Online Video Gold Rush As Vendors Race To Roll Out New Features

Online Video Gold Rush As Vendors Race To Roll Out New Features

As the online video business continues to grow, video vendors are racing to introduce new products, eager for a piece of the $3.1 billion ad spending pie. Companies from online media company Local Corporation, to ad serving platform Undertone, to ad network YuMe, to ad technology firm Adap.tv have all introduced new features in recent weeks and months. For more details on what this gold rush means, check out this week's edition of the New Media Minute.

The Online Video Advertising Gold Rush

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As the online video business continues to take off, vendors are racing to see who is going to come out ahead and everyone wants a piece of the action. Online video ad spending is expected to jump 40% this year to $3.1 Billion, according to eMarketer.

So we've seen companies such as the Local Online Network–local companies start offering more video tools. But add to that ongoing efforts from core video vendors, too, to up the ante in terms of new features.

Just last week YuMe added a new component to its online ad network to measure and adjust the placement of a video ad in real time throughout the life of a campaign–a tool YuMe says can boost engagement with the ad significantly.

Then there's Adobe, which just introduced services to help program and support video across multiple streams, with dynamic ad insertion built in to optimize ads and videos.

And to top it off, the video ad technology company AdapTV rolled out a media buying platform called The AdapTV Upfront Marketplace, designed to reduce time and improve efficiency of media buying across streams.

The upshot of all this: there is a gold rush going on in online video, and the technology providers are all scrambling to mine the most gold.


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Posted in Video Advertising, Videos About Video
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About the Author -
By day, Daisy Whitney is a producer, on-air correspondent, podcaster and raconteur in the new media business. She produces conferences for iMedia and provides strategy consulting to businesses on their online video presence and the online video marketplace. As a reporter, Daisy covers new media for NBC’s KNTV, ABCNews.com, Beet.TV, MediaPost and others. She also hosts the top-ranked iTunes audio podcast “This Week in Media,” which you should totally subscribe to. View All Posts By -

What do you think? ▼
  • http://www.facebook.com/profile.php?id=545291283 Larry Goldberg

    The best new feature is closed captions – not only for people who can't hear, but for those who don't want to disturb others by cranking the volume. Google says captioned videos on YouTube get significantly more hits – so get with it advertisers!

  • http://www.facebook.com/profile.php?id=100000948365772 Tom Aikins

    There is a gold rush and it's going to continue. This is only the beginning. Look for more and more changes in the weeks and months ahead.

  • http://www.facebook.com/profile.php?id=257062140314 MEDIAmobz

    Great post Daisy! According to Cisco, by 2013 more than 90% of Internet traffic will be video-based. If you need to produce high quality content over a broad (global) geographic footprint, MEDIAmobz delivers the highest value and greatest impact for our clients.

    Follow us: @MEDIAmobz.
    Website: www.mediamobz.com

  • StarsVu Corp

    StarsVu is the only propriety web application that provides end-to-end video production solution from script writing to video upload, editing, and rendering.
    Visit us on twitter: @starsvu.
    Website: www.starsvu.com

  • http://www.facebook.com/profile.php?id=666251296 RHonda Swan

    There truly is a "Gold Rush" happening through video marketing. I started doing video's 7 years ago to share information about my business and topics on my blog when You Tube became popular and now video is my primary source for delivering information.
    Time to get used to the camera, if you are not already.

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