Home  › Media › Video

Magnetic Brings Search Retargeting to Online Video Ads

  |  August 10, 2010   |  Comments

Search retargeting firm will make its data available through online video ad networks such as BrightRoll and others.

Magnetic will begin integrating its data with video ad networks like those operated by BrightRoll and others, the search retargeting firm announced today. The company hopes to kick-start search retargeting in the video space - which remains relatively nascent in comparison to the more developed display ad market - by allowing marketers to target video ads to users that have previously searched for specific brands or products.

Speaking with ClickZ, Magnetic CEO Josh Shatkin-Margolis said the combination of intent-driven search data and the creative freedom of video ad formats should provide a compelling proposition for advertisers. "Sponsored search ads are the highest converting on the Internet, but they're just boring text ads… the best form of online ads now are video ads," he said. "Perhaps video will never elicit the same response as a TV ad during the Super Bowl, but it can deliver on the promise of targeting."

Search retargeting and other behavioral practices are now commonplace in the display ad market - especially following the emergence of ad exchanges and demand-side platforms. At the same time, video continues to lag behind its predecessor in terms of data-informed ad buying, mainly because of a lack of available inventory.

Atul Patel is CEO of online video and ad technology provider OneScreen. While his company isn't seeing much in the way of data-driven targeting so far, Patel said that it's "starting to see trickles." He maintains, however, that liquidity remains an issue. "There just isn't enough advertising volume, relative to display that is, to effectively use search's specificity of information," Patel commented.

Shatkin-Margolis recognized that limited scale is indeed an inhibiting factor, but predicted the standardization of ad formats and purchasing processes will help unlock further inventory. He also placed emphasis on the emergence of exchanges, such as the one launched by BrightRoll last week, to help speed that process along. "The benefit of these platforms is they just encourage more inventory," Shatkin-Margolis said. "Advertisers just need as much as possible to cherry-pick from."

BrightRoll CEO Tod Sacerdoti said he believes the power of search retargeting is currently underutilized, both in the video and display ad space. "The scale isn’t as big as other behavioral targets, but it should be used more… there's a lot of innovation and huge opportunity," he commented.

As it stands, however, the online video ad space remains "about a year behind display," Shatkin-Margolis estimated, adding that he expects the market to follow a similar evolution to display, with advertisers gravitating towards audience-based ad buying in the video space, too.

In the display market, Magnetic's data is currently integrated with a total of around 90 networks, exchanges, agencies, and DSPs, including Collective Media, InterClick, Invite Media, and Media Math, the company said.

 

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

Resources

Jobs

    • Product Specialist
      Product Specialist (Agora Inc. ) - BaltimoreDescription: The Product Specialist is hyper-focused on the customer experience and ensures that our...
    • Partnerships Senior Coordinator
      Partnerships Senior Coordinator (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for a Partnerships Senior Coordinator! Why join us? Our...
    • Assistant Product Listing Ads (PLA) Manager
      Assistant Product Listing Ads (PLA) Manager (Zappos.com, Inc.) - Las VegasZappos IP, Inc. is looking for an Assistant Product Listing Ads (PLA...