Ooyala today shared data demonstrating significant programmatic ad revenue growth across an array of broadcasters and publishers using its programmatic trading platform, Ooyala Pulse SSP.
From the beginning of March 2015 through June 2015, a set of more than 40 broadcasters and publishers across Europe saw their effective cost per thousand impressions (eCPMs) increase more than 25%, and saw their collective programmatic ad revenue grow 119%.
While mobile video viewing has continued to accelerate as Millennials and younger viewers move most of their viewing time off the big screen, mobile advertising spend has failed to keep pace, something highlighted by Mary Meeker in her annual “State of the Internet” report earlier this year.
Just more than a year after German broadcaster RTL took a 65% stake in ad exchange SpotXchange, the digital ad player is rebranding to SpotX.
The move is designed to “build on our heritage as a pioneer of the programmatic video market,” said founder and CEO Mike Shehan.
Hulu is moving to programmatic ad tech, planning to launch a private ad exchange in the third quarter, according to published reports.
The streaming service, owned by 21st Century Fox, Disney and Comcast’s NBCUniversal, said it plans to use Facebook’s LiveRail, enabling advertisers to more easily reach broad, but specific audience segments.
Hulu will let brands combine their own data with Hulu’s viewership demographics on Oracle’s data-management platform.
The consolidation of the TV ad tech industry continues unabated, with Cross MediaWorks announcing today it had acquired BlackArrow, which provides software solutions to help pay-TV providers deliver ads and audience insights across multiple screens.
The dynamic ad insertion specialist has a number of the biggest pay-TV providers as customers, including Time Warner Cable, Comcast, Charter Communications, Bright House Networks, Rogers Communications, Liberty Global and Virgin Media.
Nearly nine in 10 media planners (86%) say they expect mobile’s share of advertising to increase over the next three years, with a nearly equal number (88%) saying they are buying programmatically for all brands they work on today.
Two thirds also say they expect advertising online to also grow during the next three years as well as 34% expecting growth in digital place-based media (DPB).
More than 20% of the $49.5 billion in 2014 Internet advertising -- $10.1 billion – was bought using programmatic ad technology, a new study said.
And, according to the Interactive Advertising Bureau’s inaugural Programmatic Revenue Report, about 70% of programmatic revenue came through open auctions.
There’s a steadily growing investment in mobile programmatic advertising globally, and the Americas are leading the way. Some 63% of programmatic buyers are located in the Americas, with 26% in EMEA and 11% in APAC.
Targeting of programmatic also has taken hold in North America, where 78% of programmatic campaigns are targeted, according to a Q1 2015 study by Millennial Media. That falls 50% to just 39% in EMEA, 24% in APAC and 19% in LatAm.