Mobile Video Nearly Half of Collective Mobile Business

PALM SPRINGS, CA — Online video and mobile video are among the fastest growing categories at multi-screen video ad tech firm Collective Media, with mobile video 50% of the mobile business, says Travis Lusk, VP Inventory at Collective in an interview with Beet.TV.

This is an evolution from Collective’s genesis in display ads as the company is now focused across platforms and multi-screen campaigns. With this growth comes the need for more inventory. “More brands want to buy GRPs and you can deliver any number of GRPs or demo guarantees, but if we layer on that ‘it must run on these sites’ and ‘be this size,’ it shrinks the pool,” he says. Collective has been focusing on pushing the creation of more premium video inventory across the board to accommodate those targeted buys.

Collective’s focus on mobile video dovetails with the overall industry growth in this sector. Mobile video traffic will grow 14 times by 2018 to account for 69% of global mobile data traffic, Cisco said in its latest report. Video ad technology firm Freewheel TV said in the fourth quarter that ad views on mobile and tablets were up 235% and 365% year over year, respectively.

We interviewed Lusk at the IAB Annual Leadership Meeting.

By Daisy Whitney on February 25, 2014February 26, 2014 @daisywhitney

Recent Videos

NewFronts Will Turn Up Volume On Podcasts: IAB’s Bager

PHOENIX — Could podcasts finally be about to get their payday? So often trailed as “the next big thing” in media and marketing, the format remains challenged by measurement issues, but is growing in popularity and in corporate interest, according to Edison Research and Spotify’s recent acquisitions of Gimlet Media and Anchor. A leader of […]

Washington Post Rides Amazon’s AWS Elemental To Serve Broadcast: Prakash

PHOENIX — Since it started seven years ago, The Washington Post’s in-house, self-built software line-up has grown in size and in customer base. Now it is being used by a whole new industry – broadcast. Products under the Post’s “Arc Publishing” studio include many more than when Beet.TV last wrote about Arc two years ago: […]

Hulu Embraces Automation, Carefully: Fleming

PHOENIX — Advertisers want choice, control and freedom to buy using automated technology platforms – but that doesn’t mean Hulu is going to let just anyone purchase its ad space. The online TV provider last month announced it made $1.5 billion in ad revenue last year, a rise of 45%, increasing it advertiser base by 50%. In […]

Three Steps To NBC’s ‘Single Decision Brain’: FreeWheel’s Rooke

When Digiday reported recently how Comcast-owned NBCUniversal was beginning to use FreeWheel, its ad-tech software stablemate, to schedule linear TV ads, it set industry tongues wagging. That sort of integration requires extensive infrastructure development. But bigger things are coming, says James Rooke, FreeWheel GM, publishers, who explains the workings in this video interview with Beet.TV. […]

InMobi’s Sprint Deal By The Numbers: Frisbie

PHOENIX — InMobi’s deal to acquire Sprint’s Pinsight advertising unit may have closed last Q4 – but that doesn’t mean InMobi’s data on mobile subscribers is getting stale. In this video interview with Beet.TV, Anne Frisbie, InMobi SVP programmatic, says InMobi continues to enjoy live data on telco consumers. “It’s current,” she says. “It’s updated […]

Turner’s Rockwood: Better Cross-Screen Measurement Means Easier Transactions

Given the complexity of the premium video marketplace, “It’s just been messy to do business,” says Turner’s Beth Rockwood. But that doesn’t mean complexity is necessarily a bad thing. For nearly 10 years the industry has been aware of the challenge of “needing to do something different and better,” Rockwood explains in this interview with […]

ARF Research Will Develop Cross-Platform Measurement, Attribution Standards: CRO Donato

The ARF is devoting 2019 to working with its members on empirical research that can help to shape industry standards for cross-platform audience measurement and advertising attribution. Until then, tension will exist among the buy- and sell-side, along with the plethora of companies offering measurement and attribution solutions. The latter was evident at the recent […]

News Business Needs Both Advertisers & Subscribers: NYT’s Howard

Five years ago, in an excoriating and self-flagellating internal report, The New York Times gazed hard at its navel – didn’t like what it saw. “We are not moving with enough urgency,” said The New York Times’ leaked Innovation Report. “Our journalism advantage is shrinking as more of these upstarts expand their newsrooms. Many (of our […]

FreeWheel’s Marcus On The Impact Of Creative In Cross-Screen Campaigns

One aspect of cross-screen video advertising attribution that will need to catch up with others is being able to determine the impact of different creative iterations. Some research suggests creative can account for as much as 70% of overall campaign performance, according to FreeWheel’s Claudio Marcus. Much of the in-depth studies that FreeWheel has done […]

OTT Publishers Want Control & Independence: Telaria’s Zagorski

In a world where advertising partners play for both teams, you never really know who is on your side. So says one executive whose company felt so strongly about that issue, it split in two. Telaria spun off its division serving ad buyers back in September 2017 to focus only on providing a programmatic advertising […]