables pre-roll and post-roll video in addition to static graphical images served directly within the video player before and after content plays. Advertiser verticals the network typically sells to, including telecom, pharmaceutical, consumer electronics and automotive have all experimented through the video network, he continued.
Post-roll display ads, said JupiterResearch Analyst Emily Riley, will be especially appealing to direct response advertisers that "before would be completely shut out" of video advertising since publishers don't want users clicking away from their sites before viewing their content.
Though she thinks the video ad product is "a good move" for ValueClick, Riley cautioned video inventory is "somewhat limited" on many of the network's sites, which are smaller non-portal publishers. She added, "Even if you have video content, in many cases it's by far less traffic than the homepage of your site."
Buying video ads through such a network, though, could broaden reach and ease the process for advertisers that find purchasing video directly on several smaller sites too labor intensive. "They can aggregate so many disparate sites that might offer small amounts of video," said Riley.
The network will provide original, repurposed, syndicated and user-generated video content, allowing advertisers to buy site-by-site as well as on a portfolio, channel, reach and marketplace basis. Advertisers can block ads from being served in CGM video, according to Yovanno. "We clear that up front in the media planning stage," he added.
ValueClick will enable its behavioral targeting and optimization technologies for the video ads, in addition to frequency capping and other types of targeting. At first, ads will be sold on a CPM basis only, but the company anticipates offering performance-based buys in the future. "As we get more skilled at managing this unit, we'll be able to offer more performance-based [ads]," Yovanno said.
AOL's Advertising.com can also target video ads based on user behavior; however, said Aimee Irwin, the firm's video ad network VP, "It's technically possible, but because of scale…we don't tend to do it." The network, which has been combined with Lightningcast's video network since also being acquired by AOL, usually targets video spots contextually, demographically, and by site. "Those are primarily where advertiser demands are these days," added Irwin.
"I would definitely think we'll be competing with Advertising.com in the market," said Yovanno.
24/7 Real Media partnered last October with video network Roo to serve up in-stream ads. Other services like rich media vendor Eyewonder and video distribution firm Brightcove also offer ad networks.
ValueClick developed its video serving technology specifically for the new offering. Because the firm represents a variety of video inventory across a diverse mix of publishers, Yovanno said the company didn't think available technologies would be appropriate to integrate with its platform. The new product lets publishers serve ads in videos displayed through Windows Media Player, Apple Quicktime and Macromedia Flash.
Now that more and more networks are offering in-stream ads, said Jupiter's Riley, "It's a matter of how to categorize the content….It's a big project."
By Kate Kaye | December 5, 2006
There's no denying online video is ripe for monetization through more pervasive in-stream advertising, and today's public beta launch of same across the ValueClick Media network is yet another signal. Following the footsteps of ad network competitors like Advertising.com and 24/7 Real Media, the firm is now allowing its publishers to provide pre- and post-roll video, display and rich media ads to advertisers. ValueClick will also target video spots based on previous user behavior.
A quarter of the 13,500 publishers in the network currently have video content on their sites, said ValueClick Media GM David Yovanno. The company expects that number to double in Q1 of next year, he added. "We realized we needed to work with our publishers about advertising opportunities that might come out of that," he said.
About 150 publishers are set to serve up video ads from more than 100 advertisers through the system, Yovanno told ClickZ News. The platform enables pre-roll and post-roll video in addition to static graphical images served directly within the video player before and after content plays. Advertiser verticals the network typically sells to, including telecom, pharmaceutical, consumer electronics and automotive have all experimented through the video network, he continued.
Post-roll display ads, said JupiterResearch Analyst Emily Riley, will be especially appealing to direct response advertisers that "before would be completely shut out" of video advertising since publishers don't want users clicking away from their sites before viewing their content.
Though she thinks the video ad product is "a good move" for ValueClick, Riley cautioned video inventory is "somewhat limited" on many of the network's sites, which are smaller non-portal publishers. She added, "Even if you have video content, in many cases it's by far less traffic than the homepage of your site."
Buying video ads through such a network, though, could broaden reach and ease the process for advertisers that find purchasing video directly on several smaller sites too labor intensive. "They can aggregate so many disparate sites that might offer small amounts of video," said Riley.
The network will provide original, repurposed, syndicated and user-generated video content, allowing advertisers to buy site-by-site as well as on a portfolio, channel, reach and marketplace basis. Advertisers can block ads from being served in CGM video, according to Yovanno. "We clear that up front in the media planning stage," he added.
ValueClick will enable its behavioral targeting and optimization technologies for the video ads, in addition to frequency capping and other types of targeting. At first, ads will be sold on a CPM basis only, but the company anticipates offering performance-based buys in the future. "As we get more skilled at managing this unit, we'll be able to offer more performance-based [ads]," Yovanno said.
AOL's Advertising.com can also target video ads based on user behavior; however, said Aimee Irwin, the firm's video ad network VP, "It's technically possible, but because of scale…we don't tend to do it." The network, which has been combined with Lightningcast's video network since also being acquired by AOL, usually targets video spots contextually, demographically, and by site. "Those are primarily where advertiser demands are these days," added Irwin.
"I would definitely think we'll be competing with Advertising.com in the market," said Yovanno.
24/7 Real Media partnered last October with video network Roo to serve up in-stream ads. Other services like rich media vendor Eyewonder and video distribution firm Brightcove also offer ad networks.
ValueClick developed its video serving technology specifically for the new offering. Because the firm represents a variety of video inventory across a diverse mix of publishers, Yovanno said the company didn't think available technologies would be appropriate to integrate with its platform. The new product lets publishers serve ads in videos displayed through Windows Media Player, Apple Quicktime and Macromedia Flash.
Now that more and more networks are offering in-stream ads, said Jupiter's Riley, "It's a matter of how to categorize the content….It's a big project."
ValueClick Launches Video Network
iMedia:
By Dawn Anfuso
ValueClick today is introducing a combination in-stream and in-banner solution for advertisers and publishers. The beta program will enable advertisers to insert a video, rich-media or static banner ad before or after video content.
"A lot of folks are trying to figure out what to do [in regard to advertising in and around video.] This enables them to take what assets they have, even if they don't have video yet, and experiment," says John Ardis, VP, digital marketing, ValueClick.
The video solution -- essentially another ad unit option -- integrates with the ad networks' other offerings, such as behavioral targeting, and is compatible with all online video players.
ValueClick boasts 13,000-plus sites in its network, plus a focus on performance, offering advertisers broad reach and "long-tail experimentation," says Ardis.
Advertisers can begin pulling the code for the in-video ads starting today. Over a hundred publishers have expressed interest in the offering, and dozens of advertisers have indicated they will take advantage of it. ValueClick estimates it will serve 100 million streams within the first month.
ValueClick plans to add enhancements, such as companion banners and international expansion, in the future.
eMarketer recently estimated that online video advertising will reach $2.35 billion by 2010. The industry is gearing up for this growth.
In November, DoubleClick released DART Motif for In-Stream, a publisher solution for measuring and managing video ad serving from any format, any player, and EyeWonder introduced a tool to enable interactive marketers to design, build, preview and test EyeWonder rich media and video ad units through a Macromedia Flash environment, simplifying the process.
By Dawn Anfuso
ValueClick today is introducing a combination in-stream and in-banner solution for advertisers and publishers. The beta program will enable advertisers to insert a video, rich-media or static banner ad before or after video content.
"A lot of folks are trying to figure out what to do [in regard to advertising in and around video.] This enables them to take what assets they have, even if they don't have video yet, and experiment," says John Ardis, VP, digital marketing, ValueClick.
The video solution -- essentially another ad unit option -- integrates with the ad networks' other offerings, such as behavioral targeting, and is compatible with all online video players.
ValueClick boasts 13,000-plus sites in its network, plus a focus on performance, offering advertisers broad reach and "long-tail experimentation," says Ardis.
Advertisers can begin pulling the code for the in-video ads starting today. Over a hundred publishers have expressed interest in the offering, and dozens of advertisers have indicated they will take advantage of it. ValueClick estimates it will serve 100 million streams within the first month.
ValueClick plans to add enhancements, such as companion banners and international expansion, in the future.
eMarketer recently estimated that online video advertising will reach $2.35 billion by 2010. The industry is gearing up for this growth.
In November, DoubleClick released DART Motif for In-Stream, a publisher solution for measuring and managing video ad serving from any format, any player, and EyeWonder introduced a tool to enable interactive marketers to design, build, preview and test EyeWonder rich media and video ad units through a Macromedia Flash environment, simplifying the process.
ValueClick Unveils New Video Ad-Serving Platform
MediaPost:
by Mark Walsh, Tuesday, Dec 5, 2006 6:00 AM ET
AS VIDEO SPREADS ACROSS THE Web, the competition to surround it with advertising also grows. No. 2 Internet ad network ValueClick Inc. today unveils a new video ad-serving system to run ads before and after videos and within banners.
The new system for publishers and marketers will be integrated into ValueClick's existing ad-serving platform and will include a variety of formats, such as video, rich media and standard display ads.
ValueClick estimates that one-quarter of the publishers in its 13,500-site network already offer video, and projects that half will offer it by the first quarter of next year. Inventory of about 100 million video streams will be available at launch.
With the move, ValueClick also takes direct aim at Advertising.com, the Web's largest ad network. Earlier this year, it acquired online video ad company Lightningcast to boost its own video-ad serving ability. Advertising.com sites reached 84% of the U.S. Internet audience in October, while ValueClick's reach totaled 77%, according to comScore Media Metrix.
"A lot of our competitors got into the video ad space by acquiring other companies," says John Ellis, vice president, product management at ValueClick Media, the ValueClick unit that operates the ad network. "We've integrated video into our existing platform so that on Day 1, advertisers can take full advantage of this."
Helping to fuel investments in video ad technology is recent research showing that video is the fastest-growing type of online advertising. Market research firm eMarketer predicts that Internet video advertising will be a $3 billion business by 2010, compared to a $410 million one this year.
This emerging market has also given rise to a crop of nascent video ad networks, such as Tremor Media and BrightRoll, seeking to compete with established online ad networks.
Ellis says ValueClick considered buying video ad expertise before building its own system, but found that smaller companies wouldn't be able to serve video ads on a large ad network. "They weren't accustomed to dealing with the scale that we are."
For advertisers, ValueClick its touting the reach of its network as a way to go beyond the top Internet properties to unlock the "long tail" value of Web video content.
Publishers, meanwhile, would be able to easily add video to existing account management tools and take advantage of the higher CPMs commanded by video ads.
ValueClick is also planning to syndicate licensed video content to publishers to help generate video ad sales. ValueClick network publishers include Guardian Unlimited, InsideHoops.com, Jobs.net and The Harvard Business Review.
Recently, ad technology companies DoubleClick and Atlas, a unit of aQuantive, introduced their own video-ad serving systems for advertisers and publishers. Ellis said ValueClick clients would still be able to use third-party video ad-serving software from those companies or others if they chose not to use ValueClick's new video ad system.
by Mark Walsh, Tuesday, Dec 5, 2006 6:00 AM ET
AS VIDEO SPREADS ACROSS THE Web, the competition to surround it with advertising also grows. No. 2 Internet ad network ValueClick Inc. today unveils a new video ad-serving system to run ads before and after videos and within banners.
The new system for publishers and marketers will be integrated into ValueClick's existing ad-serving platform and will include a variety of formats, such as video, rich media and standard display ads.
ValueClick estimates that one-quarter of the publishers in its 13,500-site network already offer video, and projects that half will offer it by the first quarter of next year. Inventory of about 100 million video streams will be available at launch.
With the move, ValueClick also takes direct aim at Advertising.com, the Web's largest ad network. Earlier this year, it acquired online video ad company Lightningcast to boost its own video-ad serving ability. Advertising.com sites reached 84% of the U.S. Internet audience in October, while ValueClick's reach totaled 77%, according to comScore Media Metrix.
"A lot of our competitors got into the video ad space by acquiring other companies," says John Ellis, vice president, product management at ValueClick Media, the ValueClick unit that operates the ad network. "We've integrated video into our existing platform so that on Day 1, advertisers can take full advantage of this."
Helping to fuel investments in video ad technology is recent research showing that video is the fastest-growing type of online advertising. Market research firm eMarketer predicts that Internet video advertising will be a $3 billion business by 2010, compared to a $410 million one this year.
This emerging market has also given rise to a crop of nascent video ad networks, such as Tremor Media and BrightRoll, seeking to compete with established online ad networks.
Ellis says ValueClick considered buying video ad expertise before building its own system, but found that smaller companies wouldn't be able to serve video ads on a large ad network. "They weren't accustomed to dealing with the scale that we are."
For advertisers, ValueClick its touting the reach of its network as a way to go beyond the top Internet properties to unlock the "long tail" value of Web video content.
Publishers, meanwhile, would be able to easily add video to existing account management tools and take advantage of the higher CPMs commanded by video ads.
ValueClick is also planning to syndicate licensed video content to publishers to help generate video ad sales. ValueClick network publishers include Guardian Unlimited, InsideHoops.com, Jobs.net and The Harvard Business Review.
Recently, ad technology companies DoubleClick and Atlas, a unit of aQuantive, introduced their own video-ad serving systems for advertisers and publishers. Ellis said ValueClick clients would still be able to use third-party video ad-serving software from those companies or others if they chose not to use ValueClick's new video ad system.
ValueClick Enables Banner and Rich Media Ads in Streaming Video Content
Company's Video Efforts Could Expand to Cable Television
By Jack Myers
Jack@Mediavillage.com
ValueClick is offering advertisers a way to incorporate banner-based direct response offers with their video ads.
Myers Publishing has forecast broadband video advertising will increase from an estimated $500 to $700 million in 2006 to, conservatively, $2.7 billion in 2010, with most of the growth coming from in-stream advertising. Today, ValueClick Media is introducing an in-stream video solution in beta format for advertisers and publishers that enables advertisers to insert multiple format ads, including video, rich media or static banners into pre and post-roll inventory accompanying streaming video content.
The launch, explains ValueClick VP for product management John Ellis, is intended to respond to the accelerating growth of video ad inventory and marketers' need for flexibility. "Thus far, most of what's happening in the in-stream space is a repurposing of TV commercials to online," explained Ellis in a conversation with Jack Myers Media Business Report. "This works for branding messages but not necessarily for direct response, which most advertisers want from their online advertising. We want to provide flexibility for marketers' branding and DR objectives by enabling them to associate their existing online ad formats with the growing amount of video content."
The strategy enables second and third tier website publishers to increase their video content without concern about demand from in-stream video advertisers. While first tier sites are selling out their entire inventory and could probably double their revenues with added inventory, marketers and agencies have been reluctant to extend video campaigns to the thousands of smaller sites aligned with networks such as ValueClick, which represents 13,500 sites reaching 75 percent of the U.S. population monthly.
"Advertisers want performance and scale," says Ellis. "We are accountable for what happens. We are in such an early stage we felt it was important to give clients creative opportunities and to have a full tool sets to experiment with. We believe traditional rich media and banner ads will perform better incorporated with video content, and we are looking at click through and conversion as well as the lift in brand metrics."
Dave Yovanno, ValueClick general manager, points out 25 percent of ValueClick's publishers currently run video content on their sites and expects it will grow to 50 percent in the next four months. Through the new ValueClick service, he says, these publishers will have the opportunity to run all current advertising formats in this newly created inventory. "Content is moving from text based to video, which is more expensive for publishers to support. They need increased ad revenues to underwrite this content, but demand for video inventory is not necessarily equal to the growing supply. We're responding to that need and offering advertisers a way to incorporate banner-based direct response offers with their video ads."
Yovanno believes the ValueClick model will also apply to interactive television by incorporating information into the feedback loop and combining video with static advertising messages. "The biggest opportunity is to leverage the mindshare and market share we have with our 13,500 sites, along with the growing amount of video content, and to offer optimization techniques and solutions that we think will be unique."
John Ardis, ValueClick's Vice President for Corporate Strategy, acknowledges the company "has relationships with newspapers and local TV affiliates and we are in negotiations to represent their display ad inventory and online inventory. We're looking to bring in more branded media inventory, and could potentially add cable programming." The planned eBay auction model being investigated by several marketers and agencies with selected cable networks for a first quarter test, Ardis suggests, signals that "major brands are questioning the value they are currently receiving from traditional media and they are seeking greater cost efficiencies." Yovanno adds, "the auction model is good for valuable or for low cost inventory and in the auction environment there are inconsistencies and unknowns. Our position is in between, serving clients and planners who want cost efficiencies with consistent campaign performance and reliability."
Ardis agrees: "Our reach coupled with performance, pricing and more emotive and branding video opportunities bodes well for the online industry. The ValueClick beta service," he says, "is an attempt is to be ahead of the video wave and enable the long tail of the Internet to get on the video bandwagon at an early stage. Demand for video is increasing rapidly and our focus is on performance for the marketers and generating revenues for the publishers."
By Jack Myers
Jack@Mediavillage.com
ValueClick is offering advertisers a way to incorporate banner-based direct response offers with their video ads.
Myers Publishing has forecast broadband video advertising will increase from an estimated $500 to $700 million in 2006 to, conservatively, $2.7 billion in 2010, with most of the growth coming from in-stream advertising. Today, ValueClick Media is introducing an in-stream video solution in beta format for advertisers and publishers that enables advertisers to insert multiple format ads, including video, rich media or static banners into pre and post-roll inventory accompanying streaming video content.
The launch, explains ValueClick VP for product management John Ellis, is intended to respond to the accelerating growth of video ad inventory and marketers' need for flexibility. "Thus far, most of what's happening in the in-stream space is a repurposing of TV commercials to online," explained Ellis in a conversation with Jack Myers Media Business Report. "This works for branding messages but not necessarily for direct response, which most advertisers want from their online advertising. We want to provide flexibility for marketers' branding and DR objectives by enabling them to associate their existing online ad formats with the growing amount of video content."
The strategy enables second and third tier website publishers to increase their video content without concern about demand from in-stream video advertisers. While first tier sites are selling out their entire inventory and could probably double their revenues with added inventory, marketers and agencies have been reluctant to extend video campaigns to the thousands of smaller sites aligned with networks such as ValueClick, which represents 13,500 sites reaching 75 percent of the U.S. population monthly.
"Advertisers want performance and scale," says Ellis. "We are accountable for what happens. We are in such an early stage we felt it was important to give clients creative opportunities and to have a full tool sets to experiment with. We believe traditional rich media and banner ads will perform better incorporated with video content, and we are looking at click through and conversion as well as the lift in brand metrics."
Dave Yovanno, ValueClick general manager, points out 25 percent of ValueClick's publishers currently run video content on their sites and expects it will grow to 50 percent in the next four months. Through the new ValueClick service, he says, these publishers will have the opportunity to run all current advertising formats in this newly created inventory. "Content is moving from text based to video, which is more expensive for publishers to support. They need increased ad revenues to underwrite this content, but demand for video inventory is not necessarily equal to the growing supply. We're responding to that need and offering advertisers a way to incorporate banner-based direct response offers with their video ads."
Yovanno believes the ValueClick model will also apply to interactive television by incorporating information into the feedback loop and combining video with static advertising messages. "The biggest opportunity is to leverage the mindshare and market share we have with our 13,500 sites, along with the growing amount of video content, and to offer optimization techniques and solutions that we think will be unique."
John Ardis, ValueClick's Vice President for Corporate Strategy, acknowledges the company "has relationships with newspapers and local TV affiliates and we are in negotiations to represent their display ad inventory and online inventory. We're looking to bring in more branded media inventory, and could potentially add cable programming." The planned eBay auction model being investigated by several marketers and agencies with selected cable networks for a first quarter test, Ardis suggests, signals that "major brands are questioning the value they are currently receiving from traditional media and they are seeking greater cost efficiencies." Yovanno adds, "the auction model is good for valuable or for low cost inventory and in the auction environment there are inconsistencies and unknowns. Our position is in between, serving clients and planners who want cost efficiencies with consistent campaign performance and reliability."
Ardis agrees: "Our reach coupled with performance, pricing and more emotive and branding video opportunities bodes well for the online industry. The ValueClick beta service," he says, "is an attempt is to be ahead of the video wave and enable the long tail of the Internet to get on the video bandwagon at an early stage. Demand for video is increasing rapidly and our focus is on performance for the marketers and generating revenues for the publishers."
Monday, December 4
Viewpoint Service Aims to Simplify Pre-Roll Video
Unicast, the online advertising division of the Viewpoint Corporation, today released its new InStream pre-roll advertising service, which aims to provide video publishers with hassle-free, seamless video ad placement prior to playback of online content. The new service works across all OS’s, browsers, and video players like Flash, Windows Media, Real Player, and QuickTime.
Yahoo To Distribute BBC News Clips
YAHOO WILL BEGIN OFFERING BBC News video on its Web site, per a new deal with ABC News, the Internet company said late last week. ABC will provide about 30 clips daily under the new agreement.
AtomFilms Overhauls Site To Boost Viral Distribution
In hopes of encouraging users to spread its short video clips, AtomFilms has redesigned its Web site--adding new a syndicated video player that can be embedded in other sites, including social networking site MySpace. Verizon Wireless will initially sponsor the new site, which is relaunching today.
iVillage Live Takes Homemade Videos To TV
As part of its experiment fusing television and the Web, "iVillage Live," the daytime talk show premiering today, will give viewers the chance to see their homemade videos on TV. The videos will be selected from among the most popular submitted to the show's companion iVillageLive.com site.
Merrill Lynch Sees Slight Ad Spending Rise In '07
Next year should prove interesting--ad-wise. After pulling out of this year's upfront market, AOL looks to be pulling out of advertising altogether, according to an influential Wall Street analyst. The good news--predicted 2007 increases in auto and telecom spending. Overall, Merrill Lynch predicts U.S. ad spending will inch up 2.6% next year, but that car makers will spend significantly to rebuild their brands.
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