a r t i m e d i a

Tuesday, June 23, 2015

Sport5 television’s website will integrate Artimedia ad technology

The video inventory of Sport5 website will be managed and sold via Artimedia’s programmatic platform

Artimedia, A leader in advanced video advertising technologies, and RGE Media Group which operates Sport5, Israel’s leading sports website, announced that the companies have signed a partnership agreement. Under the agreement, all video inventory of Sport5 on desktops and mobile devices will be exclusively managed and sold through Artimedia’s programmatic ad network.

The partnership will allow brands and agencies to run programmatic video campaigns targeted to over half a million sports fans that enter the website every day, directly via Artimedia’s self-service advertising platform. The platform enables to manage campaigns from a single, easy to use interface, with advanced demographic segmentation and behavioral targeting.

The video properties that will be available for advertisers through Artimedia's platform will include the VOD section of Sport5 which broadcasts on the internet summaries of various leagues in Israel and abroad, such as the Champions League and the Spanish league, as well as programs from Sport5 TV channel.

Artimedia’s programmatic platform will be integrated into sport5 website in coming weeks.  

Gal Turjeman, SVP Sales & Business Development: "The demand for programmatic video keeps growing. We are happy to provide our advertisers an exclusive access to highly segmented audiences like Sport5 users, with ad formats that generate higher engagement and technology that enables to deliver the right message at the right time”.

According to RGE Media Group: "Digital advertising is becoming more and more data-driven and focused on buying audiences through the new programmatic platforms. Thanks to Artimedia’s technology, video advertisers can now reach relevant audiences, in premium environments like Sport5, in a smarter and more effective way".

About RGE Media Group
RGE Group is a privately held media group based in Israel that specializes in a variety of content and production activities, principally for television. The group's main assets are NOGA Communications and the Sports Channel (Sport5). Launched in 2001, Sport5 is Israel’s market leader in sports television, with four linear channels, and a fifth HD Channel.  Available on free basic cable in Israel, the channel covers local and international sports news and events such as the NBA games, the Champions League and the Winner League (Israel’s national basketball league).

About Artimedia
Artimedia was established in 2008 by Dr. Ofer Miller, and is a subsidiary of Artivision, a key provider of diverse computer-vision solutions for video security and online video monetization. Publicly traded in the Singapore Exchange (SGX:5NK), Artivision is a pioneer in applying artificial intelligence for video applications and serves a range of public and private sector customers. Artimedia’s unique advertising platform enables advertisers to deliver innovative video ads that optimize performance and engagement to millions of viewers worldwide. It also enables video publishers to maximize the monetization of their video assets, creating a less intrusive and entertaining user experience. 

Tuesday, May 26, 2015

CTV Israel Joins Artimedia’s Video Ad Network

The companies have signed an exclusive agreement in which CTV’s outdoor LED billboards will be accessed directly through Artimedia’s programmatic platform

Artimedia, A leader in advanced video advertising technologies, announced that the company has signed an exclusive partnership agreement with CTV Israel, one of Israel’s foremost companies in the field of digital signage. The agreement enables brands and agencies, to programmatically manage campaigns on CTV’s outdoor digital billboards through Artimedia’s video advertising platform.

Artimedia will provide an exclusive access to CTV’s video properties in outdoor screens through a self-service online management interface, enabling to buy and optimize campaigns in real time. CTV’s billboards are located in hundreds of main sites in Israel, reaching more than 2 million viewers each day.
The agreement with CTV adds to recent partnerships with leading Israeli publishers like Walla! and Globes, that already integrated Artimedia’s programmatic technology within their video inventory.

Dr. Ofer Miller, Founder and Acting CEO of Artimedia: “We are proud to provide an exclusive access from Artimedia’s platform to CTV’s digital screens and add outdoor media to our portfolio of premium video inventory on desktop and mobile devices. The opportunity to reach audiences at their houses and on the go, from a single interface, is revolutionizing and it will help advertisers and agencies to communicate with their consumers anytime and on every screen”.

Guy Shenkman, CEO, CTV: "The new partnership brings a great value to video marketers who seek for innovative and effective solutions of programmatic advertising across screens, including advanced capabilities of targeting out of home audiences”.
 “It’s an impactful combination of online and offline. The integration of CTV’s digital screens in Artimedia’s programmatic platform gives marketers a turn-key solution to spread their messages effectively and drive higher impact in multiple screens” said Keren Hazan, VP Sales of CTV.

About CTV
CTV Media is one of Israel’s foremost companies in the field of digital signage. Established in 1999, CTV is one of the key suppliers in the world for such technology. Its solutions cover all aspects of away-from-home digital advertising – from POS, service centers, and display networks in banks and office buildings to outdoor LED billboards located in tens of prime locations. CTV also provides audio programming solutions to major shopping malls and retail chains. The company’s systems are widely deployed in Israel, with thousands of screens located at hundreds of sites. The CTV client list in Israel includes the largest names in the food, retail, banking and cellular industries. CTV is jointly owned by Fishman Group and Mapal Communications.

About Artimedia
Artimedia was established in 2008 by Dr. Ofer Miller, and is a subsidiary of Artivision, a key provider of diverse computer-vision solutions for video security and online video monetization. Publicly traded in the Singapore Exchange (SGX:5NK), Artivision is a pioneer in applying artificial intelligence for video applications and serves a range of public and private sector customers. Artimedia’s unique advertising platform enables advertisers to deliver innovative video ads that optimize performance and engagement to millions of viewers worldwide. It also enables video publishers to maximize the monetization of their video assets, creating a less intrusive and entertaining user experience. For more information visit www.arti-media.net/en

Thursday, May 7, 2015

Globes adopts artimedia’s advanced ad technology

All "Globes" video inventory will be automatically managed and sold by artimedia’s advertising network

Artimedia, A leader in advanced video advertising technologies, and “Globes”, Israel’s leading economic and financial website, signed an exclusive cooperation agreement, under which all “Globes” desktop and mobile video inventory will be automatically managed and sold by Artimedia’s programmatic video ad network.
In the past few months, “Globes” and Artimedia ran a pilot with selected brands, including Direct Insurance, Mega Retail, and Champion Motors, which used the EngageRoll ad format for campaigns on “Globes TV” content. EngageRoll allows viewers to skip Pre-roll ads and pay through a cost-per-view (CPV) model, based only on real views of the ad. The results of the pilot showed positive responses by viewers to the new ad format, with higher than average completion rates and better engagements with the ads.

The agreement will allow advertisers and agencies to directly and independently upload campaigns on the “Globes” video channel, which airs dozens of videos a week on economic, real estate, lifestyle, vehicle, technology, and other subjects, through the advanced Artimedia interface for managing and optimizing campaigns in real time, and with full control of the pricing, targeting and performance.

The Artimedia video ad network offers an extensive reach that covers more than half of the video viewing market of premium online Israeli content, combining interactive ad formats that maintain the viewer experience and show the viewer ads that are customized to his behavioral profile and Internet use habits. The agreement with “Globes” online follows an agreement that Artimedia recently signed with Walla Communications,  to integrate its video programmatic platform on the portal.

“Artimedia’s video analysis technology is a global leader. It will, without question, improve video advertising at “Globes”, creating considerable value for advertisers, and will boost demand for video advertising on the site. The global trend shows a clear increase in online video ads viewing rates thanks to direct programmatic channels that offer high-quality advertising options at guaranteed placements and price,” said Artimedia founder and CEO Dr. Ofer Miller.

”Globes” Internet VP Gideon Uzan said, “We are proud to join the video advertising revolution. Artimedia’s innovative platform will offer our users a better viewing experience, and will provide advertisers with smarter and more effective advertising formats. The agreement will help Israeli brands reach the high-quality audience of “Globes” with advanced targeting tools in a measurable environment.”

About Globes
Globes is one of the top financial daily newspaper publishers in Israel. Globes started to run its news site in 1995 and also has an English version of Israeli business news daily. Each evening, Globes brings its unrivaled coverage of Israeli business to some 45,000 subscribers representing Israel's elite in management, investment, technology, law, accounting, and marketing. According to Israel Rating Committee May 2013 Online Data collection, Globes is one of the top ten pages with the most views.  Globes is published by Globes Publisher Itonut (1983) Ltd, owned by the Monitin group, which has diverse holdings in the Israeli press and media

About Artimedia
Artimedia was established in 2008 by Dr. Ofer Miller, and is a subsidiary of Artivision, a key provider of diverse computer-vision solutions for video security and online video monetization. Publicly traded in the Singapore Exchange (SGX:5NK), Artivision is a pioneer in applying artificial intelligence for video applications and serves a range of public and private sector customers. Artimedia’s unique advertising platform enables advertisers to deliver innovative video ads that optimize performance and engagement to millions of viewers worldwide. It also enables video publishers to maximize the monetization of their video assets, creating a less intrusive and entertaining user experience. For more information visit www.arti-media.net/en

Thursday, April 30, 2015

Artimedia Has Signed a Strategic Agreement with Walla!, Israel’s Leading Internet Portal

Artimedia, A leader in advanced video advertising technologies, announced that the company has signed an exclusive business agreement with Walla! Communications, Israel’s Leading Internet Portal, to enable brands and agencies to programmatically buy Walla’s video inventory through Artimedia’s premium video ad network.

Under the terms of the agreement, Walla! will integrate Artimedia’s Video Advertising Platform, including its video advertising insertion server, which allows viewers to see intelligent and engaging video ad formats, that seamlessly blend in video content, on desktop and mobile devices. The Artimedia platform will provide an exclusive access to Walla’s high quality video properties through a self-service campaign management interface, enabling to buy and optimize in real time.

Ilan Yeshua and Dr. Ofer Miller
Ilan Yeshua, CEO, Walla!: "Walla! joins leading publishers around the world that already allow advertisers programmatic media buying of their premium video assets. Walla’s video content attracts 21 Million video views each month and continues to grow rapidly. It requires automated systems, like Artimedia’s platform, that can target the audiences effectively and provide the marketers with data-driven insights. I believe it’s a great opportunity for the Israeli marketers to reach targeted and premium audiences in a transparent and Measurable environment".

According to Dr. Ofer Miller, Founder and Acting CEO of Artimedia, the agreement will bring substantial value to the Israeli advertisers, providing them with an exclusive and effective video advertising solution for programmatic media buying of a premium video inventory. "Artimedia provides an innovative technology that enables advertisers and publishers to keep pace with the significant growth of the online video advertising market. We chose Walla, the leading Israeli online publisher, to adopt our exclusive computer-vision technology and to provide brands with the quality, measured viewings they look for" said Dr. Miller.

About Walla!
Founded in 1995 as Israel's first online website directory and part of Teletel Communications Ltd, Walla! Communications operates www.walla.co.il, the leading Israeli portal, managing a wide range of online services and targeting a diverse audience. Walla! is fully owned by Bezeq , the largest telecommunications group in Israel, which is listed in the Tel Aviv Stock Exchange (TASE: BEZQ). As Israel's leading Internet portal, Walla! serves a community of more than 2.5 Million monthly unique users in Israel. Walla!'s leading position is also acknowledged by both local Israeli surveys and International rating sources.

About Artimedia
Artimedia was established in 2008 by Dr. Ofer Miller, and is a subsidiary of Artivision, a key provider of diverse computer-vision solutions for video security and online video monetization. Publicly traded in the Singapore Exchange (SGX:5NK), Artivision is a pioneer in applying artificial intelligence for video applications and serves a range of public and private sector customers. Artimedia’s unique advertising platform enables advertisers to deliver innovative video ads that optimize performance and engagement to millions of viewers worldwide. It also enables video publishers to maximize the monetization of their video assets, creating a less intrusive and entertaining user experience. For more information visit www.arti-media.net/en

Monday, April 20, 2015

Best Practices for Successful Video Campaigns

Though video advertising has been around for a while, the continued visualization of the web and the Programmatic advertising revolution require brand marketers stay up to date on best practices for online video advertising in order to stand out in what is becoming a flood of video content online. 

Based on the Artimedia team’s experience working closely with advertisers on their video advertising strategy, here are our recommended best practices to consider towards your next online video campaign:

1.   Define clear success metrics: what is it you want to achieve out of the campaign? Brand awareness? Engagement? What’s the specific action you want viewers to take after watching your ad?  Defining metrics at the get go makes it easier to track results and iterate in real time as well as guide the creative work.

2.   Go digital all the way: by now it’s clear to all that it’s not about taking your TV ad and putting it online.  Take advantage of the interactive features the web offers, and take it an extra step beyond number of viewings.  Some of the things you can do as part of your ad campaign is to direct viewers to view or read follow-up content, ask them to take a measurable action (don’t forget to measure it!), re-market to viewers with new video content they are likely to like and more.

3.   Start off with a Bang: internet users attention span is limited, to put it mildly.  This means a video ad needs to grab viewers attention at the very first second, often even before that, at the thumbnail level.  Indeed users are used to seeing pre-rolls before a video content, but if you don’t want them to skip, mute or check the weather update while your ad is playing, you should make sure your message and creative are rocking from the start.
Photo by liquene
4.   Get to know Programmatic and Programmatic Direct: for brand marketers, programmatic advertising takes audience targeting and campaign optimization to a whole new level.  The granular level of programmatic campaigns analyses does not only help you achieve better performance for a specific campaign, but also gives you insight as to the type of content your viewers want to see, the likelihood of turning a viewer into a customer and the best  - that is the most converting or engaging, not necessarily the most popular - content venues for your product/service to advertise on in the future.  Depending on your campaign goals, be it direct response or branding, you can choose to focus on Programmatic Direct, where you can guarantee you get the media placements you want at specific content premium sites.

5.   Leverage video advertising to build your video content: today content is the best way for brands to have an ongoing dialogue with their customers and to form customers into an engaged community.  Many brands already have content departments dedicated to developing original content and establishing authority in their field.  If you’re creating video content as part of your customer communication strategy, use your advertising budget to promote your longer-form content, to see which types of content are more engaging, and to test new concept ideas.

6.   Make it sharable - a video ad is a video content piece, and as such it needs to be easily searched, found and shared.  ‘Nough said.

7.   Consider these for creative - whether you adopt a TV ad to the web or create original ad for internet audiences, make sure you maintain a high production quality. When creating original ad for an online campaign, it is optimal to have several creative variations, especially if your ad meets the same viewer more than once.

The increase of premium video content, alongside the unstoppable growth of user generated video content, bring with it extended reach to new audiences.  This poses an opportunity for marketers to include video advertising in their online advertising mix, benefiting from the targeting and measurement capabilities of the web, and without compromising brand equity.
Following these video advertising best practices sets you on the right way to a successful campaign.  We will keep updating the list from time to time to make sure we help you stay up to date and make the most out of your video advertising strategy.

Sunday, April 19, 2015

Artimedia Appoints Gal Turjeman to Lead Sales and Business Development Efforts

Artimedia, A leader in advanced video advertising technologies, announced the appointment of Gal Turjeman as Senior Vice President of Sales & Business Development.

Mr. Gal Turjeman
With many years of experience, Mr. Turjeman is considered a significant force in new media, digital advertising and broadcast TV. In his role he will manage the company’s sales and will be responsible for relationship building with brands and advertising agencies that are looking for programmatic video solutions which enables them to reach segmented audiences, in premium environments.
Prior to joining Artimedia, Mr. Turjeman has served as Head of the Joint Industry Committee for web standards in Israel. Before that, he was the Head of Business Development and New Technologies at YES – the Israeli satellite multi channels platform. He was also one of the founders and acted as VP Marketing & Sales at Vbox Communications, a successful Israeli high-tech company.
Mr. Turjeman holds mini MBA from the Microsoft Ventures Academy and a BA in Economics & Political Science from Bar-Ilan University.
Dr. Ofer Miller, Founder and CEO of Artimedia: “Digital video ad spending continues to increase significantly; up 50% this year, and has become an essential tool for transmitting messages to premium audiences. Gal has many years of experience in digital media and I’m sure he will assist the company in introducing our programmatic video advertising technologies to the Israeli market”.
Gal Turjeman: "I am excited to join one of the most promising ad-tech companies in Israel that successfully combines media with advanced technology. Artimedia is the smartest platform for managing and programmatically buying online video on premium media in the Israeli market and I am convinced it will help marketers to achieve the greatest return on their digital video investments".

About Artimedia
Artimedia was established in 2008 by Dr. Ofer Miller, and is a subsidiary of Artivision, a key provider of diverse computer-vision solutions for video security and online video monetization. Publicly traded in the Singapore Exchange (SGX:5NK), Artivision is a pioneer in applying artificial intelligence for video applications and serves a range of public and private sector customers.
Artimedia’s unique advertising platform enables advertisers to deliver innovative video ads that optimize performance and engagement to millions of viewers worldwide. It also enables video publishers to maximize the monetization of their video assets, creating a less intrusive and entertaining user experience. For more information visit www.arti-media.net/en

Monday, March 30, 2015

New Study Reveals Video Advertising Insights

Analysis Shows PCs Still Leading in Video Ad Monetization, With Smartphones Second Among Digital Devices, as Mobile Viewing Grows to Over One Third of All Online Viewing
Ooyala, issued its Q4 2014 Global Video Index Report, revealing mobile and tablets now represent more than one third of all online viewing. The report pairs insights on ad impressions, fillrates and ad completions across all devices, derived from a sampling of Europe's top broadcasters and publishers, with Ooyala's global video viewing data from 220 million unique viewers around the world.
Global Engagement On Mobile & Tablets
Mobile and tablets achieved record growth this quarter, touting 34 percent of all online video views. That's roughly double the number of plays in Q4 2013.
Photo by Waag Society
As mobile becomes a primary form of video consumption, ad impressions are starting to follow suit. European market data included in this report shows that for broadcasters and publishers, next to desktops, mobile saw the highest percentage of video ad impressions as compared to all other devices.
Specifically, in December 2014, 35 percent of all online ad impressions for European publishers came from mobile devices, more than doubling the share of tablets at 14 percent, and within reach of desktops at 51 percent. On the other hand, broadcasters saw 12 percent of their ad impressions come from both mobile and tablets, with PCs taking the majority share amount at 76 percent. It comes down to content. Publishers' content can run the spectrum of short to long-form video, conducive to mobile and tablet consumption while broadcasters primarily deliver long-form content.

Ad-Load Opportunity: Viewership Behavior Across Device Segments
In Q4 2014, tablet viewers had the highest engagement of any other device, spending 70 percent of their time with long-form content. Mobile viewers are splitting their time nearly evenly between short-form and long-form content, 54 percent and 46 percent respectively. The growth of long-form consumption on smaller screens has been a constant over the three years this report has been published. Content providers should consider increasing mid-roll ad placements across all of their content as viewers demonstrate stronger engagement on these devices.

Additional Highlights:
  • PCs had the highest fill rates of all devices across all segments measured, reaching 80% for broadcasters and 69% for publishers.
  • Broadcasters see the highest rate of ad completions (87%), followed by publishers (71%).
  • In the month of December 2014:
    • More than 38% of video plays occurred on smartphones and tablet devices. That's the highest monthly total we've seen in more than a dozen quarters.
    • December mobile and tablet video plays showed a 15% increase from November. This month-to-month increase is the largest in mobile and tablet video plays since the Global Video Index began reporting video metrics.

Thursday, March 12, 2015

How Online Video Ads Became a Necessity in the 2015 Israeli Elections

Every Israeli with an internet connection could not have passed over the hottest trend of 2015 Israeli elections – the growing spread of online video advertising and how it became a necessary tool for political parties to reach voters and influence them.

This phenomenon, which was already evident at the 2013 elections in Israel is now stronger due to the understanding of politicians and their campaigners that the communication center-stage moves away from the TV screen and into the second screen, be it the PC, tablet or mobile screen.

Israeli Political Parties - Online Video Ad Spending
Data from Ifat Advertising Monitoring for the period of December 1, 2014 to March 9, 2015 shows that all prominent political parties running for elections use online video media as part of their advertising budget, though there is one very clear leader as far as budgets are concerned.  Yesh Atid is the leading political party in video advertising spending with 78%(!) of total video advertising budget towards the elections.  Distant second and third are "Hamahane Hazioni" and "Likud" parties with 7% and 4% of the total online video advertising budget, respectively.

The growing use of online video as a marketing tool by politicians and political parties is related to several factors:

1.     Constant, immediate communication: in what seems today like a whole different era, political parties were previously limited in their propaganda, and specifically under the Israeli law, TV video propaganda had strict limitations of broadcasting for a couple of weeks prior to election day, for a limited amount of time per day and in defined TV channels.  Online video essentially makes all these limitations irrelevant.  From the moment the 2015 elections were announced, internet users were instantly and constantly exposed to each party's messages, where much like in every other area, the visualization and videoization of the web dominate as a quick and effective communication channel.  Video allows the parties to convey messages of varying length and depth, in a serious or humorous tone, as well as quickly respond to competing parties' video content and actions. Internet users are also empowered by the immediacy factor, as they review and analyze the videos, comment on messages, share and influence through distribution of the videos.

2.     Targeting, costs, measurement and learning: online video advertising allows for audience targeting that is far wider than basic demographics, spreading into online viewing habits, content consumption, internet usage properties and context. The growing effectiveness of media buying, and the shift towards programmatic advertising and Real Time Bidding allow the advertising parties to buy media at considerably lower cost than cost of traditional offline media and to target audiences down to the single impression level. Lower cost and targeting capabilities also contribute to more exact measurement of audience response to the messages delivered in each video, such as measuring completion rates of video ads, comments and shares for each video, etc.  A big advantage online video gives parties' campaign marketers is the ability to learn the viewing and engagement data of the ads and use it as ad hoc, real time focus groups to choose the kind of messages that create interest with potential voters. It's a great opportunity for politicians to actively test Groucho Marx' saying "Those are my principles.  And if you don't like them, well… I have others".

3.     Unmediated connection (or the illusion of one): political parties video ads seek to communicate directly with the voters and create an unmediated connection.  For many internet users this creates a sense, some would argue it's a false one, that they can talk directly with leading political candidates and have a real effect on parties' agenda through their commenting and sharing.

4.     It worked in the U.S.:  it sometimes seems Israel is a likely candidate for being the 51st state, as it tends to be influenced by American social, political and economic trends.  The 2012 Presidential campaign was a stellar example of using online video and social networks for communicating with voters and affecting both public opinion and traditional media coverage.  During the 2012 campaign, Barack Obama uploaded 3 videos per day on average, made it easy for people to donate online and targeted unique segments through video advertising.  The hope of Israeli parties is that what worked for Obama in 2012 would work well for them in 2015.

The growing usage of video advertising is one of many technological and cultural changes which affect politicians and voters' behavior in a way that is not as controllable as it used to be. As this trend strengthens it will be interesting to see if and how the engagement with video ads, that is the completion rates (viewers who choose to watch the ad in its entirety), comments and shares of each video, succeeds on its own in changing voters' opinions, similarly to the way voting polls may shift voters' decisions.

Monday, February 16, 2015

In an Industry First, Artimedia Delivers Programmatic Video Advertising in Israel

Artimedia Launches a Premium Video Advertising Network, Offering Smart Ad Formats on Video Content from Top Publishers in Israel:

Artimedia is launching a Premium Video Ad Network in Israel, working with top Israeli publishers. A leader in advanced video advertising technologies, Artimedia exclusively leverages automated content analysis to offer a portfolio of smart interactive ad formats that blend ads with video content. The platform is accessible through a self-service campaign management interface, enabling to buy and optimize premium media in real time.
Artimedia is already in commercial cooperation with top video publishers in Israel and has started its first pilot with Globes TV, which enables viewers on the website to choose whether they want to watch the full video ad or to skip it.
The company’s advertising products are based on a unique technology that automatically synchronizes ads with video content to generate incremental inventory from existing premium video assets. Furthermore, for the first time in the Israeli premium media market, Artimedia enables a new efficient and fair pricing model for video ads, based only on viewers who chose to complete a full view.
Artimedia’s technology automates and streamlines the complex manual processes which characterize today’s online video media buying – from planning and operation, to analysis and optimization across all stages of the campaign. With Artimedia, advertisers and agencies can execute data-driven and results-based video campaigns on desktop and mobile, in order to reach an optimally targeted audience for their brands.

Dr. Ofer Miller
Dr. Ofer Miller, Founder and CEO of Artimedia: “Artimedia will revolutionize the premium online video media industry in Israel. Our advanced platform enables brands to easily reach and engage relevant and interested viewers. Soon, 50% of online viewers in Israel will be exposed to ads served using Artimedia”. According to Dr. Miller, the advertising world is moving towards Programmatic Direct media buying, and he intends to lead the programmatic advertising trend for premium video. Dr. Miller added that “Artimedia helps advertisers and publishers to achieve the greatest return on their digital video investments”.

Thursday, February 12, 2015

How to Win in Premium Video Advertising with Programmatic Media Buying

With estimates of $53bn in programmatic media sales by 2019, representing 150% growth rate from 2014, and the coveted title of “marketing word of the year 2014” programmatic advertising is said to turn the digital advertising industry into a clean mean efficiency machine.  Much of the criticism and some publishers’ reluctance to join the programmatic inevitable movement forward stems from the confusion caused by using terms like “programmatic”, “RTB”, “guaranteed/direct programmatic”, “single-impression-auction” and more, interchangeably. No, they don’t all mean the same thing, and they don’t all say we humans are being replaced by machines.  They do all reflect the inevitable change the adtech industry goes through, a change towards a more efficient, transparent, brand safe and data-based environment.

One of the areas in which programmatic has had many questions raised is premium advertising, and specifically premium video advertising.  Unlike display or social advertising which embraced programmatic buying as an efficient solution to trade remnant inventory across multiple buyers and sellers, premium video advertisers and publishers alike are trying to figure out how programmatic media buying works with premium inventory.   

As far as programmatic is concerned, online video advertising, the second-fastest growing advertising format, with estimated 19.5% growth rate by 2016, is now going through a similar process display and social advertising went through in 2013.  According to research published by Turn, online video advertising is driving, along with Mobile, the growth in programmatic media buying. 

So why is it that despite all the positive outlook and ever-growing adoption rates for programmatic advertising, premium video advertising has not been a major part of the programmatic media buying revolution?  Simply put, not all programmatic media buying channels are made equal.  Advertisers need to build the right mix of media buying solutions that best fits their campaign goals.   But while advertisers are more familiar with Programmatic Real-Time-Bidding (RTB) as the most efficient way to buy targeted inventory, sometimes what they need is a guaranteed inventory, which cannot be auctioned in an RTB system, by definition.   This also comes up as an issue for Publishers, who do not wish to lose guaranteed revenues, seeing the high demand from brands for premium video ad placements.

This is yet another classic adtech example where terminology chaos creates confusion and misinformation that perpetuate an inefficient situation.  A common misconception is to always associate programmatic media buying with Real-Time-Bidding (RTB), where buyers bid for a single ad impression for a price that is set in real-time, auction-style. But this is not the case at all - Programmatic does not necessarily equal RTB.  And this is where Direct Programmatic comes in as an additional solution for buying premium inventory automatically and efficiently.

Direct programmatic (also referred to as “Automated Guaranteed”) leverages the advantages of RTB programmatic advertising to bring efficiency and scale into direct media buying.  The technological infrastructure that is at the basis of programmatic advertising allows for automated analysis of vast amounts of information, automated optimized decision-making, algorithmic improvement of campaigns based on history learning, low operating costs and cross industry standardization.   

Direct programmatic in online video advertising provides guarantees for both advertisers and publishers: advertisers know exactly which ad placement they’re getting and at what rate, and they can choose which placements to buy with guaranteed placements and where to leverage remnant media via RTB.  Publishers can maintain premium CPMs for premium media placements, without the long selling and deal-closing cycles and with the speed and optimization capabilities programmatic offers.

Premium video content begets premium video advertising. As online viewers demand and consume more premium video content, and as content producers supply high-quality video for digital viewing, advertisers’ demand for premium video advertising will grow.  For big brands, premium online video inventory provides a perfect solution for carrying off TV-quality advertising cross-screens to desktop, tablet and mobile. Bringing the efficiencies of programmatic technology into the media buying process will provide brands with the quality, measured viewings they look for, while maintaining publishers’ premium pricing for their best content and ad placements.

Sunday, December 8, 2013

Artimedia Refreshes Advision Website

Ad formats get better visibility on the new Advision site:

Artimedia launches a refresh to the Advision web site at www.arti-media.net/advision. The web site had its sections rearranged to highlight Artimedia’s groundbreaking in-stream formats through a host of new and improved features. The site offers a cleaner user interface and easier navigation with a concept of design created to reflect simplicity, beauty and efficiency. 
Artimedia’s blog, now globally acclaimed, will continue to regularly update with relevant news and original content, serving as another channel of communication. 

About Artimedia: 
Artimedia provides advanced video advertising technologies and platforms for video monetization. We enable advertisers to deliver innovative video ads that optimize performance and engagement to millions of viewers worldwide, while helping video publishers maximize monetization of their video assets, creating a less intrusive, entertaining experience for the user. For more information visit www.arti-media.net
Enhanced by Zemanta

Thursday, November 28, 2013

The Pre Roll Reinvented

Probably the first video format available online, the pre-roll has finally found its way of recreating itself and step into the modern age.
Maybe we are not talking about the most innovative ad type here, but what has been seen lately it’s a “new generation” of pre-roll, trying to reinvent itself without losing its main characteristic: appearing BEFORE the content.

Appearing before the content, though, does not necessarily mean that the “skip this ad” button will be always available. What was seen a while ago is that sometimes pre-roll might become a standard ad unit even far, far away from video: trying to be a new type of interstitial, sort of a quid pro quo for using a free web service. As an example, many casual game companies started to make viewers watch a pre-roll a condition for playing a game online. 

In the process of reinventing itself, the pre-roll has been trying to become more “native”, offering choices to the viewer: what is seen now is that by adding choice to a pre-roll, effectiveness is improved. Before viewing a pre-roll, the viewer is given a choice between a handful of ad options: they choose the one they want, watch it, and then get to see the video they really wanted. 

Besides all that, pre-roll has three major advantages over the other ad formats for the Web: 

1 – Integration: Pre-roll is a common thread between television, the web, and mobile. One may take an ad from television and easily repurpose it for the web and mobile. Plus it better leverages the hundreds of thousands of dollars that are spent in the production of a commercial.

2 - Easiest comprehension and synergy to Media Companies: Pre-roll and post-roll ads are similar to TV ads, which are the easiest for traditional advertisers and marketers to comprehend. They view it as being basically "an online commercial," in easy-to-understand 15 second to 30 second online spots.  

3 - Greater impact over television ads: According to many researches, the impact of pre-roll has proven to be greater than that of a commercial in live and on-demand television viewing  for their brand awareness. It is easy to understand: the viewer is waiting to watch a specific content, and if the ad is well placed, obviously it will reach its goal. It is almost mathematical. 

What is seen now is a new movement to recreate the oldest online video format with media companies coming up with great and unique formats that mix up the pre-roll as we know it with other exclusive formats, leveraging its power and making it a new and powerful tool of online video. 

Artimedia recently launched an exclusive format called “Sequence”, that much more than an ad format is a new concept of pre-roll itself. Sequence™ starts with a standard pre-roll followed by two consecutive additional impressions: a branding unit and a call for action. These two impressions are Artimedia’s unique formats, designed to re-enforce the theme of the ad and placed as a whole sequence, as the name suggests. The whole concept is flexible and also allows more units to be added, if needed. 

As much as pre-roll have all the advantages presented previously, it is well known that we are talking about expensive ads to be produced – not only the pre-roll, but video ads in general. In this sense, the format is limited and there are much less creative out there available for campaigns. The Sequence approach enables to “mix-and-match” a standard pre-roll with a far broader variety of banners.

Due to the fewer pre-roll choices, the targeting capabilities are also limited (show the right ad/creative to the right viewer according to their interest, demographics, etc.), and are less effective for direct response.  As one thing leads to another, because of the above mentioned issues, pre-roll is used mainly for branding. Nevertheless, most brands and advertisers would want at least some level of call-for-action to drive viewers to engage. With Sequence™ the advertisers can add a layer of call for action by using targetroll or overlay, which will appear 30-90 seconds after the pre-roll.

To better picture it: shortly after the pre-roll video ad completes and the video content starts to show, the viewer will see an interactive branding unit blended into the content itself.  This is one of Artimedia’s unique formats: TargetRoll™, which slightly reinforces the brand and enhances recall, while not interfering with the viewing experience. Thirty seconds after that, a customized call for action banner is displayed, utilizing another of Artimedia’s unique formats – SmartOverlay™, maintaining the same ad theme. 

This way, within a relatively short period, the viewer is elegantly presented with 3 brand impressions that create a much more compelling brand experience, combining strong branding as well as actionable banners to drive performance. 

The whole system guarantees that the banners will be shown in sequence to the same viewer in order to maximize the brand experience. This enables to supplement pre-roll with diversified and targeted creative to enhance the ad’s impact, engagement and performance. 

Get to know more about Sequence™ and the future of Pre-Roll here:


Enhanced by Zemanta

Wednesday, October 16, 2013

Social Branding More Social

As social media arise, all the terms related to it gain new power: social branding, social content, social video and all kinds of terminologies that add the word “social” in the beginning or in the end.  The main thing about social, though, is not only trying to be there, but to appear in the middle of the crowd: to be interesting, to be cool, to be someone. Among the billions, that’s not easy. But it’s possible. 

The main secret here is maybe aligning two efforts: marketing and branding. It is true that there is no universal approach to build and maintain a good brand, but when it comes to SOCIAL branding, we can try to build a checklist using few marketing truths and tactics that work well and that one should keep in mind when they look at their social programs. Summing them up:

Get in the Groove:  Advertising got so saturated that the only way it found to overcome it is to be different. What happens is that being different makes it lose relevance or the message requires too much explanation. Remember: different is not always good, especially in the online environment when a brand has just a few seconds to capture someone's attention and connect with the consumer’s  emotions. There is a groove in each person's head that a message must fit right in. This groove is an incomplete need or thought, based on what they know, what they need and what they love about the brand or category. Find this gap or this "groove" and fill it. Accomplish this and chances are you will have a winning message that connects and embeds in people's minds on a synaptic and emotional level. Miss the groove and probably you will be just another meaningless instant in an ocean of impressions.

Talking about online video, this is apparently clearer: viewers do not realize anymore the standard formats that block content out there, bothering what should be a pleasant experience. We just press the “skip this ad” button and all the efforts spent on hours in advertising agencies are lost on the click of the mouse.  New and unique formats came to fill in this gap and offer an exclusive way of advertising, the same way social networks are investing on video features and allowing paid advertising (as recently Instagram announced) in order to make it “native”,  to make the viewer “choose” what, when and how they want to see ads. That is the true online video advertising revolution: the free will that it now offers. 

Be Helpful:  Ask yourself a simple question: "Why would someone want to hear from my brand on a regular basis?" Make sure there is a good answer. An answer that even convinces you, as a person and a customer. How can it be that getting a continual stream of content from your company will add value to your audience?  Give people a palpable reason to connect with your brand/service and make them one of the driving forces of your social content and promotions. And this answer should be applied to all kinds of content, meaning texts, articles, white papers, videos, etc. – everything that carries the name of your brand and is online should be meaningful and worthy.

Make People Talk: when talking about social media, a brand is not what you say;  rather, it's what people say about you.  So, give people something to talk about.  Light up conversations and promote content that generates dialogue, not just between you and your community, but between the members of your community and new and potential leads. Encourage interactions. Make things viral. How? Read the following tip.

Encourage Sharing:  Sharing is as valuable as liking or following on social media. It creates immediate bond impressions featuring your brand and also goes back to the "make people talk" tip. Be greedy with sharing and cherish it. Make content that is worth sharing and then make the share the call to action you are trying to encourage. We all want engagements, conversions and actions - but usually forget about the share, what in the end is the key that will lead a campaign to become viral. And often forget that in the social media environment, the share is actually the action. Think that  nowadays, approximately people watch 4 billion YouTube videos every day. 68% of video watchers share links to the videos. Creating highly compelling videos that tell your brand’s story and posting them on YouTube will make your brand be spread like fire on straw. It will create the bond with your audience and make your brand known with the new leads you are searching for. And we are talking here only about YouTube. Don’t forget about Facebook. And Vine. And Instagram…

Be Human: Social media is the right place to show the human side of a company. To let people get to know not its products, but the people behind its products. After all, it’s about socializing and people want to feel like they are connecting with real people who share their values and emotions. It is impossible to communicate with an inanimate object. Loosen up a little bit and show the face behind the curtain. Be real friends with the people who are willing to love your brand.  After all, we are all humans here. 


Enhanced by Zemanta