Brands: Dominating YouTube and Going Programmatic

Posted 3 years ago by Josh Messinger

New Content Partnership

I am happy to announce a new content partnership with OpenSlate. OpenSlate monitors and scores engagement on YouTube channels and will be making insights on marketing verticals available to Videonomics subscribers. For this first round of data we turn to autos. In the full report (no registration necessary) they review the top 500 brands on YouTube. Definitely worth a look.

YouTube: Required Watching for Automotive Brands

Brand Watch

Mondelez (a $35 billion company) has announced they will spend 50% of their $200 million on digital by 2016. This increase will double their current 25% spend. Most interestingly, their focus will be on programmatic buying, specifically on online video. We’ll be seeing announcements like these as well as a shift to in-house programmatic buying on a very regular basis. Remember a few weeks ago when AMEX and P&G announced the same?

Brands, are you looking for more on taking programmatic in house? Read this interview with Heineken’s Senior Media Director, Ron Amran.

Mars CMO Pledges Allegiance to Broadcast TV in WSJ Interview. For CMO Bruce McColl its all about reach, and TV’s got it. But thats what Mondelez, AMEX, and P&G are up against as well. The interview hints at a shift in Mars’ budget to digital…how long before Mars jumps on the programmatic band wagon?

Also of note: Q&A On Honda Stage’s Concerts, Cars, Content.

Media Buying & Measurement

GroupM to Exit Open Ad Exchanges by Year End, Ari Bluman. The key word here is “open”. GroupM isn’t leaving exchanges, they are crafting direct deals with publishers and using the Exchanges as plumbing to automate these deals. This is smart for a few reasons: 1) remember those brand’s buying directly posts above? Only agencies are going to get the scale of representing multiple clients. 2) Fraud and viewability. By crafting direct deals with premium publishers they are retaining scale and filtering out much of the risk associated with the long tail of video. 3) By focusing on premium inventory GroupM is investing in a CONTENT driven marketplace. They know if a video CPM is $3 it is too good to be true. My only question, is there actually enough premium video inventory out there to satisfy their demand?

Ooyala: Mobile Video is Now 21.5% of All U.S. Views, Up From 3.4% in 2012. By 2016 Ooyala estimates this will hit 50%. This makes sense…but don’t count the bigger screen out just yet: Nearly Two-Thirds Of US Households Will Have A Connected TV Within Five Years. In all fairness the second piece is very misleading. Having a connected TV is not at all the same thing as using a connected TV. This number is MUCH lower.

In related news, it turns out that spirits brands have one of the biggest opportunities with mobile. So says the IAB.

Also of note:
Digital Media Is Now Bigger Than National TV Advertising, Will Surpass Total TV by 2018 The World Cup is killing it.

Online Video Advertising Is Growing Many Times Faster Than TV, Search, And Most Other Digital Ad Markets.

Video Game Consoles Aren’t Just For Gamers, The Devices Are Dominating The Streaming TV Ecosystem.