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 New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

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

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs

    • Customer Service Consultant
      Customer Service Consultant (Bonner and Partners) - Delray BeachBonner & Partners: Full-time Customer Service Consultant Position Who we are...
    • Financial Editor
      Financial Editor (Confidential) - DurhamSIX FIGURE EDITORS WANTED: To enforce lofty NEW editing standards. Easy Conditions Unlikely. Promotion and...
    • Information Processing Specialist
      Information Processing Specialist (Agora Inc. ) - BaltimoreInformation Processing Specialist – The IP specialist position ensures the successful...