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Agreement signals the increase in demand for programmatic video buying
in Asia Pacific Markets
August 14, 2012: VeNA, an Asia Pacific premium online video and social advertising network, has signed an exclusive agreement with BrightRoll, the world’s leading provider of digital video advertising services, to make the company’s BrightRoll Exchange (BRX) inventory available to marketers and agencies in Australia and New Zealand. Through the agreement, VeNA has exclusive access to all Australia and New Zealand video inventory available on BRX including mobile web and apps.
This agreement will make VeNA one of the largest video networks in Australia and New Zealand, according to comScore. Previously, VeNA has been ranked fifth by comScore in terms of unique visitors and BrightRoll has been ranked seventh in Australia.
As BRX continues to grow its global video inventory, the agreement with VeNA accelerates the company’s presence in Australia and New Zealand, making VeNA the leading source for quality Australian and New Zealand video inventory at scale.
“The deal with BrightRoll is instrumental to VeNA across Asia Pacific in terms of our market reach,” said James Zipeure, VeNA’s chief operating officer. “We expect mobile video to explode with estimates that a third of all people who access mobile internet are watching video. We expect this to increase by 20% compound annual growth rate over the next three years.”
Zipeure added, “Having exclusive access to the huge and rapidly expanding inventory for both online and mobile available on the BrightRoll Exchange, including this with VeNA’s current inventory, provides a massive content pool for clients and agencies alike.”
Craig Whitmer, Vice President of the BrightRoll Exchange (BRX) said: “BRX has grown significantly in the two years since its launch and international expansion is critical to our future growth. The deal with VeNA allows them access to premium video inventory across all four screens and pushes BRX aggressively into the Asian Pacific region.”
About the BrightRoll Exchange (BRX)
BRX is the world’s largest video advertising exchange. With more than 4 billion ads served monthly across thousands of websites, tablets, mobile and Connected TV devices, BRX offers buyers access to massive pools of audited, brandsafe inventory, transparent site-lists and advanced audience targeting. BRX provides publishers a convenient and effective way to maximize monetization of their available inventory.
VeNA (Video and entertainment Network Asia), is one of the largest independent premium video and social gaming advertising and technology networks across the Asia Pacific region. Our business is based on exclusive partnerships with publishers and platforms, the sharpest technology and creative solutions which enable us to deliver at scale a unique market position for agencies and clients.
VeNA Hires Peter Bojanac as Chief Revenue Officer
May 8, 2012: Australia-based online video and entertainment company VeNA has announced the appointment of Peter Bojanac as chief revenue officer. In this new role, Bojanac will be responsible for aligning VeNA’s marketing solutions to client opportunities across Asia Pacific, as well as identifying new growth opportunities for the VeNA network.
A highly accomplished digital communications expert, Bojanac has worked with companies such as PeopleBrowsr, Spiral Media, and RewardsPoints.com.au and was a director of Mojiva Pty Ltd, a mobile ad network. He is also the founder and strategic director of Viva9, which was acquired by ASX-listed company Bluefreeway. In this role, he grew sales revenue to $75 Million in three years while turning Viva9 into the market leaders and darlings in performance marketing establishing beachheads across four continents.
“We have created this new role for Peter because of his skill sets,” said James Zipeure. “Few people can bring his experience to the table and he will be invaluable in creatively applying VeNA’s capabilities direct to agencies and clients to provide greater opportunities beyond the obvious choices.”
Bojanac said he was attracted to VeNA because of its rapid growth and influence across online video and entertainment. “VeNA is seeing rapid growth across their business. Online video alone is worth about $1.5 billion in APAC alone, so helping them more creatively use their share of this revenue is a great opportunity,” said Bojanac.
VeNA (Video and entertainment Network Asia) is one of the largest independent premium video and social-gaming advertising and technology networks across Asia Pacific. The company also houses VeNA re:CONNECT, the digital strategy, creative and production business that provides seamless creative solutions for agencies and clients. The VeNA 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/
Contact: Richard McGowan – +61 (0) 412 277 141 or firstname.lastname@example.org
James Zipeure, chief operating officer of VeNA, details recent advancements in video advertising, including two crucial capabilities: Performance measurement and mechanisms to ensure placement on only ‘brand-safe’ sites.
It’s been a fruitful time for online video. Across Asia-Pacific, video advertising is now worth around $1.5 billion, with estimates of 19 per cent compound annual growth over the next four years.
This growth rate will intensify as companies like Samsung increase their investment in IPTV operations and content. Recent deals with content distribution channels like Blockbuster will allow the company to become a new media player as well as a hardware supplier. Even more important, telcos will decrease barriers to entry through cheaper pre-paid services and new smartphones coming to market with faster download times.
Add in increasing pressure from consumers to deliver quality and live broadcast content, and this arena will become a key battleground over the next 24 months. The possible outcomes, though, are all positive. Strong growth will not only position video as an increasingly important platform for content developers and advertising businesses alike, but also help it combat escalating TV development and advertising costs—delivering in quantity what has already been proved to be a worthwhile contender.
But as the attraction of online video accelerates, so will advertisers’ and agencies’ questions around two absolutely key aspects of contention: performance and safety. Our industry must be in a position to answer these questions if we expect to see TV dollars move across to online video. As we have seen across the globe, technology is taking the guesswork out of the equation and fast-tracking the shift in buying patterns through real-time analytics and deep transparency across ads, content, viewers and performance.
It has been a potent criticism of online video that campaigns can easily drift into environments that are not appropriate to the brand. This issue has escalated immensely with growth of performance over the past four years and, more recently, audience-based buying for video. Up until very recently the capability did not exist to control online campaigns and guarantee that no elements would be directed to inappropriate sites.
So much has changed in a short time, like so many things digital. New technology available recently through the likes of VideoHub now lets us pick up not just text, but also content frame by frame, on any site. This means a site is electronically scrutinised for its suitability before an ad is served, allowing this technology to bring the digital industry complete confidence that we are not only delivering quality premium content but doing everything possible to protect and position brands appropriately within this unique environment.
So with accuracy of our online campaigns now ‘Under new management’, we must turn our attention to the other critical metric—performance. Even with numerous methods of measuring online interaction, none of these are comparable with the data developed by 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. Comparable measurements are gaining traction, enabling not only digital geniuses to achieve greater understanding of what needs to be achieved, but also the people who sign off on the budgets—the clients.
The old methods are not dead, just being reinvigorated into a plausible structure. Video has seen extraordinary growth this year, but like any new medium we are still playing catch up, in particular financially where the video market versus broadcast TV is still very much undervalued comparable to its volume.
There is certainly some work to do, but we are getting there very quickly.