programmatic ad tech
ABI Research’s Mobile, Multiscreen, and Cloud Video Delivery Service has named Ooyala as the “best implementation” in the space for its aggressive programmatic advertising platform, as well as strong geographic reach in the Americas, Europe, and the Middle East.
AOL is partnering with Omnicrom to roll out a self-serve programmatic TV buying module, an extension of its TV managed module that launched in 2014, that gives brands a DIY option for purchasing national ads on linear TV. The new software gives agencies more control over the data they use and money they spend.
SVOD service Hulu has signed a wide-ranging content deal with Time Warner subsidiary Warner Bros. Domestic Television Distribution, giving it exclusive streaming rights to a pair of new shows, NBC’s Blindspot and Fox’s Lucifer.
Episodes will premiere on Hulu following their network airings.
Online video revenue across Europe increased to €375 million ($422.8 million) in 2015 from €22 million ($24.8 million) in 2012, a jump of more than 1,600%. Much of that growth has been in the programmatic ad tech space, as an increasing number of advertisers turn to programmatic to help them expand their reach to more targeted audiences.
APAC countries are consistent with the rest of the world in terms of using mobile devices to watch video, with nearly half of all video views on smartphones and tablets, according to Ooyala’s Q4 2015 Global Video Index (available to download here).
AT&T says it’s planning to offer programmatic advertising for AT&T U-verse TV and DirecTV subscribers, enabling brands to buy linear TV ads on cable networks the two services carry.
The operator is targeting Q3 for deployment after beta testing with a handful of brands. At the end of the testing, it will offer select advertisers the opportunity to use a private marketplace to buy ads, using ad tech from Videology.
Verizon is a service provider in transition. Over the past year it’s markedly placed less emphasis on growing its FiOS pay-TV platform, focusing instead on its FiOS Broadband and, even more so, on its mobile video business.
Dish Network is jumping into programmatic ad sales, launching a beta test Monday before a more formal launch later this year, the satellite operator said.
"For a consumer, the lines between smartphones, computers and TVs are blurring," said Adam Gaynor, vice president of Dish Media Sales. He said Dish's platform unites TV and digital buying, “creating an easy avenue for brands to target their message comprehensively and efficiently across the entire consumer experience."
Magna Global has upped its forecast for the programmatic ad industry, saying it expects display and video ads bought with the technology to increase nearly 50% this year to more than $14.2 billion globally, and said it expects programmatic to more than double by 2019 to about $37 billion.
In 2015, the expected spend on display and video advertising overall is forecast to be about $46 billion overall.