Of course the mainstreaming of header bidding has rocked the broader digital landscape, for reasons that ought to be familiar to most AdMonsters readers. But for all its merits, there’s been this widespread suspicion that maybe the header isn’t the end game here: What if the header is just a way station on the road to a better way of transacting?
That said, there’s a lot of uncertainty about what the next step might be. We’re starting to hear some suggestions, some theoretical and a few already in play. One of those suggestions is that server-to-server connections, not the header, are a more appropriate place for publishers to manage demand. Sonobi is one of the companies that’s gung ho about making a go of server-to-server solutions right now, and they’ve just...read full post
If you've ever been a lover of the theater, or if you've ever been close to one, then Playbill is likely more to you than just a familiar name and eye-catching yellow-and-black logo. The print magazine version has been publishing since 1884, distributing its goods to readers who want to stay informed about what's happening in the world of live theater.
Playbill has only recently come into the mobile app scene, though -- the Playbill app launched earlier in 2016. That said, according to Playbill Chief Digital Officer Rachel Glickman, when they began developing the app, they had some clear ideas about the content it should deliver, the interactivity it should offer to users inside and outside of the theater, and the strategies it should ply to monetize. AdMonsters recently...read full post
More than ever, publishers are feeling pressure to really understand and deliver on their video inventory in mobile. It’s widely held, and upheld by one study after another, that mobile video consumption has risen dramatically in recent years: eMarketer says that through 2015, 105 million U.S. users watched video on their smartphone once per month, and 95% of millennials did so at least once every week. Cisco predicts that by 2020, 75% of mobile data traffic worldwide will be chalked up to video viewing. Industry analysts figure users will be encouraged to watch more video via...read full post
The prognosis for programmatic video looks pretty bright: eMarketer estimates that ad spend will hit $5.37 billion in 2016, which is more than 50% of total predicted digital video ad spend ($9.59 billion). However, the current situation is a bit cloudier: issues with latency and standards are making premium publishers wary of the channel, especially when their pre-roll inventory is already limited.
To improve delivery and efficiency, tech providers like VertaMedia have developed algorithms to avoid dreaded VPAID errors and improve fill rates. Advertising Director Alex Volker took me on a trip through the weeds of programmatic video, while also discussing the potential for...read full post
According to Nielsen, the 2016 Super Bowl had a peak audience of 115.5 million and an average one of 111.9 million viewers on broadcast, cable and satellite TV – a slightly smaller figure than the previous year. However, 4 million unique viewers streamed the game through various digital mediums – desktop Internet, mobile apps and connected TVs – compared to 2.5 million the year before. The average viewer session time was 101 minutes and the average audience per minute was 1.4 million. Part of this surge could be attributed to CBS’s expansion of streaming to popular OTT devices like Roku and AppleTV.
Four million uniques might seem pretty puny next to 115.5 million, but at the same time we’re talking about the most popular live televised event in the world. The audience streaming the Super Bowl nearly doubled from the previous year, suggesting that...read full post