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Is a truce possible in the ad-blocking war?
By Taylor Armerding
CSO | May 2, 2016 8:22 AM PT
The rhetoric between online advertisers and ad-blocking companies remains incendiary. But both sides say there may be a middle ground – less intrusive, less bandwidth-hogging ads that put user experience above all else
The online advertising world is a war zone – increasingly bandwidth-intensive, intrusive ads are countered by the exploding use of ad-blocking technology, which in turn is countered by increasingly aggressive anti-ad-blocking technology.
But amid what looks like an arms race, at least some in the industry are arguing that something close to a win-win is possible: A settlement that would lead to users being willing to tolerate – perhaps even look at – ads that are much less annoying, intrusive and data-consumptive than they are now.
Not that it sounds like any kind of truce is pending soon. As Fast Company put it this past January, which marked the 10th anniversary of AdBlock Plus, a browser plug-in that has been downloaded more than 500 million times, “after a decade hoping that ad blocking would just go away, online publishers are starting to freak out.”
How to respond to ransomware threats
How much they have to freak out about is a matter of dispute. A study last year by Pagefair, a company that works with publishers to produce less intrusive ads, and Adobe, estimated annual revenue lost to ad blockers at $21.8 billion.
Critics immediately challenged that figure, contending that the study contained a “fundamental methodology error” that led to a “gross inflation” of actual losses.
Scott Meyer, CEO of Ghostery, a company that makes what it calls a “consumer privacy tool” that blocks targeted ads, said he thinks lost revenue is more in the range of $1 billion to $2 billion. “That number ($21.8 billion) is wildly overstated,” he said
Beyond that, the Interactive Advertising Bureau (IAB) reported just this past week that, “U.S. digital advertising revenues reached an all-time high of $59.6 billion in 2015 … a 20% surge over the earlier record-breaking 2014 revenues of $49.5 billion – and … the sixth year in a row of double-digit growth for the industry.”
Still, some of the rhetoric surrounding the issue is more incendiary than that at a Donald Trump rally. The IAB, the trade organization for online ad companies, abruptly and without explanation canceled the registration of AdBlock Plus to its Annual Leadership Meeting in January.
In his keynote address at the meeting, IAB President Randall Rothenberg called AdBlock Plus "an unethical, immoral, mendacious coven of techie wannabes."
And he was just getting started. Instead of complaining about the money the ad industry was losing, he portrayed ad blockers as stealing freedom and choice from consumers.
“It has nothing to do with giving consumers control,” he said. “It has everything to do with lining the pockets of the for-profit, ad-blocking profiteers.
“They are the rich and self-righteous who want to tell everyone else what they can and cannot read and watch and hear. They are self-proclaimed libertarians whose liberty involves denying freedom to everyone else.”
He wasn’t the only one. Ben Barokas, CEO of Sourcepoint, a startup launched a year ago to help content sites track and defeat ad blocking, said at the conference that the attitude of ad blockers is, “we don’t give a (expletive). We’re going to continue our raping and pillaging of the content creators.”
There is even bad blood among those with different models for ad blocking. Meyer accuses AdBlock Plus of “extortion” because it unblocks or “whitelists” ads that meet what it calls its “Acceptable Ads” standard– in some cases for a price.
According to the AdBlock Plus website, it charges a “licensing fee” to the largest 10 percent of the companies whose ads qualify for its whitelisting service. That fee, it said, is “30 percent of the additional revenue created by whitelisting its acceptable ads.”
Meyer scoffed at that, arguing that, “they say 10 percent of the companies, but that’s 90 percent of the business.” He said the Ghostery business model doesn’t charge advertisers anything. It makes its money, he said, from a “data donation model” – users who agree to share their browsing data with Ghostery anonymously.
“We then package those data into a suite of solutions and sell them to companies that use them to make their sites cleaner, faster and safer,” he said.
Meyer also contended that AdBlock Plus is essentially a blunt instrument, blocking everything by default (except for whitelisted ads), while Ghostery doesn’t block anything, “until you configure it. It’s all in the hands of the consumer.”
Ben Williams, director of operations and communications at Eyeo GmbH, the company behind AdBlock Plus, called the accusations of “extortion” and the “profiteer” label, “slander, of course – talking points developed by a PR firm somewhere.”
He said the contention that AdBlock Plus doesn’t give consumers any control is dead wrong. He said they see ads that meet the “acceptable” criteria, but have the option to block them all if they wish.
“The thing is, most don’t – the opt-out rate is in the low single digits – which shows that we’re on the right path with the criteria we’ve developed with our users,” he said.
Yet another player in the ongoing conflict is the anti-ad-blocking industry, which includes companies like Sourcepoint. And a recent press release announced the merger of Adaptive Medias with AdSupply, which markets BlockIQ, “a technology that it claims detects and bypasses ad blockers, including industry leader AdBlock Plus.”
John B. Strong, chairman and CEO of Adaptive, and Justin Bunnell, CEO of AdSupply, in a joint statement to CSO, said consumers do have a choice – they can pay for ad-free content like that on HBO, or watch other sites, like CBS, for free because it is supported by ads.
It is essentially stealing from websites, they said, “to consume their products and then deny them payment. Would you not agree that streaming sites like Napster a decade ago were wrong to provide a way for consumers to cheat musicians out of their royalties? There is very little difference here.”
Rhetoric aside, the reality for the online ad industry is that many more than 500 million consumers (AdBlock Plus is not the only ad-blocker on the block) disagree with Rothenberg: They obviously view ad blocking as giving them freedom and choice, plus a measure of security, rather than robbing them of it.
Even some in the online publishing world agree, and say the ad industry is only getting what it deserves. Performance Pricings Holdings founder Ari Rosenberg wrote in Online Publishing Insider last fall that, “(When) consumer needs are paramount to those of the advertiser … consumers accept advertising” – what he called “an arranged marriage.”
The opposite is happening, he wrote. “The online display advertising industry is a catastrophic failure because the IAB has condoned and promoted publishing behavior that has led to this ad-blocking epidemic.
“Ad-blockers have given consumers a voice in the online ad world – and that voice is loud, it is clear and it is filled with venom.”
Consumers, he wrote, are fed up with targeted ads that make them feel like they are being stalked, with auto-play video ads, with large ads that slow the loading of pages and especially allowing the purchase of ads through exchanges, “so our computers get infected with malware.”
It doesn’t sound like there is much room for agreement. But, apparently there is.
Even Rothenberg, after he got through trashing “ad-blocking profiteers,” acknowledged that they had, “done this industry a favor. They have forced us to look inward at our own relentless self-involvement, and outward to the men, women and children who are our actual customers.”
And Scott Cunningham, general manager of IAB Tech Lab, began a blog post last October with a mea culpa.
“We messed up,” he wrote. “As technologists, tasked with delivering content and services to users, we lost track of the user experience.”
Cunningham was emphatic that, “digital advertising (is) the foundation of an economic engine that, still now, sustains the free and democratic World Wide Web.”
“But,” he wrote again, “we messed up … we over-engineered the capabilities of the plumbing laid down by, well, ourselves. This steamrolled the users, depleted their devices, and tried their patience.”
And, he added, it upset the “equilibrium of content, commerce, and technology,” and robbed consumers of, “a safe, usable experience.”
This is music to Meyer’s ears. “The online ad ecosystem is a mess, a Frankenstack, a disaster,” he said. “Thousands of companies are all trying to get access to get consumer data in one form or another, and consumers see it in pages getting slow and ads following them around the Internet. Data plans are being drained, batteries are being drained and bandwidth is getting eaten up.
“Not to mention that it is a scary new threat vector for malware.”
The IAB Lab’s proposed solution is what it calls the LEAN Ads program - Light, Encrypted, Ad-choice-supported, Non-invasive ads. The standards for such ads, Cunningham wrote, will be set by a nonprofit body with “many diverse voices,” including consumers, providing input.
All of which sounds at least something like the AdBlock Plus “Acceptable Ads” manifesto, the standards for which are going to be turned over to an “independent committee,” according to Williams, who added that ads that are allowed through, “are very safe because there are no ads served programmatically – malvertising is basically a byproduct of the uncertainty that programmatic ad buying creates.”
That does not mean the end of conflicts, however. Sourcepoint’s Barokas agreed that publishers and advertisers, “need to be constantly reviewing ad strategies to ensure they are not alienating audiences.”
But he maintained that too many ad blockers remain “blunt objects that punish publishers that offer even the most polite and relevant ad experiences.”
And he said he doesn’t think many publishers will “find comfort or solace in paying whitelisting fees associated with ad-blocking companies. “The only way for premium publishers to remain in operation,” he said, “is for consumers to agree to view ads in exchange for content.”
He likened the current situation to the disruption of the music industry in 1999. Napster, he said, “played a central role in raising awareness of changing digital consumption patterns,” which convinced the legacy industry players they would have to evolve to survive.
The result was services like iTunes and Pandora, which, “provided a user experience consumers were willing to pay for.” But the Napster model essentially disappeared.
Ultimately, Meyer said he thinks the ad industry has realized that even if their ads get through, it isn’t good if they are intrusive. “If the consumer doesn’t want to look at the ad, it’s not good for the company,” he said.
Indeed, a lengthy reply from an ad-blocker user to the YouTube video of Rothenberg’s recent keynote declared, “Brand exposure is not necessarily a good thing for the brand. If I see your product ad pop up on my face or flash some B.S. 5MB JavaScript on my eyeball while I'm reading an article on every website, your product may not be on my shopping list anymore.”
Dave Grimaldi, executive vice president of public policy at the IAB, conceded that the complaints about intrusive ads make, “a worthwhile point.” He said that the industry’s response, with LEAN ads, along with a DEAL (Detect, Explain, Ask and Lift or Limit) approach to consumers who are blocking ads offers a way, “to convey to visitors that ad blocking harms the free Internet.”
http://www.csoonline.com/article/3063741/application-security/is-a-truce-possible-in-the-ad-blocking-war.html
adtm
ed2000 ... Perhaps this will help us ...
better understand just who GMI is ...
2014
In August 2014, we acquired Governance Holdings Co. (GMI Ratings), a provider of corporate governance research and ratings to institutional investors, banks, insurers, auditors, regulators and corporations seeking to incorporate ESG factors into risk assessment and decision-making. This acquisition enhanced our existing platform of ESG research and tools, allowing us to deliver a more comprehensive suite of ESG products and services to our clients.
https://www.msci.com/our-story ... "OUR HISTORY"
Why MSCI
For more than 40 years, MSCI‘s research-based indexes and analytics have helped the world‘s leading investors build and manage better portfolios. Clients rely on our offerings for deeper insights into the drivers of performance and risk in their portfolios, broad asset class coverage and innovative research.
MSCI SERVES 97 OF THE TOP 100 LARGEST ASSET MANAGERS, BASED UPON P&I DATA AS OF DECEMBER 2014 AND MSCI CLIENT DATA AS OF JUNE 2015
https://www.msci.com/our-story ...
OUR CLIENT SERVICE PROFESSIONALS ARE LOCATED AROUND THE WORLD TO SERVE CLIENTS AROUND THE CLOCK.
https://www.msci.com/our-story ... "CLIENT SERVICE"
ADTM has to be on somebody's radar now !!!
By the way, is this GMI rating something you found on your broker's website under "Reports and Analysis", or something to that effect ???
ADTM
Ad spending on original digital video programming more than doubles in the US since 2014
2 MAY 2016 - 4:54PM | POSTED BY TONY CONNELLY
Ad spending on original digital video programming has more than doubled in the US since 2014, according to new research from the Interactive Advertising Bureau (IAB).
Advertisers and media buyers increased have their investment into original digital video programming by 114 per cent since 2014.
The findings are part of the IAB’s third annual ‘Digital Content NewFronts: Video Ad Spend Study’ which surveyed 360 marketing and media buying professionals.
The report also revealed that more than two-thirds (68 per cent) of the respondents believe that original digital video will become as important as original TV programming in the next three to five years. The gap between digital video and TV programming is expected to close as buyers purchase more digital video that can reach target audiences while also delivering more concrete return of investment metrics.
The majority of buyers surveyed revealed that they plan to spend more overall on digital video (63 per cent) and video (62 per cent) however original digital video content has grown in importance too and now accounts for 44 per cent of a typical digital video budget, up from 38 per cent two years ago.
Discussing the findings IAB ‘s senior vice president, Anna Bager, said: “Marketers and agencies are telling us they clearly see great value in original digital video programming.
“This study demonstrates that the NewFronts has the ability to move ad dollars. Considering this year’s presenter line-up of top-tier, innovative media companies, and content creators, we expect that the event will inspire spend during the marketplace’s two-week period and beyond.”
The NewFronts 2016 conference kicks off in New York today and will run until 13 May. The event is a huge influence on the ad industry with 80 per cent of 2015 attendees admitting that the event motivated them to increase spending on original digital video content.
http://www.thedrum.com/news/2016/05/02/ad-spending-original-digital-video-programming-more-doubles-us-2014
ADTM
IAB Releases LEAN Scoring Roadmap, Will Develop Algos By Q4
by Joe Mandese @mp_joemandese, 3 hours ago
The IAB’s tech lab this morning released a “product roadmap” for a scoring methodology for its LEAN initiative designed to create better consumer experiences that mitigate some of the reasons for them to block digital ads.
The LEAN (an acronym that stands for light, encrypted, AdChoice-supported, non-invasive ads), scoring framework is intended as more of a “guide” for creating better consumer experiences than an industry standard.
Here’s how the IAB lab outlined the 2016 roadmap for developing the scoring method:
Q2:
- Formalizing the process of onboarding data and criteria
- Starting the public discussion about initial guidance
- Completing initial user experience testing
Q3:
- Onboarding data and criteria from publishers, marketers, and agencies
- Iterative publishing of LEAN scoring criteria
- Next phase of user experience testing
Q4:
- Create LEAN scoring algorithms
- Publish initial findings and recommendations for rolling out LEAN scorecard
- Present 2017 LEAN scoring roadmap
http://www.mediapost.com/publications/article/274610/iab-releases-lean-scoring-roadmap-will-develop-al.html
ADTM
236T568 ... Well, wrong once more, ...
I'm saying that the smart ones are holding their shares ... it's just the scared ones that have no idea of what's going on that are selling ... and don't forget, the ones buying must think there's value at $.115, or why bother buying them. I'm saying that there's some one who wants to make sure he's got enough to count; thus, a nice position with 55,500 shares.
236T568 ... Well, wrong again, ...
I'm saying there have been plenty of scared shareholders that have sold a ton of shares at the bid, and I think there's still a good number of them out there.
Many shareholders just can't take the silence and lack of news, yet both Mr. Bunnell and Mr. Strong have been speaking through 3rd party press releases, and no one seems to listen.
ADTM
Whoa !! ... Someone's ...
on the bid for 55,500 shares at $.115 ... I say he's got a good chance of getting them ... we'll see.
ADTM
Find Out How Much Ad Blocking There Is On Your Website
We start by providing you a measurement of how many of your ads are being blocked. This free service will give you an idea of the scale of your losses. From there we work with you on a technical integration plan to bypass AdBlock and recapture this revenue. If you want to get started please contact us at: measure@blockiq.com
Once we have determined how blocked your website is, we can use the BlockIQ Technology to manage the balance between serving ads and the user experience.
The chart below is an example ad blocking report:
http://blockiq.com/measure/
Mr. Strong indicated that there was between $30 & $40 billion in revenues being lost attributal to ad blockers, and just one (1%) percent of that was equal to $300 - $400 million, and he's of the belief that AdSupply/Adaptive Medias could capture a percentage of that .... just 1% of 1% would equal $30 - $40 million, and that could be conservative.
[From March 28th Conference Call ... http://www.investorcalendar.com/event/174866# )
ADTM
BlockIQ Escalates War on Ad Blockers
By John P. Mello Jr.
Apr 28, 2016 2:47 PM PT
As consumers turn to ad blockers to avoid advertising on their mobile and computer screens, marketers and content providers who depend on pitches to pay the bills are searching frantically for ways to counter the pesky programs. BlockIQ offers them one.
BlockIQ, owned by AdSupply, which recently merged with Adaptive Medias, has launched BlockBypass. The software can detect users of the popular ad blocker AdBlock and perform a number of countermeasures, including circumventing the ad blocker.
Websites can configure BlockBypass as aggressively as they wish. They can just educate a visitor about the harm of ad blockers to websites that depend on advertising to stay alive. They can refuse to serve content to a visitor until an ad blocker is disabled for the website. They also can choose a nuclear option and bypass the ad blocker altogether.
"The incredible growth of ad blocking has reached the tipping point where sites will no longer be able to operate," BlockIQ CEO Justin Bunnell said.
In the last 12 months alone, use of ad blockers has risen 41 percent globally, bringing the number of worldwide users to 198 million and costing publishers US$22 billion, according to PageFair's 2015 global ad-blocking report.
"If ad blocking continues unchecked, it will eliminate the advertising revenue websites need to survive," Bunnell noted. "It is like expecting a movie theater to stay in business when 30 percent of their audience does not pay for a ticket."
Online Extortion
Marketers have criticized ad blockers not only for costing publishers revenue, but for squeezing money from advertisers, too.
"Ad blockers are extortion," said John B. Strong, CEO of Adaptive Medias.
"The big ad-blocking companies will whitelist an advertiser's ads if they pay a fee. If you don't pay them, they'll block your ads," he told TechNewsWorld.
"We don't think that's a fair situation at all, and our technology defeats it," Strong added.
Asked if it was ethical to bypass an ad blocker without notifying users, he answered: "The ethical question is, why should anyone assume they should be notified before they steal someone's content?"
Cat-and-Mouse Game
Eyeo, maker of the most widely used ad blocker, Adblock Plus, has been taking payments for years from companies, including Google and Microsoft, to allow some of their ads through its filters, according to the Financial Times.
Since 2011, Adblock Plus has something it calls the "Acceptable Ads" initiative. Advertisers and publishers who participate in the program can get their advertising whitelisted in the ad blocker if they agree to create ads that meet certain user-generated criteria. However, users have the option to block those ads, too, if they so desire.
Ben Williams, operations and communications manager for Eyeo, has never encountered an ad blocker that accepts payments for whitelisting ads regardless of their properties, he said.
"That's obviously unacceptable," he told TechNewsWorld. "Our Acceptable Ads initiative clearly states the opposite: upholding our criteria is absolutely mandatory and users can always opt out."
BlockIQ is joining a list of companies that have chosen to fight against users in a cat-and-mouse game, Williams added.
"It's an old game, and we're quite happy that we have always been on the side of users," he said. "Some of the options they offer publishers are tame -- the welcome message, for instance -- but others are blatant antiuser tech, like attempting to reinsert ads where users have chosen to block them."
Better Ads Needed
Products like BlockIQ have their place in a marketer's toolkit, but they shouldn't be the focus of a marketer's anti-ad-blocker efforts, maintained Gavin Mann, global broadcast industry lead for Accenture.
"Trying to slow them down and frustrate them is a good thing to do but shouldn't be the top focus," he told TechNewsWorld.
"That's what the music industry tried to do when it tried to block piracy. In the meantime, it missed the opportunity to more rapidly create its own services that were more appealing to the consumer," Mann said.
"You're never going to outcompete with this technology," he added. "There will always be a next wave of ad blockers. If you put one company out of business, there will be another to take its place."
Ad blocking could continue to rise because consumers are becoming more and more annoyed with ads, according to a global survey of 28,000 consumers performed by Harris Interactive for Accenture and released last week.
More than eight out of 10 consumers (84 percent) complained to surveyors that ad interruptions were too frequent, and 73 percent groused about ads not meeting their personal interests.
"Audiences are accustomed to a personalized experience in the content they're watching," Mann noted. "If the ads aren't relevant or delivered in a style that doesn't feel unique, then they become invasive to that personalized experience."
The long-term counter to ad blockers is not finding ways to circumvent them, but to produce better ads, he continued.
"There's an opportunity for marketers to provide a more personalized advertising experience that's less intrusive," Mann said. "If the intrusion is about a product I care about, then I'm more likely to accept the intrusion as appropriate."
http://www.technewsworld.com/story/83436.html?rss=1
ADTM
Outstream Review: Five Things To Know About In-Content Video Advertising
Wednesday, April 27, 2016, 10:08 AM ET
Posted by:Sean Buckley
SVP, Platform & Global Supply
Outstream video ad units - video ads that appear within content as readers scroll through - have taken the market by storm since their release in 2013. An increasing number of vendors provide this technology for publishers, to insert video ads into non-video carrying pages.
It’s no secret that video represents one of the highest yielding advertising opportunities for publishers, but also one of the most resource intensive to create. Publishers have invested significantly to develop the content required to provide video at scale. The Wall Street Journal, for example, employed a 40-person video team tasked with creating 40 videos per day, while CNN is pushing video views over page views as a measure of success.
NOTE: Dow Jones and the Wall Street Journal have been long-standing clients of Adaptive Medias, dating back to the OneScreen days.
Not all publishers can boast the resources of a WSJ or CNN, so the ability to insert video ads without supporting video content is an extremely valuable proposition to a large segment of the market. After nearly six months of offering our SpotX In-Content Ad Unit, we can share some insights around effective deployment.
1. Outstream units are considered less intrusive than pre-roll, but need to be placed effectively
Like all online ads, outstream units can detract from user experience. However, in many instances they are considered less intrusive than other video ad units. In fact, 60% of marketers polled in a recent eMarketer survey believed them to be less intrusive than other video ads. Publishers are using them with the greatest success when placed after the first few paragraphs of content across mobile web, in-app and desktop. One idea is to have the same placement and experience in an article across all delivery platforms. They show a real sweet spot within mobile content as they match strongly with dynamic, touchscreen interfaces. Also, publishers should pay attention to player size. We have seen larger player sizes generate upwards of 20% higher CPMs on average than smaller player size placements. This is often a key decision factor for buyers in programmatic environments.
2. Outstream delivers higher brand recall and message retention than instream
A Millward Brown study found that consumers watch outstream video ads for 25% longer than instream ads, and were much more likely to recall the brand advertised. While 'in-feed' videos have been popularized by social networks, premium publishers are at an advantage when it comes to viewability and completion rates. The scroll velocity on social networks or photo sharing apps is so fast that most content is quickly pushed out of the frame of view before a user can fully engage with it. In contrast, premium publishers have users that dwell much longer and more thoughtfully on content, and therefore, are exposed to these ads for longer and with higher brand retention.
3. Create highly viewable inventory where it didn’t previously exist
Outstream provides additional video inventory which can be sold as a standalone product, or to address supply shortages and support pre-roll campaigns. They can be used as extra fulfillment options for publishers to deliver campaigns, as well as in unison with pre-roll to create a media multiplier effect that further strengthens message delivery. With viewability being a big focal point for the industry, this inherently viewable ad format allows publishers to efficiently support those measurement standards.
4. Optimize formats for the highest return
It’s important to choose a platform that can deploy the highest paying ad creative available across all environments. This still means VPAID 1.0 Flash based creatives on desktop, but shouldn't stop there. The outstream unit should be smart enough to override Flash for HTML5 when Flash is blocked in a browser (mainly a problem on desktop) or when a higher paying HTML5 ad is available. Outstream units that have one implementation code that seamlessly provides the highest yield, and adapts to the specific constraints of each platform, such as desktop or mobile, will provide publishers the most robust solution. This is especially important as many advertisers begin to transition from Flash to JavaScript creatives, but there is still demand for both.
5. Not all outstream technology is created equal
With the explosion of outstream companies that have emerged within the industry, digging into the details and understanding the underlying technology has become increasingly important. Some outstream platforms are closed ecosystems, offering limited integration options with other technologies, and may not be able to incorporate a publisher’s other video advertising placements.
Some provide only a player solution, with limited or outdated connectivity when it comes to monetization. Sales presentations often claim a much wider swath of services, but under the hood, look out for inefficient plumbing laced with arbitrage. Sophisticated ad delivery capabilities, transparent reporting, UI actionability, and the supporting analytics are crucial in reducing ad load times, preserving user experience, and maximizing revenue in an increasingly programmatic world. A single platform effectively supporting both the outstream execution itself as well as robust monetization capabilities can also help save on monetary and resource-related costs.
As the format continues to gain traction, publishers will likely get more involved in selling their own outstream inventory, rather than relying solely on third parties for “fill.” This evolution will increase the importance of integrated features such as self-service tools and Deal ID enablement.
As publishers continue to refine their approach toward fewer, higher-yielding ad placements, we expect outstream video’s growth to not only continue, but accelerate. There’s no doubt asking the right questions and picking the right technology partner will have a major impact on your success.
http://www.videonuze.com/perspective/outstream-review-five-things-to-know-about-in-content-video-advertising
It seems to me that the MEDIA GRAPH was perfectly designed to address all of the above concerns.
ADTM
ed2000 ... I can almost ...
assure you that the next three (3) weeks will be filled with dead silence, but that doesn't mean that they're not working hard to put this merger together. I don't really expect any news until the Company's 10-Q for the first quarter is filed.
However, if you want to hear again just what the merger means to ADTM shareholders, then I would recommend listening to the following call which describes in pretty specific terms what we shareholders have to look forward to ... and once a again I say that the current share price isn't at all indicative of our future, and the future really isn't that far away.
I just finished listening to the call again, and it sure lifted my spirits "exponentially"
I really think it's worth another listen, and I'll bet you'd be as excited about the future as I am.
http://www.investorcalendar.com/event/174866#
Happy listening !!!
ADTM
Adaptive Media ?@adaptive_m
8 hours ago
Ghostery wants to bring ad-blocking technology to broadband providers, but they don't know about #BlockIQ yet
https://twitter.com/adaptive_m
Ghostery Wants To Bring Ad-Blocking Technology To Broadband Providers
by Wendy Davis @wendyndavis
Yesterday, 8:54 PM
Ghostery, which offers consumers the ability to block ads from third parties, wants to work with Internet service providers to enable ad blocking on the network, CEO Scott Meyer says.
"We have millions of people who use Ghostery to manage their preferences inside of their browser, making decisions on the site they are on, the type of technology and other options," CEO Scott Meyer writes Wednesday in a blog post. "We're in discussions with leading ISPs and Mobile Carriers to bring this solution to the network level."
Ghostery has long offered consumers software that allows them to block ads from ad networks and other third parties on a company-by-company basis. Currently, consumers who use Ghostery download its software as a browser extension. The program then prevents the browser from loading ads and other material served by third parties.
Now, Ghostery wants to take that model to broadband carriers. The idea is that consumers could opt out of online behavioral advertising on a company-by-company basis, and Ghostery would enable cable companies and telecoms to enforce those opt outs by blocking the third-party ad-tech companies from reaching those consumers.
Some Internet service providers abroad are already blocking ads at the network level. For instance, Jamaica-based network operator Digicel is working with the company Shine to automatically block ads.
In the U.S., carriers that unilaterally prevented companies from serving ads to its customers might violate net neutrality rules, which prohibit broadband carriers from blocking or degrading content.
But unlike the technology used by Digicel, Ghostery only blocks ads at the direction of consumers. For that reason, broadband providers probably wouldn't violate net neutrality rules by allowing Ghostery to block ads at users' direction, according to Matt Wood, policy director for advocacy group Free Press.
In addition to offering ad-blocking technology to consumers, Ghostery also serves as a technology vendor to the self-regulatory group Digital Advertising Alliance.
Meyer adds in his blog post that he disagrees with the Federal Communications Commission's proposal to require broadband providers to obtain consumers' opt-in consent before engaging in online behavioral advertising.
"If ad tech companies can continue to drop cookies on an opt-out basis, why can’t the ISP utilize their own proprietary assets, in which they have invested billions of dollars, to compete on a level playing field?" he writes. "This double standard demands further examination and conversation."
http://www.mediapost.com/publications/article/273954/ghostery-wants-to-bring-ad-blocking-technology-to.html
ADTM
ed2000 ... Without dilution ...
the merger couldn't go through. We can't lose sight of the synergistic advantages that will be afforded ADTM shareholders:
Adaptive can make more money with AdSupply than it ever could without them ... the merger will be accretive (will add to earning per share) for ADTM shareholders ... Adaptive wouldn't have the chance to earn nearly as much by itself.
The merger with AdSupply will create immediate earnings and bolster the Company's equity position, both requirements for a fast track to NASDAQ.
All is good for ADTM shareholders ... the current share price doesn't reflect the future, and the future is fast approaching !!
By the way, I bought my last shares at $.2088 and I'm perfectly happy with them, although I am a bit jealous of those buying at the current prices.
236T568 ... Well, do you ...
"these are the same Adsupply people that falsely claimed in a formal legal document that their revenues were $45 million and now it appears that they are at the $18.5 million level and UNAUDITED."
really think they would consummate a merger based on UNAUDITED statements ?? Only someone that doesn't know what they're doing would do a deal without AUDITED statements. By the way, I'm pretty sure that Mr. Strong indicated that AdSupply's fiscal statement has already been audited.
GEESH
Also,
"the same Strong that is CEO of a company, ADTM, that has booked fake revenues as witnessed by the write-off of a whopping $1.4 million in Accounts Receivable when the revenues are barely at the $4.7 million per year level."
Adaptive did NOT write off $1.4 million in accounts receivable, they merely upped their ALLOWANCE FOR DOUBTFUL ACCOUNTS ... big difference !! You've had trouble in the past with this same concept.
GEESH
Well,
"the consolidated financials of the combined ADTM/AdSupply entity will NOT be part of the March 31, 2016 10Q. ... because the merger has not been closed yet
no one said they'd be a part of the 10-Q ... have you ever heard of a pro-forma statement before ??? That will be a valuable piece of evidence reflecting the potential of the combined companies to show potential investors, plus when it is made public, I suspect the share price will make a nice big jump from where it is today !!
GEESH
ADTM
ed2000 ... Well, for those that ...
don't think the merger will close, they better think again.
Mergers don't happen overnight and without a lot of time and effort put forth.
They're already starting to consolidate offices, plus they're in discussions with former and current Fortune 500 executives that will help spearhead their BlockIQ division.
All that besides talking with investors about financing the merger. Mr. Strong even said that their primary focus of late has been dedicated to finalizing the merger, hopefully, by the end of June.
When you think about it, that's not a long time, plus we'll see the first quarter financial results in about three (3) weeks, and I expect we'll get our first glimpse of how the two companies look on a consolidated basis.
I have no problem waiting a little longer.
Here as some ...
excerpts from Adaptive's 4th quarter earnings conference call on 4-14-16 ...
Fortunately, I can report to you that as of today we’re much further into that process with no obstacles having surface none are either anticipated. Both companies arch are finished and most of the due diligence is completed and we’re now concentrating on completing the requisite financing and closing the merger in the current quarter.
We've already begun to take the initial steps of not only consolidating our offices, but more importantly holding late stage discussions with former and current Fortune 500 executives that will help spearhead our BlockIQ division. AdSupply’s 2015 financial audit has been completed and it posted in excess of $18 million in revenue for 2015. In fact, the fourth quarter 2015 results of both companies in the internal preliminary first quarter 2016 results of both support our outlook that we will generate approximately $2.5 million in earnings on $30 million in revenue in the combined companies first 12 months. With escalating growth rates year in its second year as its critical mass catapults the company into the mid or upper tier of our industry from which we’ll be able to successfully cater to Fortune 500 class of customers, as well as millions of SMEs and everyone in between.
So we’ve covered the mergers near and long-term fundamental and financial value added through thoroughly on March 28, and while I’d love to again walk through all of the merger synergies because I find them pretty exciting, suffice it to say that the increased value of the combined state-of-the-art product offerings, enhanced market position will have and critical mass reached is very compelling. Management of both companies were finalizing plans for what we expect to be a pretty seamless integration of both companies with Adaptive Media and our ticker symbol being the surviving entity. We then plan to uplift quickly to the NASDAQ, hopefully by years end.
If your basic question is am I willing to trade half of Adaptive Media’s equity for half roughly of the BlockIQ patents and technology and AdSupply’s existing business then yes, I’m definitely willing to do that. And I think that the dilution is something that, it’s going to happen in this scenario, but I believe that the improvement in the value of the two companies as one will quickly be apparent to the investing public, that’s what we believe.
http://seekingalpha.com/article/3965368-adaptive-medias-adtm-ceo-john-strong-q4-2015-results-earnings-call-transcript?page=2
ADTM
Doctruth ... Well, now, how about ...
answering these questions then ...
Well, just what makes you think that Batmasian could "loose" all his money ?? After reading the article I posted, do you honestly think the merger will fall through ?? Sure doesn't sound that way, and who would know better than him, you ??
or are you going to wait for 236 to answer them for you ???
ADTM
Doctruth ... Well, I must be mistaken, but ...
I thought you said we should believe everything that 236 says, because he, of course, has always been 100% right ... LOL
Doctruth ... Well, just what ...
makes you think that Batmasian could "loose" all his money ?? After reading the article I posted, do you honestly think the merger will fall through ?? Sure doesn't sound that way, and who would know better than him, you ??
Here's you're convicted felon of 15-20 years ago who served his three months and paid his debt to society ...
A resident of Boca Raton, Florida, since 1983, accomplished attorney and real estate investor James Batmasian has been honored numerous times for his contributions to society and, in particular, to his local community. Among the countless charitable, cultural, and educational organizations that have benefitted from his involvement are the Armenian EyeCare Project and the Armenian General Benevolent Union of America, which helps to preserve Armenian heritage and culture; Mr. Batmasian is a member of the President’s Club. A philanthropist noted for his generosity to countless nonprofit efforts, James Batmasian holds particular interest in giving back to America, a country he sees as the savior of many of his Armenian ancestors impacted by the Ottoman Empire’s 1915 Armenian genocide.
James Batmasian is an inspiring example of an individual who worked hard to gain financial security so he could share that success to build a better world and a better community. Among philanthropic endeavors that Jim Batmasian and his wife Marta support is a non-endowed fund at Nova Southeastern University’s School of Humanities and Social Sciences. The Marta and Jim Batmasian Genocide Prevention Fund specifically teaches about genocide, funds research on the causes of genocide, and provides scholarships to graduate students committed to that field of study. Established in 2013, the fund is open to other contributors to support its continuance.
What a scoundrel, wouldn't you say ??
https://www.linkedin.com/in/jamesbatmasian
ADTM
ed2000 ... Well, in my opinion ...
"I have never seen such a train wreck. Unreal..."
this ain't the end of the line, I believe it's just the beginning.
By the way, the Company's loss of $10.1 million isn't really quite as bad as some would like you to think. They never tell you that in the 4th quarter all companies are required, if applicable, to record "impairment of intangibles", a non-cash charge and in Adaptive's case a non-recurring charge of $5,458,229, and add to that a D&A charge of $487,900 and you have an effective loss of $4.2 million ... that's a lot different than $10.1 million.
Furthermore, if anyone believes the Company will be issuing 550,000,000 new shares clearly isn't thinking straight. Just ask yourself who in the world would be stupid enough to buy any of those shares at $.10 when such dilution would cause the share price to go well beyond sub-penny. It's a ridiculous and ludicrous scare tactic that doesn't stand a chance in hell of happening in this the real world.
Also, I have my doubts about Mr. Batmasian selling shares, because the first couple million were purchased for well over a $1.00. When people see the 1st quarter results for AdSupply and Adaptive on a consolidated basis, I think many people will be kicking themselves for selling at these ridiculous prices.
All my opinion of course, and I do reserve the right to be wrong.
ADTM
P.S. By the looks of today's volume so far, perhaps many people are already having second thoughts.
Adaptive Medias was featured in the Epoch Times today.
Enjoy! "How One Startup Is Blocking Ad Blockers" - http://www.theepochtimes.com/n3/2029615-how-one-startup-is-blocking-ad-blockers/
https://www.facebook.com/adaptivem
How One Startup Is Blocking Ad Blockers
By Emel Akan, Epoch Times | April 20, 2016
People like free stuff, like consuming online articles and videos without looking at the annoying pop-up ads. And now there are plenty of ad blocking tools that avoid online ads, banners, and videos. But they pose a great threat to publishers that depend on ad revenues for survival.
“The incredible growth of ad blocking has reached the tipping point where sites will no longer be able to operate,” Justin Bunnell, CEO of AdSupply Inc. states on the company’s website.
“If ad blocking continues unchecked, it will eliminate the advertising revenue websites need to survive. It is like expecting a movie theater to stay in business when 30 percent of their audience does not pay for a ticket.”
Watch: Yahoo is locking people out of their email if they use ad blockers
[SEE VIDEO]
Founded in 2012, AdSupply is an online advertising network that allows brands and agencies to buy advertising from over 1,000 websites. To counter the removal of ads in consumers’ browsers its product line now features the patented BlockIQ technology.
Launched in December 2015, BlockIQ is a software that bypasses ad blockers and enables publishers to recover lost revenue.
There a different apps and browser extensions that prevent advertising from displaying on websites, resulting in lost revenue for the website operator. They remove elements from the website HTML and block connections to ad servers.
The cost of blocking ads is over $21 billion in 2015.
Ad blockers globally are growing at a rate of 41 percent annually, according to the PageFair and Adobe 2015 Ad Blocking Report. Roughly 200 million people use ad blocking applications. And the cost of blocking ads is over $21 billion in 2015, which is 14 percent of the global ad spend. This cost will double in 2016, according to the estimates.
On an average site, 20 percent of ads are blocked. On gaming and technology sites the ad blocking can go up to 40 percent. Ad block applications have been the no.1 sellers in the IPhone App Store, according to AdSupply.
Ad block is a threat to the very existence of the world wide web
To fight ad blockers, a number of solutions have emerged in recent years. However, AdSupply thinks its BlockIQ solution is superior to others:
“We are bypassing the ad block. We are circumventing it to allow the site control their experience. That is the primary difference. We have not really seen any competitor doing the same thing in terms of bypassing,” Brunnel told Epoch Times.
According to him, most competitors are using the Acceptable Advertising, which is introduced by leading ad blocker, AdBlockPlus. The solution has a set of rules about online advertising. However, compliance is judged by the ad blocker. If the ads are compliant, the ads will be added to the “whitelist” and will not be blocked.
Companies including Google, Amazon, and Microsoft pay huge fees to AdBlockPlus get their ads whitelisted, according to media reports.
“You have the process where they dictate how a website can run. They are dictating to the publisher who put their time and effort to create this website and they are telling what they can and cannot do. And that is the way our competitors are approaching it,” said Bunnell.
“We reject acceptable ad policy because we feel the publisher has the right to have advertising and they have the right to make money from their work. So that is the big difference between us and most of our competitors.”
In addition to bypassing, there is another system called “pass wall system”. There are companies using textion, like Forbes. “If you use an ad block, they say you cannot go to our website. There are a couple of companies using that kind of system that asks users to turn off their ad blocking. So there are two approaches to overcome ad blocking,” said Bunnell.
BlockIQ works by detecting if users are running ad blockers and offers publishers and advertisers three options. One of the options is to display a welcome message that explains the value of the website and the damage to the community inflicted by ad blocking.
The second option is to protect the publisher’s content behind the BlockIQ Passwall system that refuses to serve content until its site is white-listed (visitors configure Ad Block to allow ads from that website). ?The last option: The BlockIQ BlockBypass system can just push ads past the ad blocking to the visitor.
AdSupply’s programmatic online marketplace is ranked by comScore as the 21st largest online advertising network. The company had revenues of $18.5 million in 2015. In order to gain competitive advantage through size and scale, AdSupply recently agreed to merge with Adaptive Medias, Inc. (OTCQB: ADTM), a video technology provider for publishers, content producers and brand advertisers.
The combined company will benefit from BlockIQ’s leadership and Adaptive Medias’ Media Graph technology. Media Graph provides the ability to monetize digital video content across all screens and devices through one centralized solution.
“With the Internet rapidly migrating to HTML5 video, especially on mobile devices, we must be well positioned in this space and Media Graph is the next generation, a state-of-the-art platform that would otherwise take us two or more years to build on our own,” said Bunnell regarding the merger deal.
Mobile video will represent 72 percent of global mobile data traffic by 2019, up from 55 percent in 2014, according to Cisco Systems.
“Everything is moving towards video and it is moving fast on all devices. When you go to websites like ESPN, everything is video,” said John Strong, Chairman and CEO of Adaptive Medias Inc.
“Video is effective, interesting, and gets attention. So advertisers definitely like it more than a simple display. This does not mean display advertising is going away, but video is moving so quickly that it is getting a larger online content pie.”
With respect to consolidation in the digital advertising industry, both companies expect to see more mergers in the near future.
“I think you are going to see a lot more consolidation right away. You just have to have a big footprint, more comprehensive operating products so you can be a one stop provider,” said Strong.
“You will see many companies start to either sell smaller pieces into a larger business or merge into other companies that are complementary.”
ADTM
236T568 ... Well, I guess ...
"Ouch! $0.20 and dropping!"
you didn't even notice that there were approximately 100,000 shares traded from $.25 through $.27, right ? I'd say a nice trading day considering all the negativity !!!
So, when are we going to see the VWAP for today ???
236T568 ... Well, thanks, but ...
"I take it that you failed to see this post that shows that scam company ADTM was cash flow NEGATIVE by about $2 million in the 2015 4th quarter:"
no thanks ... I'll wait for the 10-K/A before I make that determination.
ADTM
Doctruth ... Well, ...
"Is that what you call profitable?"
I never said it would be profitable, I said it was expected to be cash flow positive, and whether you like it or not, we'll just have to wait for the 10-K/A to make that determination ... rushing to judgment is all too common on this board ... patience is required !!
ADTM
Doctruth ... Well, I wouldn't ...
BREAKING DOWN 'Bridge Loan'
As the term implies, these loans "bridge the gap" between times when financing is needed. They are used by both corporations and individuals and can be customized for many different situations. For example, let's say that a company is doing a round of equity financing that is expecting to close in six months. A bridge loan could be used to secure working capital until the round of funding goes through. In the case of an individual, bridge loans are common in the real estate market. As there can often be a time lag between the sale of one property and the purchase of another, a bridge loan allows a homeowner more flexibility.
get too excited if I were you, even if it ain't Goldman Sachs ... the Company is going to need an underwriter for its secondary offering at the end of the year with proceeds to pay off the bridge loan. Thus, Adaptive will be selling shares at the going market rate as determined by the underwriter, and avoiding issuance of hundreds of millions of shares at the current price mark.
The Company issuing 325 million shares is ludicrous -- "so foolish, unreasonable, or out of place as to be amusing; ridiculous"
It's really not that hard to understand !!!
ADTM
Just some thoughts of mine ...
If all dilutive securities had been exercised at December 31, 2015 the total number of common shares outstanding would be as follows:
Common shares ............... 22,923,526
Convertible notes .............5,008,461
Options..........................393,875
Warrants ......................8,539,909
________________________________________
Total potential shares .......36,865,771
________________________________________
Loan transactions
On February 22, 2016, the Company entered into a convertible promissory note with an outside investor for a principal amount of $245,000 in exchange for $220,400 with a maturity date of November 19, 2016. The note is convertible at a conversion price of 60% of the lowest trading price of the Company’s common stock for the previous 20 trading days prior to the conversion date. The note bears interest at 12% per annum.
The holder of the February 22, 2016 discount convertible debenture also received warrants to purchase an aggregate of 1,276,042 shares of the Company’s common stock, par value $0.0001 per share, for an exercise price of $0.50 per share for a period of five (5) years.
On February 24, 2016, the Company entered into a convertible promissory note with an outside investor for a principal amount of $245,000 in exchange for $55,000 with a maturity date of November 19, 2016. The note is convertible at a conversion price of 60% of the lowest trading price of the Company’s common stock for the previous 20 trading days prior to the conversion date. The note bears interest at 12% per annum.
On March 4, 2016, the Company entered into a convertible promissory note with an outside investor for a principal amount of $245,000 in exchange for $253,000 with a maturity date of February 25, 2016. [I believe the maturity date should be February 25, 2017] The note is convertible at a conversion price of 60% of the lowest trading price of the Company’s common stock for the previous 20 trading days prior to the conversion date. The note bears no interest unless an event of default occurs under which it would bear an interest rate of 22% per annum.
On March 15, 2016, the Company entered into a convertible promissory note with an outside investor for a principal amount of $40,000 in exchange for $34,000 with a maturity date of March 15, 2017. The note is convertible at a conversion price of 60% of the lowest trading price of the Company’s common stock for the previous 20 trading days prior to the conversion date. The note bears interest at 10% per annum.
https://www.sec.gov/Archives/edgar/data/1428397/000149315216008931/form10-k.htm
Even if 5,000,000 shares were issued in connection with the above loans, the Total Potential Shares would only be 41,865,771.
Furthermore, in answer to a question about dilution, Mr. Strong indicated that there are other ways to finance the merger rather than through a strict dilution of stockholders shares. Also, a bridge loan was mentioned when he revealed that he was in talks with several investment bankers.
Consequently, this notion that there will be 325 million shares outstanding post merger is just plain silly and absurd !!!
Also, Mr. Strong mentioned that they hoped to close the merger by the end of summer, and an application to up list to the NASDAQ would be submitted before the end of the year.
And, yes, I agree that the 10-K is unworthy of our little Company, and I would hope that they file a 10-K/A as soon as possible. Something tells me that this 10-K was a working copy used by the Company's new auditor, Anton & Chia, LLP, and it seems no one else noticed that their old firm, Ramirez Jimenez International signed off twice ... Anton & Chia never signed off on this one.
On another note, Mr. Strong mentioned that the combined company would be taking BlockIQ globally.
ADTM
Adaptive Media ?@adaptive_m ...
52m
3 in 4 US marketers say adblock will have negative effect on programmatic ads; they obviously don't know BlockIQ yet
Ad Blocking Is Bad for Programmatic Advertising
Ad blocking is one of the top problems with programmatic advertising
April 13, 2016
Three in four US marketers say that ad blocking will have a negative effect on the programmatic advertising ecosystem, according to February 2016 research.
RBC Capital Markets and Advertising Age surveyed 1,960 US marketers and asked them what effect ad blocking has on the programmatic advertising space. The largest share of respondents, 58%, said it has a somewhat negative effect, and 20% of marketers said it has a significantly negative effect.
Still, some marketers believe ad blocking is actually good for programmatic. Indeed, 6% said that ad blocking has a somewhat positive effect, and 2% said the effect is significantly positive.
According to separate research from Cowen and Company, ad blocking is one of the top problems plaguing US senior ad buyers who are investing in programmatic advertising. While 57% of respondents listed multidevice measurement as a problem for programmatic, topping the list, ad fraud and ad blocking ranked second.
http://www.emarketer.com/Article/Ad-Blocking-Bad-Programmatic-Advertising/1013823
https://twitter.com/adaptive_m
ADTM
What does the future hold for ad blockers?
Shenan Reed
April 12, 2016
Ad blockers are here for the foreseeable future and are all the latest buzz. There's a lot of pushing and pulling happening as many communities try to exert their influence. But don't worry -- ad blocking isn't the next "year of mobile" in the sense that we'll be obsessing over it for the next 15 years. Instead, there will be a much quicker resolution to the controversy surrounding them.
Ocean Fine, director of agency and strategic accounts at Factual, speaks to Shenan Reed, president of digital, MEC about what influence different communities will have on ad blockers.
http://www.imediaconnection.com/article/229044/160413-shenan-reed-what-does-the-future-hold-for-ad-blockers
I can't believe she hasn't heard of BlockIQ yet !!!
Also, check out some of AdSupply's partners ...
http://www.adsupply.com/ [near the bottom of their website page]
ADTM
Adaptive Medias to Report Fourth Quarter 2015 Financial Results on April 14, 2016
IRVINE, Calif., April 12, 2016 (GLOBE NEWSWIRE) -- Content syndication and monetization company, Adaptive Medias, Inc. (OTCQB:ADTM), a leader in programmatic advertising across mobile, video and online display, today announced that it will release its financial results for the fourth quarter, ended December 31, 2015, on April 14, 2016.
An accompanying conference call will be hosted by John B. Strong, Chairman and Chief Executive Officer, and Sal Aziz, Executive Vice President of Platform, to discuss the results. Please refer to the information below for conference call dial-in information and webcast registration.
Live Call Information
Conference Date/Time: Thursday, April 14, 2016 at 1:00 PM ET
Conference Dial-in: 877-830-2637
Conference Dial In (International): 785-424-1235
Conference ID: ADAPTIVE
Webcast Registration Link: Adaptive Medias Fourth Quarter and Fiscal 2015 Conference Call
Replay Information
Replay Number (Toll Free): 877-481-4010
Replay Number (International): 919-882-2331
Replay ID#: 10020
Replay Available Until: May 14, 2016 at 11:59 PM
A replay via the Internet will also be available on the Company's website, www.adaptivem.com, under "Investors."
ABOUT ADAPTIVE MEDIAS, INC.
Adaptive Medias, Inc. (OTCQB:ADTM) is a leading provider of mobile video delivery and monetization solutions for publishers, content producers and advertisers. The company’s comprehensive mobile video technology platform, Media Graph, facilitates the delivery of integrated, engaging video content and impactful ad units across all screens and devices. Adaptive Medias is one of the first companies to offer clients a digital video player built specifically for the mobile world. For more information, please visit www.adaptivem.com. Follow the Company on Twitter @adaptive_m.
Investor Contact:
Todd Markey
Vice President, Investor Relations
tmarkey@irpartnersinc.com
Phone: 818-280-6800
ADTM
Shorter Mobile Video Ads Resonate More Among Millennials, While Longer Ads Break Through with Consumers Age 35-54
04.11.16
New Research from IAB, Millward Brown Digital & Tremor Video Identifies Key Trends and Best Practices for Digital Video Advertising in a Multiscreen World
NEW YORK, NY (April 11, 2016) — The Interactive Advertising Bureau (IAB) today released “Multiscreen Video Best Practices,” a research report created in partnership with Millward Brown Digital and Tremor Video, showing that 10-second mobile video ads have greater brand appeal and persuasion potential for Millennial audiences. In comparison, 30-second spots outrank their shorter brethren in those same categories among consumers age 35 – 54.
Overall, audiences agreed that 30-second mobile video advertising has another advantage – it is better for communicating new or complex information. When asked about how much new info was provided by an ad, 73 percent of those surveyed gave high marks to 30-second ads (vs. 68% for 10-second spots). Larger screens can also help a marketer convey a moderately complex message, with 73 percent of those polled saying ads they viewed on tablets were good at delivering new information (vs. 65% for smartphones).
In addition, the study found that tablet video is particularly engaging among the 35 – 54 year-old set, with respondents saying that video ads on these devices were more “interesting,” “unique,” and “involving” than those on other platforms.
The report uncovers two best practices in creating multiscreen video campaigns that succeed across age groups:
- Video ads need to be developed with smaller mobile screens in mind
- Developing ads that can be effectively shortened from long formats without losing their ability to communicate is vital for effective multiscreen advertising
“The conventional wisdom is that all video ads on mobile screens must be short in order to resonate with audiences,” said Joe Laszlo, Vice President, Industry Initiatives, IAB. “Our research shows that for some demographics and some adverting goals this doesn’t hold up. These findings are critical in creating the next generation of multiscreen video advertising.”
“Both smartphones and tablets are devices that invite a certain degree of intimacy with the user, so being mindful of best practices in mobile advertising is particularly crucial,” said Juan Lindstrom, Director, Media Practice, Millward Brown Digital. “This study offers important guidance for tailoring multiscreen video ads to best reach key audiences.”
“Mobile video’s combination of sight, sound, motion, and touch provides countless opportunities for marketers to engage consumers in new and unique ways,” said Ariane Gut, Vice President, Head of Insights and Analytics, Tremor Video. “This study’s results illustrate disparities between generations on how they interact with mobile video ads of different lengths across different screens, giving marketers deeper insight into how to best reach their target audiences.”
“Multiscreen Video Best Practices” was featured as part of the IAB Mobile Marketplace conference in New York City. To download the complete study, please go to iab.com/multiscreenvideo.
Methodology
Two ad lengths (10-second and 30-second) of three different video ads were tested across desktop, smartphone, and tablet screens to identify the challenges of repurposing ads across digital screens. The ads were across three industry verticals: Automotive, CPG, and Quick Casual Restaurants. A survey was fielded among 1,800 nationally representative 18 to 54 year old respondents (desktop=600, smartphone=600, tablet=600). All respondents were exposed to a test ad and asked a series of ad receptivity and brand effectiveness questions.
About Millward Brown Digital
Millward Brown Digital is the world’s leading digital expert in helping clients grow great brands. Millward Brown Digital delivers comprehensive digital solutions to help advertisers, agencies and publishers increase marketing effectiveness and drive brand growth. Integrated behavioral and attitudinal solutions help marketers identify, understand and engage consumers, plan and optimize media and increase total brand performance. Millward Brown Digital operates within Millward Brown North America and is part of Kantar, WPP’s data investment management division. www.millwardbrowndigital.com
About Tremor Video
Tremor Video (NYSE: TRMR) provides software for video advertising effectiveness. Our buyer and seller platforms enable seamless transactions in a premium video marketplace by offering control and transparency to clients. We employ patented all-screen technology to make every advertising moment more relevant for consumers, and deliver maximum results for buyers and sellers.
About IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, they account for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing. The organization is committed to professional development and elevating the knowledge, skills, expertise, and diversity of the workforce across the industry. Through the work of its public policy office in Washington, D.C., the IAB advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. Founded in 1996, the IAB is headquartered in New York City and has a West Coast office in San Francisco.
IAB Media Contact
Laura Goldberg
347.683.1859
laura.goldberg@iab.com
Millward Brown Digital Media Contact
Sara Beaty
212.844.3743
sara.beaty@millwardbrown.com
Tremor Video Media Contact
Mandy Robinson
646.278.7416
mrobinson@tremorvideo.com
http://www.iab.com/news/shorter-mobile-video-ads-resonate-among-millennials/
ADTM
Millennial Likely Voters Use Digital Video to Learn About Political Candidates
In addition to digital video, some users turn to TV news
April 6, 2016
While more than half of US likely voters who use digital video to learn about political candidates are millennials, some older generations are also turning to the channel to better understand political candidates and issues, according to January 2016 research.
Google and Ipsos Connect, formerly Ipsos MediaCT, surveyed 2,022 US adults, breaking out a sample of likely voters from the overall group. Nearly a quarter (24%) of the likely voters who used digital video to learn about political candidates were 18- to 24-year-olds. Additionally, more than a third (35%) were 25 to 34.
While using digital video to better understand political issues is more concentrated among young adults, their older counterparts also turn to the channel. For example, 15% of likely voters who learn about candidates via digital video were 35- to 44-year-olds.
Digital video is not the only channel many use to learn about political candidates. A separate October 2015 survey from Lab42 looked at ways in which US internet users research and learn about political candidates prior to elections.
The study found that TV news and TV debates were still the primary ways in which US internet users research and learn about political candidates prior to elections. In fact, more than two-thirds of respondents said they rely on TV news sources and television debates to learn more about political candidates.
http://www.emarketer.com/Article/Millennial-Likely-Voters-Use-Digital-Video-Learn-About-Political-Candidates/1013793
REMEMBER MR. STRONG SAID THAT ADSUPPLY WAS THE ADVERTISING COMPANY NO. 1 IN NEWS AND NO. 1 IN POLITICS !!!
ADTM
Rockfish22 ...
The NOL's will indeed be valuable when the Company starts reporting positive earnings; in fact, the nearly $50 million will shelter not only Adaptive's profits, but the profits contributed by AdSupply as well.
Well, it was Adaptive's gene pool that lifted the share price to $1.00 when the AdSupply offer was first announced, so I feel pretty confident that the share price will get some nice bumps up after the 4th and 1st quarter numbers are published ... I certainly don't think $1.00 is unreasonable.
However, I believe the financing will mean issuing shares at $.33. First of all, Adaptive will issue AdSupply 50 million shares at $.33 worth about $17 million, and that plus the $8 million cash would equal $25 million representing full consideration for consummating the merger. Now, with Adaptive Medias having about 44 million fully diluted shares outstanding, that would mean a total number of of 94 million shares outstanding resulting in a 53% - 47% split.
Now, considering the 94 million shares outstanding, I don't think more than a 1 for 5 split would be required reducing the total outstanding shares to about 19 million which I believe would be viewed favorably by the investing public. Also, if the share price was $1.00 pre split the price would then be $5.00 post split, an ideal number to facilitate up listing to the NASDAQ.
Of course, this is just my humble opinion, and I reserve the right to be wrong.
ADTM
Adaptive Media ?@adaptive_m ...
21 hours ago
Almost 50% of #video views are from #mobile, a perfect scenario for #MediaGraph and its mobile-first video player http://ow.ly/10jRsc
https://twitter.com/adaptive_m
Nearly Half of Video Views Are Mobile
by Daisy Whitney, , Op-Ed Contributor, March 24, 2016, 3:25 PM
Video viewing on mobile phones continues to enjoy robust growth. Underscoring the key role that such digital devices play in consumers’ lives is this new statistic: 46% of all video views came from mobile phones in the fourth quarter, an increase of 35% from the same period a year ago.
At the end of 2014, mobile phones accounted for 34% of video views. Those figures come from Ooyala’s just-released analysis of global video views. That 46% figure is an increase of nearly three times the mobile views since 2013.
Smartphones are driving the boon. But tablets are among the most popular mobile devices for content in the 10-30 minutes range, which means they’re often the device of choice for watching TV shows on mobile, the report found. Nonetheless, the smartphone dominates in the consumption of mobile video overall, with video views occurring on smartphones six times as often as on tablets in the fourth quarter.
The compound annual growth rate for mobile video plays since 2011 is more than 116%, which equates to a nearly 22 times rise in the share of mobile video plays in that same time period.
While new studies and data on the mobile video business are released regularly, perhaps the most important takeaway from this latest report is that brands need to be full participants in mobile video, since it is clearly where consumers are devoting so much of their attention.
The Ooyala study analyzed data from 2.2 million global users.
ADTM
Rockfish22 ... Well, I hope ...
you're not thinking that they'll close the deal now and issue shares at $.24. What's wrong with waiting until both the 10-K and 10-Q for the first quarter are published ?? After all, it's going to take some time to vet those two statements and continue with negotiations afterward. Also, If management is right about the 4th quarter being cash flow positive and the 1st quarter reflecting the Company's first profit, what do you think that would do for the share price ?? I don't know about anyone else, but I don't believe the Company will be issuing shares for anything less than $1.00.
Just my opinion, of course, and I could be wrong.
236T568 ... Okay, I guess you ...
got me on a technicality, so now that we're straight on that, what part of the rest of this post ...
http://investorshub.advfn.com/boards/read_msg.aspx?message_id=121755833
don't you understand, or is it that you're just afraid to address the rest of it ????
236T568 ... Well, I can tell you ...
"So, when you were told that the $35 million buyout offer was a FAKE buyout offer with a bogus buyout letter that included many false and misleading statements and that it will never close, and that it was just an attempt by scam company Adsupply to initiate a potential merger with ADTM with ADTM massively diluting its stockholders, which turned out to be 100% correct, what is it about this that you did not understand?"
that NONE of the underlined above is 100% correct !!
To say that the merger will never close is no more than a ludicrous guess, and the same is true about ADTM shareholders being MASSIVELY (325,000 shares) diluted by management ... those are two (2) things you can't possibly know, and I'm predicting you'll be 100% WRONG on both of those counts !!! ... Mark my words.
By the way, why is that you ignore two simple questions ...
http://investorshub.advfn.com/boards/read_msg.aspx?message_id=121748208
http://investorshub.advfn.com/boards/read_msg.aspx?message_id=121748479
afraid you'll be proven 100 WRONG ??
But why am I not surprised that you ignore these question ???
Because that's just what scammers do !!
ADTM
236T568 ... Say, ...
"Say, why don't you post some links regarding these claims of mine that you say are "outlandish"?"
do you realize how long that would take ?????
236T568 Well, are you ...
"ADTM Quarterly Revenues continue to fall :"
saying they'll be lower in the 4TH quarter compared to revenues in the 3rd quarter ... what exactly are you saying ?????
236T568 ... Well, just ...
"actually, the 2015 10K of scam company ADTM is going to show massive Losses for the 4th quarter and full year and continuing dilution"
how much to you think this MASSIVE loss in the 4th quarter will be ... you know it's easy to hide behind the word "MASSIVE", but it's a whole nother thing to put a figure to it ... I know you must have a number in mind, right ??????