Archive for June 2007 @ OMMA: Online Video Viewers Are More Engaged, But Precise Measurements Still Difficult To Reach

June 28, 2007, By David Kaplan – Thu 28 Jun 2007 10:15 AM PST

More talk of metrics and the value of ads for online video at the OMMA Video conference. Recounting OPA stats on video watching, about 44 percent of internet users view online video at least once a week. About 75 percent of the internet audience streams videos at least once a month. “It’s not just 18-24, also 55-plus, 21 percent of males streaming are in the 25-34 range, which is pretty much the same for females,” said panelist Erin Hunter, an EVP at comScore. “The peak point is 5- 7pm, which is that fringe time before primetime TV viewing. That’s something advertisers should consider.”

— Males are slightly more engaged when it comes to online video viewing, with 62 percent of men reporting more engagement with a video site versus 49 percent for women, Hunter added.

— According to Dave Osborn, director, MegaPanel Nielsen//NetRatings Video viewer consume six times more content than non-video viewers. From a reach standpoint, don’t just buy video. From a publishing perspective, you might want to look at behavioral targeting elements to get them when their not on the site.

— We should be measuring online video versus other media, especially TV, said Mike Ripka, VP, Millward-Brown. There’s high ware-out from seeing the same ad. According to his metrics, 82 percent of online video viewers recalled an ad 24 hours after seeing it, compared to TV viewers, which saw 54 percent have the same level of recall.

— When you take professionally produced content on a well known branded site, such as an ABC or NBC, they can sell out their inventory and garner $30 to $60 CPMs. When you have the similarly produced content, but syndicated as opposed to being shown on a branded site, that’s when the CPMs dip down a bit. Also, you’re starting to see $5- $15 CPMs for semi-professionally produced content, which is a step above user-generated video, said Michael Shehan, CEO, SpotXchange.

— Update: Following the panel, I spoke with comScore’s Hunter, who said that advertisers should be discouraged from such heavy reliance on click-throughs: “What advertisers are forgetting is that consumers are exposed to an ad and they may be interested enough at that point to click-through it. But more likely they won’t act on it for another few days or a week, or even two, three weeks out. And that’s something that’s easily measurable. So as a researcher, I can say, ‘This consumer has been exposed, I matched them to an identical control group and I can see whether they did something or not on a significant basis.”

— And the reason click-throughs are so important to advertisers versus other measurements? “It’s because the internet is an industry and I’ll take some responsibility for making click-throughs available, and so that’s what advertisers started to use to measure against. I’d much rather see things focused on branding measurements on whatever the action is: whether I’m marketing financial services, cars, packaged goods, or I’m a theater and I’m trying to put butts in seats. I think they’re a better, more thorough indication of what a consumer’s actually doing. You don’t really ask a marketer, ‘If you had two people and they both clicked, but only one bought something – who do you care about?’ With click-throughs, you’re valuing both equally. I think you ought to care about the one who bought.”

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MediaPost: For Niche Media, Aggregation is Key

June 15, 2007

MediaPost, Online Media Daily, by Erik Sass, Friday, Jun 15, 2007 6:00 AM ET

LACK OF SCALABILITY IS STILL the biggest obstacle facing niche online advertising formats including broadband video platforms, RSS feeds, blogs, and mobile networks, according to Jason Klein, co-founder and president of Special Ops Media.

Klein spoke on a panel discussion with representatives from each of these media at Digital Hollywood’s last day in Santa Monica. While his fellow panelists conceded scalability was still a work in progress, they detailed some of their ongoing efforts to make the process easier and more transparent for media buyers.

“It’s very challenging because a lot of times we have clients who are just getting used to interactive as a place to have their inventory,” Klein noted, adding that in this context, every layer of added complexity represents a new barrier to clients juggling online and other budgets. And, while “we try to use the online dollars to do less traditional interactive,” the basic problem remains: “Big advertisers with big budgets want to reach the biggest number of eyeballs possible, and if you’re a niche player, it just makes it harder to do that.”

However, sellers of the digital formats represented on the panel are making moves to present bigger, simple sales propositions to advertisers.

Paul Bowlin, regional sales director for SpotXchange and Booyah Networks, said, “I can have 50 different publishers that have audiences that range from 10,000 daily to 500,000 daily, aggregate them together in one vertical, and go back to the advertiser and say, ‘you don’t have to buy separately in this vertical anymore.'” This includes capabilities for targeting “down to ZIP codes” and by numerous other audience characteristics, if desired, in a system characterized by “complete transparency on the current bid rates for the inventory in the current marketplace.”

Jason Spero, vice president of marketing for AdMob, a mobile ad provider, said one of his company’s services is helping clients understand “how to handle fragmentation across handsets, how to handle fragmentation across service providers.” Ultimately, the company seeks to avoid this problem altogether, by making “it so an advertiser can make one buy across audiences, across geographies, across providers, across handsets.”

That said, the variety of mobile devices also offers opportunities for new kinds of targeting. “People may want to target device capabilities,” Spero said, as well as very precise geographic ad serving based on changing locations, subscription plans, and so on.

Although Spero didn’t mention them, competitors are also offering aggregation services in mobile marketing, including Third Screen Media, Millennium Media and JumpTap.

Despite the obstacles, the niche publishers overall remain confident about their various markets’ capacity to grow–as do venture capitalists observing the space.

Louis Moynihan, senior director of strategy and development for Pheedo, was sanguine about the future of RSS: “RSS adoption is one of those figures that will drive more advertisers and publishers” to spend ad dollars on the medium, even if it’s under-utilized now.

And Baris Karadogan, a partner in ComVentures, struck a reassuring note: “There are a lot of nascent areas, but as long as there’s innovation, we see a lot of money coming in. It doesn’t matter if these things may be niche now.”

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SpotXchange CEO to address next generation advertising technology at Digital Hollywood at NXTcomm 2007

June 15, 2007

What: Michael Shehan, president and CEO of SpotXchange, the Internet’s first self-service exchange for online video ads SpotXchange and a division of Booyah Networks, Inc., will present at the Digital Hollywood Conference at NXTcomm 2007 held June 18-21, 2007 in Chicago.

Shehan and fellow panelists will present, “Advertising and Technology – Interactive TV, Broadband, UGM & Mobile – Ad-insertion, On-Demand and Back-End Management,” a discussion about advertising finding its way into the next generation of technology media and entertainment industries. This session will cover the evolving technologies, where they are heading and how advertising and branding industries will gain further technology traction. Shehan is available for interviews and briefings prior to the event.

Where: Digital Hollywood Conference at NXTComm McCormick Place, Chicago, Illinois

Who: Michael Shehan Founder, President, Chief Executive Officer, SpotXchange

When: Advertising and Technology – Interactive TV, Broadband, UGM & Mobile – Ad-insertion, On-Demand and Back-End Management – Wednesday, June 20, 2007 – 2:00 – 3:15 p.m.

Contact: Valerie Quintanilla

About SpotXchange
The SpotXchange patent-pending platform is the Internet’s first self-service exchange for online video ads. The company is wholly-owned by Colorado-based digital marketing and technology company, Booyah Networks. In 2006, Booyah Network ranked 23rd on Inc. magazine’s list of 500 fastest growing companies. The company has offices in Westminster, Colo., Los Angeles and New York. Clients and partners include ClipSyndicate,, GoFast, and others. Visit SpotXchange online at


ClickZ: Visible World to Partner with SpotXchange

June 11, 2007

ClickZ, June 11, 2007

Local video ad platform company Visible World is signing deals left and right. The firm, which allows advertisers to create and run ads targeted to niche demographics and geographical locations, will work with SpotXchange to customize Web video ads for specific markets, according to SpotXchange.For instance, said SpotXchange CEO Mike Shehan, if there’s a call for a video ad from a more rural region of the Northwest, the Visible World system might target a spot for a Toyota SUV, whereas if the call comes from a city in the Southeast, it may serve an ad for a sedan.

SpotXchange provides a marketplace for advertisers and agencies to upload video and banner ads and target geographically, demographically, and contextually to video content.

As covered in ClickZ News today, Visible World just announced a partnership with ImageSpan, enabling advertisers to integrate ImageSpan’s automated content and copyright management and licensing platform with Visible World’s platform.

Posted by Kate Kaye at June 11, 2007 1:01 PM

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