SpotXchange launched a twitter feed today for SpotXchange publishers called SpotX4Pubs located at http://twitter.com/SpotX4Pubs. SpotXchange is suggesting active and prospective publishers to follow SpotX4Pubs so as to receive updates about inventory requests (domestic and international), product releases, and network advisories. Sign up today and be in the know!
Archive for the ‘SpotX for Publishers’ category
SpotXchange CEO, Mike Shehan, is speaking at the Casual Connect conference in Seattle on July 21, 2009. Casual Connect is organized by the Casual Games Association and is one of the most anticipated casual game events of the year. Mike is speaking on the panel, “Make Money Off Your Games” along with representatives from Mochi, RealGames, Skyworks, and WildTangent.
Find out more here: http://seattle.casualconnect.org/content.html#marketing
I recently saw that the IAB produced a video and a new site called http://www.iamthelongtail.com, which highlights some of the stories behind the estimated 1.2 million websites that support themselves through advertising. Personally, I really found the video very inspiring. Many of these ‘long tail’ publishers have very loyal, niche audiences. The publishers themselves care very deeply about their subject matter and produce quality content. Their visitors trust the sites enough to return again and again. However, these same publishers are often not recognized as quality sources of ad inventory by many media planners in the industry. Granted, they aren’t household names like CNN. And they often don’t have the critical mass that many media planners need in order to invest their time executing a buy. However, I’d like to point out that many ad networks, including SpotXchange, enable advertisers to sponsor these sites in a transparent manner with surprising ease and effectiveness. And often, these same ad networks provide incredibly sophisticated targeting and optimization tools to manage campaigns on these types of sites. Ad networks – love ’em or hate ’em, they do serve a purpose for all parties involved. I’m hoping that was the point of the IAB producing this video.
“In fact, according to leading online video advertising network SpotXchange, in February 2008, over 90% of the InGame video advertisements they served were watched in full. This level of engagement means the effectiveness of the video ad goes through the roof.” – From article written by Slingo.com
Follow the link below to view full article:
AdAge covered an interesting study on the acceptance of ad-supported online video content.
I am interested to know if acceptance would change if survey respondents were asked specifically about retail sites who produce informational videos (WineLibraryTV comes to mind–note: I’m just using the show as an example as I’ve never seen an ad on any episode I’ve watched). For me, I would still watch Gary Vaynerchuck’s wild tastings. He’s so entertaining, I’d take an ad–even two! But, a host that wasn’t so engaging…I’d probably go another direction.
Here’s the article,
Survey: Viewers Most Amenable to Ads in TV Shows, Movies but Not Amateur Video
By Megan McIlroy
Published: July 17, 2008
NEW YORK (AdAge.com) — Good news for the growing number of ad-supported video services popping up online: The majority of digital video consumers will find the inclusion of advertising a “reasonable” expectation for accessing free online video content.
That’s according to a new survey of U.S. internet users aged 12 and older conducted by market-research company Ipsos MediaCT in February 2008.
Give and take
“Nobody is going to tell you they love advertising,” said Adam Wright, director of Ipsos Media CT. “But the [survey] confirmed the notion that people get the give and take. That can be reassuring for many of the people who are trying to crack the code [of ad-subsidized video models].”
The percentage of internet users who found advertising to be a reasonable price of admission for free video content varies by content but, in general, respondents were more likely to embrace advertising in long-form professional programming. At least three in four digital video consumers said they would find it “reasonable” for advertising to appear in the free digital distribution of full-length TV shows and movies, while about two out of three said the inclusion of advertising would be reasonable with free access to music videos, short news or sports clips.
“If it’s premium content, people are willing to sit through ads. It’s something that consumers already expect,” said Mr. Wright.
Bad news for amateur content
But it’s a different story when it comes to amateur digital content, where viewers are much less likely to accept advertising as a price of admission. Just over half of the respondents in the survey who have downloaded or streamed a video online say they would find it “not reasonable” to have advertising embedded within free amateur or homemade video offerings.
That finding could raise an important question for video-sharing websites like You Tube that are diversifying content to include longer, professionally produced material. According to Mr. Wright, these providers will have to “carefully consider” ad-subsidized models since their current audience has grown accustomed to free streams without any advertising.
One way to approach advertising for different types of content is to use different kinds of advertising, Mr. Wright said. For instance, an amateur video might use a 15 second pre-roll or a pop-up ad, depending on consumer reaction.
Said Mr. Wright, “You have to get into what are consumers are OK with and what they aren’t, and [ask] when do you start to reach a negative impact?”
Here’s a selection of responses from the Ipsos MediaCT survey:
How reasonable is it to have advertising in the following free video content?
Full-length TV show:
82% Very reasonable/somewhat reasonable
18% Not very reasonable/not at all reasonable
75% Very reasonable/somewhat reasonable
25% Not very reasonable/not at all reasonable
68% Very reasonable/somewhat reasonable
32% Not very reasonable/not at all reasonable
Short news or sports clips:
63% Very reasonable/somewhat reasonable
37% Not very reasonable/not at all reasonable
Movie/TV trailers or previews:
62% Very reasonable/somewhat reasonable
38% Not very reasonable/not at all reasonable
Amateur or homemade video clips:
48% Very reasonable/somewhat reasonable
52% Not very reasonable/not at all reasonable
We just completed some new functionality that will enhance your visibility among advertisers in our network and allow you to provide additional information about the specific advertising opportunities your properties offer.
You will notice these enhancements when you create a new channel or edit your existing channels.
- Media Kit – You can now upload a media kit—advertisers will have direct access to this document to help them make more informed decisions about your offering.
- Channel Image – You may likewise upload a thumbnail logo that will be used to graphically represent your properties in the SpotXchange marketplace.
- Enhanced Demographics – We have made the demographic profiles more comprehensive for advertisers. Publishers can now provide detailed demographic information about their audience, and designate which 3rd party measurement service (e.g. – comScore, Quantcast, etc.) provided the information. While this field remains optional, you are encouraged to complete it to the extent that you have user demographic data available—we have found that advertisers frequently turn to this type of information to guide their purchasing decisions.
- Ad Filters – There are several new content filters that you can apply to your channels to exclude additional unwanted ad categories: sweepstakes, religion, land based casinos and dietary supplements.
- InStream Ad Slot Position – To further help advertisers target their campaigns, you may now specify if you are showing instream ads in “pre”, “mid”, “post”, or multiple positions.
- InGame Ads – We have separated “casual gaming” advertising opportunities out into a distinct ad type, to better call attention to this growing niche in our marketplace. If you are a casual game publisher or network, you will want to update your profile to reflect that your channels represent casual gaming opportunities.
- InnerStream Ads – Publishers can now apply to serve our new overlay ad, called InnerStream, that we plan to launch later this year. Stay tuned.
- Network Bids – Finally, you are now able to set minimum CPM limits to ads targeted across network, separately from the minimum CPM you set for ads targeted specifically to your channels. By way of example, while you might want a $10 CPM minimum for ads specifically targeting your SpotXchange channels, you may be willing to accept an ad targeted to Wisconsin that runs across our network, at a CPM of only $5. This lower value ad would only be shown to your users from Wisconsin.
I encourage you to login and update all these new fields in your channel profiles at your earliest opportunity. Feel free to ping me if you have any questions. Doug@booyahnetworks.com