UK- based Guardian News & Media (GNM) has signed a deal with AOL Networks’ video ad platform, Adap.tv, to provide a private video ad marketplace for the publisher. The company will sell video ad inventory programmatically to select trading desks and agencies.
GMN has been selling its display advertising programmatically for the past four years but this will be the first time that the publisher moves into the video space. The move is hoped to allow the Guardian to monetize video content as it expands into global markets and further increase ad revenue.
“We have always been fairly brave around programmatic trading, adopting it from the early days in the belief that it offers advantages of ease and efficiency for buyers and sellers. Introducing a private marketplace for video with Adap.tv was the next logical step,” says Tim Gentry, revenue director, GMN.
According to reports, the marketplace will initially be limited to GNM’s international traffic but may be extended into the UK market eventually. This is mutually beneficial to Adap.tv who may be able to leverage the global opportunity and become more visible in markets such as Europe and Asia. The marketplace will also be aimed at capturing value from large global events such as the World Cup and the Olympics.
“Our clear commercial vision means that we are committed to our advertising model and making sure it works for all parties. As a result, advertisers find it highly compelling,” says Gentry.
GroupM predicts that global ad spend will top $547 billion next year, up from $524 billion this year. While television will still capture the biggest share of that 12-figure pie (41%), digital's share will grow from 31% to 33%.
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