YouTube May Solve Video Inventory Shortage, Digitas’ Kontonis

13-03-01-02-15.jpg
By on 03/25/2012 8:22 PM @daisywhitney

VIEQUES, PR — The dearth in quality inventory for online video ads could be solved by YouTube's partner program and more attention paid to "Web TV" shows.

That was the suggestion of Paul Kontonis, VP and Group Director for Brand Content at Digitas, who addressed the issues of video inventory raised by Joy Marcus, partner at venture capital firm Draper Fisher Jurvetson and the former General Manager of Dailymotion North America, in this session from the Beet.TV Executive Retreat.

Even though popular video site Dailymotion had been logging about one billion streams a month when she departed last year, most of those were user-generated and advertisers still shy away from that content, Marcus said during the session. But, logically, online video with sight, sound and motion should be a marketer's "nirvana," she added.

That's where YouTube and its partner program may help, Kontonis pointed out during the conversation. YouTube is home to a huge range of videos including a middle ground of "Web TV" that's in between user-generated videos and premium TV shows, representing a good fit for marketers. With YouTube pushing the channels more with marketers and packaging them in a TV fashion, the online video business may gain some traction in solving the inventory overhang.

Problems with video inventory was discussed extensively at the retreat, including this segment with VideoHub's Anthony Risicato who said that online video inventory should be managed like TV.   You can find all the video from the retreat right here.  (More to come.)

Daisy Whitney

Recent Videos
image
Jun Group Growth Stems from Focus on Brands’ Owned Sites

Ad tech company Jun Group doubled the number of employees and significantly grew its revenue in 2014, and expects similar numbers again this year, buoyed by its focus on branded video, says CEO Mitchell Reichgut at the recent Beet.TV executive retreat. “We have seen a dramatic increase from ...

image
Index Exchange Doubles Down on Programmatic

The run rate for ad tech firm Index Exchange has hit $200 million due to its sole focus now on programmatic buying, says Andrew Casale, President and CEO of Index Exchange, in this interview with Beet.TV. “Programmatic has dramatically changed our business,” he says. Index Exchange, formerly ...

image
Civolution Syncs TV, Online Ads For Amplification

Dutch video technology company Civolution says it has a recipe for helping advertisers stay in touch with consumers, even as they distract themselves from TV viewing with alternative media devices. Civolution’s technology can trigger online ads in time with broadcast TV ads.  It has recently rebranded ...

image
Cannes to Recognize AdTech Innovation with the “Creative Data Lions”

The organizers of Cannes Lions have announced a completely new program at Cannes Lions titled the “Innovation Festival.”  It will be a two-day program, June 25th & 26th held at the Grand Palais. The program will recognize the impact of data on the creative advertising process.  (It happens ...

image
Brands Not Afraid To See Full Ad Data: Veenome’s Lenane

These days, many ad tech vendors offer to give brands and networks the data that reveals the true effectiveness of their ads. But which side wants to see that data, and which would rather look away? “If a big ad network doesn’t like what they see…  they don’t necessarily want to come back (to ...

image
Nielsen’s Hohman Ready To Measure Netflix

Netflix may not want to open up its audience ratings to industry onlookers – but that doesn’t mean measurement houses aren’t trying to put some numbers on the video behemoth’s growth regardless. “We are actually going to be able to have measurement for content that’s playing ...

Jeff Collins, Viant
MySpace Userbase Is Now Viant’s Giant Ad Targeting Machine

MySpace may have struggled to retain relevance over the last few years, but its latest owner recently rolled up the social network in to a proposition it hopes advertisers will find appealing. Interactive Media Holdings, which also owns Specific Media, Vindico and Xumo, has reacast as Viant Ad Cloud. ...

image
Yahoo: Three Keys to Native Ad Success

Native ads can often generate more attention then display ads, and they also usually drive a positive brand association, says Lauren Weinberg, VP Strategic Research & Insights at Yahoo, in this interview with Beet.TV. According to Yahoo’s research, 60% of consumers have a positive perception ...

image
Videology’s Gaskamp: Most Of Our Ads Are Upfront

In the emerging world of digital video advertising, many in the industry are getting excited by the possibility of programmatic-style real-time video ad buying, as well as by dynamically-inserted video ads. But video ad tech platform Videology says most of the ads its clients buy in videos are bought more in ...

image
Digital Isn’t Boosting Overall Ad Growth Much: comScore’s Fulgoni

Digital advertising has grown fast over the last few years – but its surge is not causing the overall advertising economy to inflate, says an ad measurement veteran. “Digital has skyrocketed – but it’s coming from other budgets,” according to comScore executive chairman emeritus ...

image
Ad Tech Consolidation Doesn’t Mean Walled Gardens: BrightRoll’s Mosher

Ad-tech M&A is in full-swing. Whilst the industry lumascape looks complex today, large internet operators are snapping up some of the bigger ad tech platform vendors? So, as consolidation occurs, will vendors under new ownership be temped to lock customers in to their parents’ business ecosystem? ...

image
eXelate Launching TV-Mobile Ad Solution: CEO Zagorski

It’s been going for seven years with its customer data services. Now eXelate is also one of the companies helping advertisers knit together messaging in the multi-screen era, with some pretty cool-sounding technology. “We’ve partnered with Innovid and connected mobile app data with smart TV ...

loader