Advertising

Ad networks like Tremor Video aren’t aiming to compete with the premium publishers, said Jason Krebs, SVP and Chief Media Officer for Tremor, who was a panelist in the Beet.TV Leadership Webcast which originated in the AOL Studios in New York last month.

Affine Systems, a small San Francisco-based, venture-backed start-up built around machine learning, has created a technology to "rip apart video frame by frame," enabling advertisers to associate ads with desired content.

TVGuide.com, a comprehensive guide to broadcast, cable, web and downloadable video, claims 23 million monthly unique users. 

Digital Broadcasting Group (DBG), the big video ad network and production/syndication firm, is expanding its syndication platform for premium publishers, the company announced today.

While advertisers and ad networks are driving online video ad rates "to the floor," the lower prices are making the media more efficient, providing a return on investment of 3 to 5X for digital video versus 2X  for television, says SVP Jordan Bitterman, who heads the media and social practice for Digitas, a Publicis unit.

The calculation around the value of video advertising is based principally on  Gross Rating Point or GRP, meaning the total size of an audience. 

Ogilvy & Mather, the giant advertising agency unit of WPP, has formed a dedicated online video practice area headed by Robert John Davis. 

While most online advertising has been created to encourage consumers to click to a marketer's site, mobile advertising is different and and advertising is increasingly self-contained, providing consumers with microsites, says Catherine Spurway-Hepler, SVP of Strategy at PointRoll, the digital advertising services unit of Gannett.

While mobile advertising is a tiny slice of the global advertising pie, "its growth is huge…..and exponential," says Anna Bager who heads the IAB's Mobile Marketing Center of Excellence. 

In its global report on the state of advertising, advertising media buying firm ZenithOptimedia predicts that the Internet will pass newspapers in 2013 to become the second largest advertising medium, well behind television.

Howdini, one of the biggest "how to" video players, has served some 70 million video views for cake recipies for Betty Crocker, says Alison Provost, CEO and founder of parent company TouchStorm. 

adBrite, the biggest independent ad exchange for digital media, is directing as much as 1.5 billion video ad views per month, including an increasing number of ads seen on premium sites, says adBrite CEO Iggy Fanlo in this interview with Beet.TV.

In making online video buying decisions, marketers face the choice of spending more for video when they know where their ads are placed versus paying less when their ads are matched with videos through exchanges and video ad networks, says Vipin Mayar, Global Director of Performance Analytics for McCann Worldwide in this interview with Beet.TV.

I am very pleased to report that AOL Video is the exclusive sponsor of Beet.TV for the months of July and September.

Subscribes of a limited number of cable services were able to access ESPN’s live streaming of the Wimbledon matches on their mobile devices for the first time.

Specific Media, one of the biggest online advertising networks, has purchased MySpace from News Corp. for $35 million today.

LongTail Video, the New York-based provider of online video services, widely known as the provider of the open source JW Player, is serving a half billion ads into the streams of its publishing customers, says Dave Otten CEO in this interview with Beet.TV.

SAY Media, is building its own "vertical networks" of original content, including the fashion and pets categories, through the acquisition of Dogster and by building new content around fashion celebrity Jane Pratt.

DECA, the Los Angeles-based producer of non-scripted, original Web video, has launched a video ad network or women’s sites called HerChannel.