ITV

Tag: Gannett

  • Videa launches automated television advertising platform

    Videa launches automated television advertising platform

    MUMBAI: Videa, a Cox-backed supply-side platform bringing automation and data-driven decision-making to broadcast television, is slated to debut at the National Association of Broadcasters Show in Las Vegas next week. Videa is currently working with seven key broadcast partners including Gannett, Raycom, Media General, Graham Media, and Cox as well as major advertising agencies including Carat / Amplifi and Starcom, to enhance and simplify the buying and selling of television advertising.

     

    First launched in beta in December 2014, Videa has worked with station groups, agencies and rep firms across the spot TV ecosystem to build an automated television solution that optimizes advertising campaigns and enables workflow efficiencies and data enhanced audience targeting.

     

    For broadcasters, Videa provides a powerful set of products and services driven by insightful reporting tools to enhance their existing sales channels and bring new sources of demand to spot television. By leveraging Videa’s platform, stations can offer features such as transparent pricing, enhanced data, yield and schedule optimization, and improved stewardship. Videa’s platform works across existing sales channels and offers buyers advanced access to the entire premium TV inventory schedule.

     

    As part of its launch, Videa has also inked a key partnership with Mediaocean, the leading software platform provider for the advertising world, to provide agencies unprecedented speed, efficiency and transparency to traditional local broadcast media transactions. As part of the agreement, Videa will be the supply partner for broadcast inventory that will be initially available through Mediaocean’s Spectra.

     

    “Our goal is to continue to make spot television more efficient and more powerful and believe the partnerships we have in place with the broadcasters, agencies, rep firms and Mediaocean are integral in achieving that goal. The Videa platform arms local stations with the same capabilities as large networks, helping them efficiently and effectively sell more spot television advertising at scale – something we will continue to do as we evolve our product to include more audience targeting capabilities,” said Videa president Shereta Williams.

     

    “The ability to access traditional television advertising using automation provided by Mediaocean and Videa is a critical step forward in convergence. Embracing this change is essential to success and we are continually evolving to offer our clients a central converged ecosystem. The first step was enabling media buyers to access TV and digital from one platform, and now by partnering with Videa we are offering clients the technology to buy and sell broadcast in the most efficient way,” added Mediaocean vice president, product and partner solutions Cordie DePascale. 

     

    Videa is the only TV supply-side platform that provides a broad range of tools to manage sales channel conflict, as well as yield optimization tools. Local broadcasters can now leverage automation and data to enhance existing selling approaches and increase the demand for their inventory while providing advertisers with automation and analytics to reach target audiences with greater speed and accuracy.

  • Facebook forges ahead with Mobile Rich Media ads via PointRoll agreement

    Facebook forges ahead with Mobile Rich Media ads via PointRoll agreement

    MUMBAI: Mobile advertising represented roughly 41 per cent of Facebook’s ad revenue during Q2-2013, and the social media giant appears to have its sights set even higher. Facebook and Gannett-owned PointRoll are expected to soon announce an agreement that will bring more rich media ads to Facebook’s mobile News Feed.

     

    In June, Online Media Daily reported that rich mobile ads are more engaging on social-networking sites compared to the same ads on regular mobile sites. The article cited data from Celtra, and wrote that “rich media ads running in the Facebook and Twitter apps had an interaction rate of 55.2 per cent, four times that of the same ads on standard mobile sites. Time spent interacting with ads was nearly double in social media, with an average of 53 seconds versus 32 seconds on other sites.”

     

    Rich media ads on Facebook’s app already exist, but PointRoll VP of digital innovation and product strategy Todd Pasternack argued that PointRoll’s history is what will set their offering apart. “We’ve been doing this for 13-plus years,” he asserted.

     

    PointRoll CEO Mario Diez said: “What’s different about the Facebook mobile environment is that if the brands build the right type of engagement, and it is served within an environment that people are used to engaging with and interacting with, we see really good performance of the media.”

     

    Pasternack added: “What’s great about this is that it maintains the feel of Facebook.”

    While both Diez and Pasternack seemed to beat around the bush, Facebook didn’t shy away from using the word “native” when talking about the agreement. Facebook PMD Program partner manager Anurag Gulati said: “Facebook’s native format and large photo ads in News Feed – the most engaging part of Facebook – set our mobile ads apart.”

     

    “Mobile rich media lets brands create ad experiences that allow for multiple levels of content in one placement: videos, games, shares, etc.” he added.

     

    Because the Facebook Exchange (FBX) isn’t available on the app yet, all of the mobile rich media ads are the result of direct buys through Facebook’s platform for mobile News Feed.

     

    PointRoll and Facebook have an existing relationship on desktop, and Pasternack indicated that this agreement is part of Facebook’s mobile-first strategy.”We’ve been right there with them as they shift to mobile to make sure we would help support that strategy,” he said.