2. Video: Young Market starting to Mature
Some of the major tech providers:
Adap.tv – 2006
Brightroll – 2006
LiveRail – 2007
SpotXchange – 2007
In comparison:
Doubleclick – 1996 à 2007 bought by Google
3. Video is no longer a “buzz” word.
Major Tech providers “out” of the Market
What now?
Big players (Google, Facebook, AOL, RTL) taking positions
All
these
changes
have
marked
the
end
of
a
phase
but
the
start
of
a
new
one
where
new
players
have
to
take
the
stage.
4. New Opportunities?
1. Opportunities during consolidation
2. Current “Demand”-focus
3. New Media and New Media
5. 1. Opportunities during consolidation
Shifted interests in major tech providers?
Politics or strategy before Business?
What market model do they have in mind?
Market concerns?
Where is the Data going?
Walled Gardens?
Too much dependency on Google/FB…?
The
opportuni8es
are
there,
from
new
DSP/SSP
pla?orms
to
technologies/
services
that
reduce
dependency
on
the
majors.
6. 2. Current “Demand”-focus
Tech companies appearing around the advertiser/agency
Data
Quality / Viewability
Fraud detection
…
Problems in the Publisher side
Low fill rates (Lack of demand? Technology issue?)
Yield optimisation
Publisher “certification”
…
New
Tech
companies
around
Video
are
very
much
Demand-‐focused
while
there
are
also
important
issues
to
solve
in
the
Publisher
side
of
the
business.
7. 3. New Media
Video is still maturing, with many new things still to come.
Are current formats completely developed?
Pre-roll (Mid, Post)
In-banner Video
In-Article
Mobile & Tablets?
When will it take-off?
Will their UI uniqueness provide something to the video market?
TV!
Budgets shifting.
There
are
many
things
to
come
and,
specially,
a
big
money
injec8on
that
will
come
from
TV
shiFing
its
budgets
to
online
video.
8. Thank you for your attention!
José-Luis Núñez
Operations Director & Head of Video
T: +34 954 98 08 48
Email: joseluis@creafi-online-media.com
@jlnunezfv
es.linkedin.com/in/jlnunezfv/
