New York Startup – AdoTube Releases First-of-a Kind Demand Side Platform for In-Stream Video Advertising

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New tool for online video ecosystem is released by Adotube: NPC, AdoTube's managed network partner interface - a Demand Side Platform for in-stream video advertising, it is an elegant solution for traditional banner ad networks and media brokers who want to diversify into in-stream advertising format with little-to-no effort. AdoTube's NPC provides smooth and predictable process bundled with seamless creative, operations and reporting services, allowing you to simultaneously run and manage hundreds of campaigns. With NPC you don't have to own any video assets to run your rich media campaign in-stream!

NPC capability feels like you are given your own video ad-network plus creative agency bundled into one ready to use package, accessible through intuitive interface and billed on a simple flat CPM model

New tool for online video ecosystem is released by Adotube: NPC, AdoTube's managed network partner interface - a Demand Side Platform for in-stream video advertising, it is an elegant solution for traditional banner ad networks and media brokers who want to diversify into in-stream advertising format with little-to-no effort. AdoTube's NPC provides smooth and predictable process bundled with seamless creative, operations and reporting services, allowing you to simultaneously run and manage hundreds of campaigns. With NPC you don't have to own any video assets to run your rich media campaign in-stream!

In-Stream Video advertisement – demand and challenges

There has been tremendous growth of advertisement video inventory in the last couple of years. Whereas users were watching comparatively small amount of video five years ago, the latest figures available from Nielsen media show that users are presently consuming over 10 billion streams per month in US alone. The question now beckons, how does one balances monetization with a good user experience coupled with delivering impactful messages for brands.

The new, less intrusive formats, such as high impact overlay ads have been rapidly replacing repurposed television commercials or 30/15 second spots designed for pre-rolls, mid-rolls and post-rolls. We have seen that the spot within the video stream has become highly coveted by both publishers and advertisers -- a center of attention placement for the interactive rich media ad unit. Incorporating less intrusive overlay units into the video stream addresses both the publisher’s concern to reduce drop-off rate and the advertiser’s challenge of delivering a memorable message. When the overlay ad unit is delivered in an engaging and relevant format, the message not only provides a positive user experience but allows brands to connect with consumers in a non-obtrusive and meaningful way. To take full advantage of these new formats and ideas, such as allowing users to choose which ad they want to see, publishers and marketers alike must overcome challenges brought on by the execution complexities and difficult technology integration process of the overlay unit.

The main challenge faced by traditional networks in making use of the new format lies in creating or repurposing traditional ads into a tailored in-stream format unit: that would be compatible with a number of publishers and technologies that are used to deliver the ads on the sell side (FreeWheel.com, Adap.tv and LiveRail.com). Once the unit is created it has to be appropriately served and managed across many, often disparate sell side technologies. Moreover, specialized reporting might be necessary to track user interactions with the rich media ad, and often times the clients demand brand lift studies done in real time to judge the impact of the campaign. This can easily evolve into an expensive time consuming process with numerous iterations between the network personnel, the agency of record, the creative agency and a client, delaying campaign launch and taking time from the company’s main objectives. There is a clear need in the industry for the buy side support services tool that integrates all of the aspects of the rich media overlay ad creation, delivery and reporting. AdoTube - a 3-year-old New York area start-up and a leading expert in video overlay advertising, is offering just such a tool in its innovative Network Partner Console (NPC) platform, which allows the third parties to utilize the company’s successful ad network processes and creative workflow.

How NPC works

NPC tool, which has entered open Beta phase, has already attracted attention of some of the leading international display ad networks. It offers a powerful solution to the in-stream video ad puzzle by letting clients take advantage of the integrated ad network-like support structure. NPC gives clients freedom to be fully in charge of all aspects of the advertisement effort: they can create and manage the units, negotiate inventory, target and deliver a complex in-video stream campaign. It features intuitive, user-friendly interface where the complexities of the in-stream format and its specialized lingo are abstracted away from the client. All of the AdoTube units (see gallery: http://web-amz.adotube.com/examples.php) are available for immediate use to the client lacking expertise in the field. The clients have a choice of delivery on AdoTube in-stream inventory or they can use their own video publishers, while AdoTube will be providing creative services, integration, reporting and serving.

Traditional rich media companies, which still don’t have enough expertise to tackle online video, can now tap into the resources of successful ad network processes and creative workflow using NPC console, benefiting from a seasoned in-stream network expertise at scale.

Jump starting video strategy with NPC

NPC has already attracted attention of some of the leading international display ad networks. According to Steve Jones, “It is like having an ad-network plus creative agency bundled into one ready to use package, accessible through intuitive interface and billed on a simple flat CPM model”. The traditional display networks that are mapping out their transition into video will benefit from extending additional options to their client base. With the new tool from AdoTube, they can basically white label and use a seasoned in-stream network expertise at scale, from the pre-sale support (quality mockups for the client of the units to be sold) to the professionally executed brand studies - all under the lid.

Steve Jones further comments on the effectiveness of the medium: “We must consider streaming content on the web as another platform beyond text or image-based content. When users consume streaming content online that they have initiated, we know we are going to deliver advertising that users’ eyeballs cannot miss. Our approach is to deliver advertising within the stream with various formats that complement all types of marketing objectives. Usually advertisers consider leveraging video streams to deliver video-based advertising (i.e. pre-rolls). But, why not use streaming video as an extension of delivering display advertising that typically is subject to banner blindness around the edges of web pages? This is a far more effective way of delivering an advertiser’s message with far less waste – CTRs & Engagement rates are 5X to 10X stronger than that of typical banners (Flash or Rich Media).”

For media agencies/clients lacking expertise in online video, NPC will help strengthen existing relationships with their publishers by avoiding media buys with video advertising networks and thus not letting the deal slip into the hands of the 3rd party. The new tool from AdoTube will help avoid a costly and time-consuming process of building their own video solution from scratch, starting with unit creation and making sure it runs on the publishers’ inventory, all while the client is waiting for the campaign to take off! Using NPC, banner adnetworks can not only speedily create and tailor the unit to the client needs, but get a delivery mechanism into a number of ad serving technologies or video distribution platforms and deliver the campaign with all around professional client services and ad operations support of the sole expertise in online video provided by AdoTube.

What is the long term value?

The uniqueness of AdoTube’ solution hinges on its ability to provide quality at scale. The company charges very modest creative services/deployment fee, with a turnaround time of a few business days. At a glance the problem with video ads seem like nothing more than hurdles of servicing new ad format that will eventually be overcome and commoditized. But the high performance metrics of the in-stream video (5-10x click or engagement rates compared to traditional banner inventory) makes the uniform performance and quality of service a priority for clients. These standards are hard to maintain when the main focus is on a different media. By offering the services of its innovative NPC tool, AdoTube delivers the power of in-stream video ad execution to the advertisement networks and integrated media companies alike. In this sense, NPC can be viewed as a conveyor belt/assembly line that ensures quality standards across all stages of video campaign. Steve Jones is confident that “AdoTube can deliver staggering amount of quality units per week. Our business process is optimized to deliver and maintain literally thousands of units, if necessary. Typical unit requires attention of several designers and integrators not to mention client services and technologists if extra services are involved. We cracked the scalability puzzle of this process. With NPC in-stream ads are no longer exotic, we commoditized them, and we killed the complexity beast”.

AdoTube is a video technology company focused on providing the video ecosystem with the necessary tools to deliver impactful messages in a user friendly way. AdoTube’s promotes in-stream units that go beyond pre-roll and offers streamlined creative, operational, campaign management and reporting services catered to agencies, networks and publishers. By offering a premium ad network, white-labeled technology, and an in-stream ad exchange AdoTube promotes efficiencies for all participants in the video advertising space. For more information, please visit http://www.adotube.com.

The NPC product is in open Beta and can be accessed: http://npc.adotube.com/intro.php

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Josh Winograd
Adotube
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