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RTB : AdVideum devient partenaire de Tradelab sur la vidéo. Les résultats annoncés par les deux entités indiquent un taux de visionnage moyen constaté de 91%. Allier RTB, preroll First View (première publicité in-stream vidéo vue dans la journée) et data, telle est l'action inaugurée avec un annonceur du secteur de l'industrie pharmaceutique par l'agence Tradelab et la régie Advideum. La campagne ciblait les femmes 25-49 ans. Les résultats annoncés par les deux entités indiquent un taux de visionnage moyen constaté de 91% (soit +11 pts vs campagne classique).

Le taux de clic moyen était de 6% (soit +30%). Quant au CPM sur cible, il a été de 24 euros net, soit -50% pour l'annonceur et +50% pour l'éditeur. Le Data Center de Tradelab mis à disposition permettait de "s'assurer que l'internaute exposé au spot publicitaire faisait bel et bien partie de la cible de l'annonceur". En savoir plus sur Offremedia.com. Viewability: Nearly Half of Online Ads Aren't Seen.

ComScore raised eyebrows with research last year showing 31% of online display ads are never actually viewed, but upon further review, things are even worse: its latest data indicate 46% of ads never seen by website visitors. The latest data comes after more than a year of additional tracking by the company’s Validated Campaign Essentials service, said comScore Chairman Gian Fulgoni in a presentation at the Advertising Research Foundation Audience Measurement 8.0 conference in New York on Monday. ComScore counts 22 of the top 25 U.S. advertisers as VCE clients, including Procter & Gamble Co. and Kellogg Co. But the new data, suggesting that fewer people see online ads than previously thought, likely owe to the fact the service has branched out beyond premium publishers and blue-chip advertisers in the past year, Mr.

Fulgoni said. At many "lower tier" sites, in-view rates are well under 50%, he said. "If you can’t be viewable," he said, "then there’s no point worrying about anything else. " 2,7 milliards de CA net pour le marché de la publicité digitale en 2013. INFOGRAPHIE - Avec près de 3 milliards d'euros nets, le marché de la publicité digitale 2013 a démontré sa maturité et son potentiel, peut-être encore sous-exploité, dans un contexte difficile pour tous les autres médias.

En 2013, le marché de la publicité digitale a atteint 2,791 milliards d’euros de chiffre d’affaires net, soit une progression de 3% par rapport à 2012, selon la 11ème édition de l’Observatoire de l’e-pub du Syndicat des régies internet (SRI), réalisé par PwC, en partenariat avec l’Union des entreprises de conseil et d’achat médias (UDECAM). Avec une part du digital dans les dépenses publicitaires à 22%, le marché français continue ainsi sa progression et « rattrape peu à peu les autres pays avancés où cette part est sensiblement plus élevée, à 24% pour les États-Unis, 30% pour l’Allemagne, et 35% pour le UK », souligne l'étude.

Le search roi Selon les leviers digitaux, le search poursuit sa croissance (+5%) et consolide sa place de numéro 1 dans le mix digital. Digital Video Advertising: Aggressive Spending And Increased Ad Availability ... Native advertising & RTB : quand les grands esprits se rencontrent. RTB et Native Advertising, deux leviers complémentaires et fondamentaux dans le cadre d’une stratégie digitale à 360°. Depuis désormais près d’un an, Native Advertising et achat programmatique sont devenus deux termes incontournables, deux « buzwords » dans l’univers de l’achat d’espace sur internet. Ce mode d’achat et ce format peuvent afficher une réelle complémentarité. Avec d’un côté, le RTB ou la valorisation d’un inventaire au sein des places de marché et de l’autre le Native ou espaces dédiés pour des campagnes à très haute valeur ajoutée, les agences media peuvent en partie répondre aux attentes des annonceurs.

RTB et Native Advertising se présentent ainsi comme deux leviers fondamentaux dans le cadre d’une stratégie digitale à 360°. L’émergence du native advertising Pour mémoire, le native se définit comme une publicité non intrusive qui se fond dans le flux éditorial d’un média avec un contenu à haute valeur ajoutée. RTB : révolution ou état de fait ? The-great-unwatched. Photo Some of the biggest names in Internet media have been gathering in New York City at the third annual Digital Content NewFronts, a pitch-a-thon where companies like Yahoo, AOL and Crackle — and, yes, The New York Times — trumpet their digital platforms to brands eager to reach consumers via online video ads. According to the standard spiel, ads in this medium are alluring because they can be aimed at specific audiences. They can roll in front of content that people want to see. They exist in the digital space where coveted demographic groups are spending more time.

It’s an enticing portrait, but one that glosses over an essential question: Is anybody watching? By many estimates, more than half of online video ads are not seen, either because they are buried low on web pages or run in tiny, easily ignored video players on those pages, or run simultaneously with other ads. At first glance, this seems a surprising problem for online video advertising. Is that what Blue Chip got? Mr. Mr. Publications Bullish Signs For Digital Video In 2014, Reaching 60% Of U.S. Population 11/25. Continuing to reshape the advertising ecosystem, analysts are beyond bullish about digital video in 2014 and beyond.

“We expect [the growth of digital video] to become a prominent theme in 2014, with meaningful dollars moving by 2015,” Macquarie Securities analysts said in a joint research note released Friday. To back up their optimism, the research team -- including Tim Nollen, Ben Schachter, Sunny Kwak, and John Merrick -- cited a recent Magna Global forecast, which put video at a 20% CAGR in ad dollars through 2018. As a result, the Macquarie analysts expect print and static display ads to continue to lose money to digital video. Whether TV will suffer is a more complicated issue, however. “This is partly a matter of semantics as definitions begin to blur,” the analysts explain in their report. “Is an ad viewed on the Watch ESPN app considered TV or online video?” “As such, traditional TV networks won’t necessarily lose,” they write. The New York Times Wants to Make Digital Video for Brands | Special Report: TV Upfront. The New York Times has bolstered its digital-video lineup with a slate of shows starring its editors and columnists as well as the series "Verbatim," where members of the Upright Citizens Brigade comedy troupe read legal transcripts word-for-word.

The Times plans to show off the programming at its NewFront presentation in New York on Monday morning, where it also plans to pitch advertisers on a redesign of its video hub, which is being reorganized under 14 channels and adding a native-ad product called Branded Playlists. Acura is the initial sponsor of the Times' new video hub. The Times has invested significantly in video in the last year, doubling staff to about 65 and carving out a separate department that makes videos for advertisers. Monday's NewFronts presentation, the company's first, is the Times' chance to showcase these efforts, according to Rebecca Howard, general manager-video. "For us it's a branding exercise," she said of the NewFronts. "We have a new team coming out strong. " IREP Institut de Recherches et d'Etudes Publicitaires.

En 2018, les recettes nettes totales du marché publicitaire des médias incluant le digital s’élèvent à 14,4 milliards € en progression de +4,2 % par rapport à 2017. En ce qui concerne le périmètre (télévision + cinéma + radio + presse + publicité extérieure + Internet), le marché est en progression de +5,9 % en 2018 vs 2017. Cette croissance affirmée provient principalement de la progression d’Internet +17 %* par rapport à 2017, notamment tirée par le Display Social +63 %* et le Search +11 %* (*Observatoire de l’e-pub SRI réalisé par PwC en partenariat avec l’Udecam). Mesuré pour la 1ère fois par l’IREP en 2018, le périmètre digital des médias télévision, radio et presse affiche une progression élevée +9,4 % vs 2017 soit 396 millions €. Ce même périmètre élargi à la publicité extérieure DOOH (déjà mesuré les années précédentes) montre une progression encore plus accentuée de +12,9 % vs 2017, soit 559 millions. Les médias profitent donc de la dynamique digitale. 2,7 milliards de CA net pour le marché de la publicité digitale en 2013.

Etudes - Les enjeux du marché de la vidéo en ligne. Publié le 13 février 2014 Quels secteurs d’activité investissent le plus dans la publicité vidéo en ligne ? Quels terminaux les fans de vidéos préfèrent-ils ? Quelle durée doit avoir une publicité vidéo ? Et quels sont les contenus les plus plébiscités ? Réponse actualisée par Videology avec les résultats du dernier trimestre 2013. La vidéo en ligne attire de plus en plus les internautes avec 31% des 25-34 ans et 26% des 35-44 ans. Côté formats, les courts sont en augmentation avec +76% pour les 10 et 15 secondes passant à 30% et égalant les 20 secondes, tandis que les 30 secondes représentent encore 40% des investissements. Florence Berthier Rejoignez-nous et recevez chaque semaine le meilleur d'INFLUENCIA.

As digital ad sales grow, news outlets get a smaller share. By Kenneth Olmstead Digital advertising in the U.S. accounted for $42.6 billion in revenue in 2013, an increase of 16% over 2012, according to the financial analysis firm eMarketer. But while that digital ad pie is growing, the numbers show that news organizations are competing for an increasingly smaller share of those dollars. While Google’s recent announcement of a 26% increase in ad volume in the first quarter of 2014 disappointed Wall Street investors who thought the number might be higher, it highlights the problem for the journalism business.

Big tech companies that largely aren’t in the business of creating news content continue to dominate the digital ad space, often because they are able to reach much larger audiences than news organizations can. In the first quarter of 2014, Google earned 90% of its revenue from digital advertising, and the ads that appear around Google search results remain its main source of that revenue. Topics: Advertising, Digital Media. Un GRP vidéo internet d'ici la fin de l'année. «Le RTB est une des thématiques fortes du salon e-Marketing», par Ghislaine de Chambine, directrice de pôle, Tarsus France. Gone Native: The Magazine Whose Editors Write Ad Content. Over the summer, Mental Floss asked its online readers what kinds of tricks or skills would they like to learn as part of the magazine’s “How To” series.

It then turned those ideas into posts, paid for by Dos Equis, which also had four display ads on each page. There are many publications that have been experimenting with so-called native advertising – some as venerable as The Atlantic, Forbes and The New Yorker. But because of its less-newsy, entertainment-oriented content, Mental Floss has been more prepared than others to blur the lines between sales and editorial. Mental Floss – which has a print publication just north of 160,000 and saw 2.1 million uniques in August – is wrapping up its largest-ever native advertising program with Dos Equis. It’s been a success, at least in terms of traffic. Each of the first three videos in the series, for example, surpassed 100,000 views. But in virtually erasing any distinction between its editorial and advertising, is Mental Floss going too far? New York Times Plans Branded Content In Video. VIEQUES, PR — The New York Times’ recent website redesign introduced sponsored articles from brands like Dell.

Next up, the paper plans to let marketers reach viewers of its video content. “A brand could sponsor one of our bigger editorial offerings – Dealbook or Bits, 36 Hours, Corner Office,” says NYT video GM Rebecca Howard. ”Those are bigger experiences that could have a video and a text component that could be brought to you by a single advertiser. “One exciting thing that we’re launching at the end of April with the redesign of our video hub is going to be a branded playlist that can be populated by an advertiser’s content.

Let’s say it’s a KitchenAid – we could put that on our food section, we can make content for them. But, Howard says, paid video marketing would be clearly signposted from editorial: ”Just as that Dell piece of content was very well highlighted that it’s a piece of advertorial content, we would be doing the same thing for video.” Publications Report Reveals Gross Disparity In Online Video Ratings, Implies Overstatement 03/21/2014. In an advertising marketplace disparity that likely has not been seen since Arbitron and Nielsen competed as currencies for local TV advertising buys decades ago, an influential Wall Street analyst released a report this morning suggesting the gap is far worse for the burgeoning online video advertising business.

The analysis released this morning by Pivotal Research Group's Brian Wieser shows audience estimates produced by comScore, the current Madison Avenue standard, to be about three times higher than those being produced by challenger Nielsen. Specifically, Wieser argues that Nielsen's legacy as the TV advertising standard will ultimately give it greater leverage as advertisers and agencies move to integrate the way they plan and buy TV and video advertising.

He also cites Facebook's announcement last week to officially roll out video ads as an impetus for the shift, noting that Facebook plans to provide Nielsen's data to media buyers as the basis of its audience estimates. Internet ad spend up 32% as old media takes a hit. "While it comes as no surprise that Internet is the most rapidly growing media type for advertisers, television is still the leading medium by spend by a long shot," Randall Beard, global head of advertiser solutions at Nielsen, said in a press release. "But the really exciting development is how the two can work together. We are consistently seeing advertisers turn to integrated campaigns to connect with consumers on multiple screens, reinforcing their messages strategically to maximize impact. " How the BBC is thinking about native advertising.

2013 Digital Future in Focus - Le Marché du Digital en France. The Number of Online Video Ads Is Up 205% in the Last Year. According to comScore, the audience for online video has grown 4 percent over the past year. The number of video ads? Up 205 percent. Sure, people are watching a lot of online video. But the ad-serving firm Vindico sees something more nefarious in those numbers. “The number of ad impressions have exploded, but it’s totally manufactured viewing,” said Vindico president Matt Timothy. Perhaps even more eye-popping was the list of sites delivering the most video ads over that time.

Meanwhile, CBS came in second with 195 million views and an 88 percent viewability rate. But those were far from the most curious—and egregious—sites to appear in Vindico’s top 20 video site ranking. Perhaps surprisingly, Timothy doesn’t blame bad guys using bots for this surge in video views, although they play a part. In fact, Vindico has developed its own video viewability grading system. Are those publishers totally to blame? Hollyscoop officials also questioned Vindico's methodology. News Websites Proliferate, Stretching Thin Ad Dollars.