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Is real-time bidding (RTB) for video overhyped?

The market for real-time bidding (RTB) may be a nascent one, but many experts believe RTB will have a significant impact on the ways marketers buy media and the ecosystem of companies in the space is growing rapidly as evidenced by our new Real Time Bidding (RTB) Buyer’s Guide.

Although much of the RTB action has been in the display market thus far, the amount of RTB video inventory available is growing too and is expected to account for nearly a quarter (22%) of online video spend in 2013.

Forget engagement. Study shows online video ads boost purchase intent with no other paid media

HoodieBuddie logo“Want TV-style engagement with your ads on the Web? Go with online video!” That’s been the rallying cry of a majority of online video ad networks. But it’s been difficult to prove that those “engaging” ads were actually effective at lifting key brand metrics like purchase intent on their own.

A new case study from a trio of online video providers gets beyond the ethereal “engagement” metric to show that online video ads are highly effective brand-building tools – even without the help of campaigns on other platforms.