News You Can Use: Premium Publishers Team Up & BBC Sees Vertical Growth
Each and every week Unruly scours the web, Twitter feeds and events for the biggest stories from around the ad industry – so you can catch up on anything you missed before the weekend.
This week Unruly partnered with The Guardian, The Telegraph and News UK to launch The Verified Marketplace – bringing together some of the most established news brands in the world in order to offer advertisers a compelling new way to buy premium, trustworthy video inventory at scale.
Elsewhere, the BBC reported positive findings after a year of producing vertical video content, and video header bidding has delivered surprising returns for LittleThings.
News UK, Guardian News & Media and The Telegraph joined forces with Unruly this week to launch The Verified Marketplace – a premium marketplace for outstream video ad inventory.
The Verified Marketplace will be the exclusive place to collectively buy desktop and mobile outstream video inventory on the Guardian, The Telegraph, The Times, The Sunday Times and The Sun – guaranteeing quality content and environments for advertisers with a potential audience of over 39.4M million unique users.
Advertisers can email Unruly at VM@unrulygroup.com to find out more.
After a year of producing vertical video content for its app, the BBC is seeing significant growth in audience and engagement off the back of the format.
The broadcaster has reported a 30% increase in visitors to its app, while the number of videos viewed per user has grown by 20%. These numbers are a powerful indicator that vertical video, a mobile-first format, is key to winning over viewers on the go.
Publishing powerhouse LittleThings, which receives 80-120M video views a month on its website, has revealed that a switch to header bidding has yielded some very positive results.
The publisher, which is using header bidding to sell about 30% of its video inventory, says the method has increased revenue from ads by roughly 20% over the last year. LittleThings has said that it places videos at the bottom of articles and avoids autoplay in order to circumvent potential slowdown caused by header bidding.
This week data analyst firm Eyeota released its H1 annual Index Report, which reflects the audience data expenditure of over 2,400 brands for more than 11,000 campaigns in 60+ countries.
The report revealed that demand for audience data on video campaigns saw a 1.4x growth in the first half of 2017, while top spending on audience data was recorded for the UK, Germany, France, Poland and Spain.