Over the past two years advertising-as-auction has spread out beyond keywords to display advertising, video and mobile making for a far more complex advertising environment where ads are auctioned across these multiple platforms.
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But a lot of big brands are kind of addicted to television advertising and video.
Long-term, that may be true, especially as Google extends more beyond search advertising into video, mobile, and display ads.
Mr Bailey is expected to recommend that the retail, advertising and video industries be given 18 months to clean up their acts voluntarily, or face tougher government regulation.
As the two battle it out, each increasingly has assumed some characteristics of the other, with Amazon stretching into Google's realms of online advertising, video streaming, applications and devices such as smartphones and tablets.
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On advertising, the company has been pushing video ads and rewards based advertising, where users watch a video to get virtual goods for games.
By giving away its site's traffic in exchange for more video views, Google is likely betting on the future of "in-stream" advertising--video ad clips or pictorial ads overlaid on videos--rather than the display ads or text ads that typically appear on Google's sites.
Getting people to watch and share requires some fundamental shifts in how marketers think about video advertising.
Vine and inline video advertising (particularly attached to TV content) seem like natural ways to help get there.
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Those remaining include Quattro, text messaging specialist 4INFO, mobile video advertising company Transpera, and mobile advertising network Millenial Media.
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For this study, Forbes Insights, in association with Sharethrough, a native video advertising platform company, surveyed 136 marketing executives.
Adobe recently acquired Auditude, a video ad management and monetization company, to enter the growing online video advertising market.
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You'll have to put all of these pieces together before you can really get the maximum effectiveness out of video advertising.
Hopefully, a similar course of events plays out with mobile video advertising.
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Google has dominated online search for years now, and could be on track to flex its muscle both in video advertising and mobile.
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Primetime creates a single, end-to-end workflow that interconnects Adobe streaming technologies, content protection, analytics and optimization with the recently acquired Auditude video advertising platform.
Digital spending includes e-mail, video advertising, display ads and search marketing.
Yahoo said it was continuing to make progress on efforts to expand into the fast-growing mobile internet market, and to increase the amount of video advertising on the site.
Not only extremely limited by nature but also totally partisan and not in keeping with the likes of the multi million dollar investments we are seeing within digital video advertising.
When Vinod Khosla was considering an investment in YuMe, he told Kadambi that he was less familiar with the video advertising space so he asked News Corp (NWSA) CEO, Rupert Murdoch, to talk to Kadambi.
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YouTube spokesman Ricardo Reyes counters that YouTube doesn't place in-video advertising on any clips that could potentially violate copyright laws, and that the site faces a challenge of content filtering on a much larger scale than other video sites.
Through its Partner Program each year, the Google-owned video platform pays out millions of dollars in shared advertising revenue to its most popular video creators.
Aware of the limitations of advertising-supported online video, European media firms are currently testing micropayments for shows.
The most impactful shift towards content-based social advertising is happening with video.
True or not, there is now enough advertising revenue in online video that all the big players need to have a play in this space.
The relationship, remember, is between an advertising budget and a video's popularity online, not between online popularity and the ultimate performance of a movie at the box office.
That means that unless advertising is embedded in the video file itself, clips will be ad-free, another minus for media companies.
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