Video search engine Blinkx is buying Internet ad firm Burst Media in an attempt to provide greater distribution for its video content. Blinkx is paying $30 million (£18.5 million) for the company.
Blinkx boasts 35 million hours of online video, and Burst’s network of publishers reaches an audience of over 130 million unique users, according to comScore. Blinkx will create content channels for Burst’s publishers, which will hopefully attract advertisers looking to reach specific demographics through Web video. The goal for the combined companies is to create the sort of reach and frequency online that keeps advertisers addicted to TV buys.
“Up until now, the primary barrier to further television advertising budgets moving online has been online video’s inability to match the sheer scale of audience that television can deliver,” said Jarvis Coffin, CEO of Burst, in a written statement.
Blinkx is banking on Burst’s large network to help boost its haul from ad sales. Burst’s attracted an average CPM of $1.49 in 2010, largely from display ads, whereas Blinkx’s CPMs for video ads were closer to $20. Combining Burst’s network with Blinkx’s video content “will be able to realize some of the differential between these two rates,” said the release.
Google sparked a small firestorm last week as reports surfaced that its intelligent assistant device Google Home delivered an unsolicited advertisement to unsuspecting owners.
The companies converging on the lucrative mobile video market. Plus top tips, examples, the need for new brand strategies, and the huge impact on mobile data.
Twitter's own statistics say that videos are six times more likely to be retweeted than photos, and three times more likely than GIFs. But what is it that makes video on Twitter so effective?
Web push notifications are an interesting addition to the marketing mix. To help you understand what they mean for you, we've put together a guide with everything you need to know.