It doesn’t take a savant to see that digital video advertising is hotter than an industrial forge. eMarketer estimated that digital video ad spend hit $6 billion in 2014, and spend for 2015 will run somewhere around $7.7 billion. And within that, programmatic video spend will hit $2.8 billion in 2015 (37% of total digital spend) and increase the next year to $3.8 billion (40%). A 2014 industry survey suggested that more than half of digital publishers are making their premium video inventory available for programmatic buying.
Yet, premium digital video is still considered a scarce resource, and it’s arguable that supply is not meeting demand. While many video publishers can sell out of inventory easily through direct sales efforts, any publisher monetizing video must have a programmatic strategy in place considering the serious cash...read full post
Workflow can be the bane of ops' existence. The order’s journey from sales to ops to inventory and other stops can be a perilous one full of treacherous platform crossings and other hazards – it can make Frodo Baggins’ excursion to Mount Doom look like a walk in the park. Teams are stuck entering the same data into multiple systems that simply don’t communicate with each other. And the smallest breakdown can set off a massive inquiry through the complexity – some of the search teams may not return.
Hyperbole aside, ops longs to relieve the aches of workflow through streamlining, though for many this seems like merely a dream. Are digital media professional cursed to tedious labor for eternity? No – but workflow overhaul is an intensive process that requires months of planning and building before you can even dream about...read full post
In the past, the acronym CPA had a simple connotation for publishers: low payout. Particularly in the post-bubble digital advertising world, CPA campaigns seemed a desperate alternative when CPMs had hit rock bottom. But more than a decade later, Epom Head of Sales Andrew Lebowski argues that in the age of programmatic and analytics, CPA isn’t yesterday’s “cost per acquisition.”
CPA can be a powerful route for advertisers, particularly ones who look beyond conversions and seek insight into their target audiences. In turn, it’s a healthier revenuefor publishers – particularly when it comes to the desertknown as mobile. I chatted with Lebowski about current CPA business, the mobile opportunity and thwarting bot traffic. We even ventured further down the rabbit hole to debate how networks can stay viable...read full post
For publishers, mobile is an itch spreading over greater sections of skin, tingling more ferociously every second. Scratching doesn’t make it worse, but certainly fails to relieve the symptoms.
Publishers continue to struggle in their mobile monetization efforts: because there’s little incentive for direct sales to evangelize the channel (particularly when it comes to display), programmatic would seem to be the savior. However, the success of desktop advertising and transaction models ported to mobile has been limited.
Fortunately, mobile is still a young space, filled with opportunities for innovation – it’s a prime time for publishers to embrace new tools and advertising units. As JUICE Mobile CEO and President Neil Sweeney puts it, “today's methodologies and...read full post
Fifty percent of pixels in view on the in-focus browser tab for two continous seconds. It doesn’t seem like a giant barrier to cross for a video ad to be considered in-view – and that was the point.
Following the June 30 lifting of the Media Rating Council’s advisory against transacting video on a viewable basis, agency folk took to the ad tech trades to grumble about the seemingly low standard. But these agencies were highly involved in the discussions deciding on the threshold – in fact, the main reason video viewability was gated for 90 days longer than display viewability was...read full post