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February 2012

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VeNA Secures Exclusive Asia Pacific License for VideoHub Technology Platform

VeNA Secures Exclusive Asia Pacific License for VideoHub Technology Platform

Appoints Jarryd Christensen as Technology Lead

February 14, 2012: Premium video and entertainment advertising network VeNA has secured an exclusive Asia Pacific license from VideoHub, a division of Tremor Video. The partnership will connect the VeNA premium pre-roll inventory business with VideoHub for Advertiser’s world-class brand video analytics and brand safety technology.

The new deal will allow VeNA to offer its advertisers a view across the complex online video ecosystem and a unique perspective into how their video ads perform. In addition, VeNA and its advertiser partners will now be able to dynamically match ads with content and viewers, delivering superior targeting and performance while increasing brand impact.

VeNA has also announced that Jarryd Christensen has joined as the company’s technology lead, a new position, as VeNA starts work on the VideoHub partnership and also rapidly expands its operations in Asia, Australia and New Zealand. Christensen joins VeNA from The Video Network (TVN) where he worked closely with Ninemsn, SBS, MCN and managed integration with TVN’s publisher partners. Prior to TVN he worked at Fairfax Digital managing campaigns for OMD, M2M, Initiative and Amnesia Razorfish.

“As growth in the online video market accelerates, advertisers and agencies’ questions around real time effectiveness will continue to emerge,” said James Zipeure, VeNA’s Chief Operating Officer. “We must have answers if we expect video to support major TV ad buys.”

He added, “As we have seen in the U.S. the VideoHub technology will take the guess work out of the equation and fast track the shift in buying patterns through real-time analytics and deep transparency across a multitude of video metrics.”

Anthony Risicato, general manager of VideoHub said, “It’s important for advertisers to have 100% transparency into what’s driving their video ad performance. This is particularly important for international advertisers and networks, whose reach often extends to multiple countries. VideoHub illuminates which regions, campaigns or creative units are the most effective, and helps advertisers optimize accordingly. There is simply no practical way to harness the art and science of video marketing without a sophisticated platform like VideoHub.”

The deal with VideoHub also means VeNA can provide a world-class brand-protection tool for advertisers.  “We can now overlay video scanning and brand safety technology to all campaigns.  Brand safety is a primary concern for advertisers and agencies,” said Zipeure.  “The VideoHub technology gives our clients security for their campaigns by scanning not only the web content on the page, but also the video content to determine if the content is suitable for the campaign. If the match is not right, the sites are eliminated from selection. We can now give clients the confidence that all placements are now 100% brand safe for their products.”

In Australia, major concerns emerged last year when industry investigations discovered that some online campaigns were appearing in unsuitable internet environments such as porn sites.

“We must be in a position to guarantee the security of our clients’ online advertising dollars if we are expecting to see the medium grow to its full potential,” said Zipeure.

“The license agreement with Tremor Video for the VideoHub platform significantly raises the quality of our offering in the market,” he added. “We will be making the technology available also to international clients through plans we will announce in the near future.”

The new licensing will be effective as of March 1.

ends

About VeNA

VeNA (Video and entertainment Network Asia) is one of the largest independent premium video and social-gaming advertising and technology networks across Asia Pacific.  Our business is based on exclusive partnerships with publishers and platforms combined with the sharpest technology and creative solutions that enable us to deliver at scale a unique market position for agencies and clients. http://www.vena.tv/

About VideoHub

VideoHub, a division of Tremor Video, is a first of its kind analytics console that helps marketers and agencies monitor the complex video ecosystem to dynamically match ads with content and viewers, deliver upon marketing goals, and maximize brand impact. Unlike traditional video management platforms, VideoHub focuses on effectiveness and delivers real-time analytics for deep transparency across ads, content, viewers, and performance. To request a demo, visit videohub.tv


James Zipeure, Chief Operating Officer for VeNA, Asks If The Rapid Growth In Online Video Means TV Has Lost Its Ability To Deliver Both Audience & Cost Effectiveness

James Zipeure, Chief Operating Officer for VeNA (Video and Entertainment Network Asia) discusses how  online video is now worth $1.5B + across Asia Pacific region, and with the likes of Sony investing in IPTV and telcos decreasing barriers to entry via pre-paid, faster downloads and video advertising platform based technology now makes video real contender to TV.  Zipeure puts forward how greater emphasis must be placed on real-time analytics and fast tracking the shift in buying patterns through real-time optimization and deep transparency across ads, content, viewers and performance and goes onto discuss whether there is way TV and video advertising can work hand in hand.

Once upon a time when TV advertising first started, it signified a new era for brands.  TV delivered an incredibly effective way of getting a message out to a load of people really quickly.  TV soon became a must have for marketers and advertisers alike.  Now, 80 years on TV is still going strong – the global TV advertising market is worth $169B and increasing with the Asia Pacific market is now worth roughly $62B.  Over the past decade though we have seen extraordinary growth in new communications channels – in particular online – and more recently online video which has fuelled the arguments that TV is losing its ability to deliver both audience and cost effectiveness due to the divergence of consumer media consumption and in particular viewing habits.

Many of us know the famous quote from John Wanamaker that says, “I know half the money I spend on advertising is wasted, the trouble is I don’t know which half.”  This is no more evident than with the continuing argument around the increasingly cluttered TV market and ad breaks.  Lately this debate is gathering new pace, a problem intensified by the explosion of TV channels in pretty much all markets.  As we move away from the old analogue era and into digital broadcast, issues around channel conflict will rapidly increase, outlining the need for brands to diversify into new media opportunities if they are to survive in this ever increasingly complex digital arena.

As these new media opportunities increase so will the cost of delivering effective optimized TV campaigns.  As consumer appetites for more varied on demand and free content supply grows, so does the advertising video market.  Across Asia Pacific online video advertising is now worth $1.5B + with estimates of 19% CAGR over the next 4 years.  This growth rate will intensify as companies such as Sony increase their investment in IPTV operations and content distribution; Telcos decrease barriers to entry through cheaper pre-paid services; phones and faster downloads and video advertising platform based technology competition intensifies.   This growth will not only help combat ever-escalating TV costs but deliver what has already been proved to be a worthwhile contender to TV.

After shouting at TV buyers for the past 5 years about shifting their dollars to video, the same arguments still stand true – it’s just that we have become a little better at rationalizing our position.  Our case though is not totally built yet.  Much of the research is still adhoc and if we are to be taken seriously we need more hard evidence of effectiveness.  Even with numerous methods of measuring online interaction, none of these are comparable with the data developed by the commercial TV companies which right or wrong have spent decades fine tuning and marketing their leadership of the media stratosphere.  Greater emphasis must be placed on real-time analytics taking the guess work out of the effectiveness equation and fast tracking the shift in buying patterns through real-time optimization and deep transparency across ads, content, viewers and performance.

But if performance is an absolute essential, what about brand safety?  TV has always prided itself on brand safety and family safe environments and most countries have strict and enforceable rules about what can be shown at particular times and to whom. The same I’m afraid cannot be said about the internet.  We have already seen a number of tools within the market that can pick up the majority of unwanted or defamatory sites, but up until now these have not been fool proof.   So is there a better solution?  New technology available recently through the likes of VideoHub now lets us pick up not just text but content on any site as well.  This technology should bring our industry complete confidence that we are not only delivering quality premium content but doing everything possible to protect and position brands within this unique environment.

So is there a way TV and video advertising can work hand in hand?   We have been living in an era of anti-social TV for decades, but now a new experience is emerging.  The typical ‘family room’ is being replaced by online virtual environments accessed through personal devices.  While the social element of TV is not new, the term “social TV” is now used to describe a new breed of services that integrate other communication features like voice, chat, context awareness, peer ratings and integration with social media on the web, to support an active TV experience rather than a passive one.  This is a win for all. Broadcasters get improved data on their audiences and can offer integrated web ideas and sites; viewers get interactive community-oriented social television and can make real time viewing choices based on mood and their network of friends. Web-based communities and social media sites can now make more headway into IPTV broadcast TV.

With this escalating movement towards a better dialogue of analytics between digital video, TV and social interaction we can only expect improved results for advertisers all round. Our overall goal though is to position online video as not only an instrumental part of the consumers’ daily media behavior but we help deliver quality content and advertising opportunities for brands.   If we get it right we can only see increased confidence within the market but more importantly more $$ to follow.


VeNA Expands to Asia With New Singapore Office

VeNA Expands to Asia With New Singapore Office

February 6, 2012: Sydney-based premium video and social-gaming advertising network VeNA has announced its initial expansion into the Asia market with the launch of a Singapore office to act as a regional hub.

The new office is VeNA’s first outside its existing Australia and New Zealand operations and will be led by newly appointed Nick Wong as south-east asia regional sales manager.

VeNA chief operating officer James Zipeure said the Asia market presented major opportunities for VeNA, particularly in social gaming. “Our research indicates that US$1b to US$1.5b was spent in the social gaming arena globally in 2011, with US$180 to US$250 million of that spent on marketing,” said Zipeure. “We expect this investment to increase by 40% in 2012, possibly more in Asia, so we will be expanding the Singapore office quite rapidly from its launch phase.”

Newly appointed Nick Wong had an extensive background with creative and media agencies in Asia Pacific before moving to work in digital content libraries. He was instrumental in setting up the Corbis office in Singapore in 2004 before moving to lead the Singapore office for Imagine in 2010. Wong also has digital media experience with Asia’s largest property portal, AllProperty Media.

“Nick’s knowledge of the marketing opportunities for social gaming and online video is highly valuable to us and we are pleased he’s on board,” said Zipeure. “He will bring strong local traction for us and also be a key facilitator in helpinggain momentum for some of our international business partners.”

In November last year VeNA announced its partnership with the US-based Intergi and Create Reach global gaming-sites companies.  “Having partners like Intergi and Create Reach with the sheer potential growth of online gaming particularly in Asia, we are anticipating marketers and agencies to invest more heavily in this sector as it evolves,” said Zipeure.

Ends

About VeNA

VeNA (Video and entertainment Network Asia) is one of the largest independent premium video and social-gaming advertising and technology networks across Asia Pacific.  Our business is based on exclusive partnerships with publishers and platforms combined with the sharpest technology and creativesolutions that enable us to deliver at scale a unique market position for agencies and clients. http://www.vena.tv/