Please wait while we enable your Account

0%

Contacting Amazon Web Services
Deploying Cloud Servers, Storage, Transcoding & Database Servers
Deploying Global CDN
Deploying Firewall & Enabling Security Measures
Deploying the CMS & Admin Module
Deploying Website, Mobile & TV Apps framework
Creating your FTP account
Finishing up all the modules
Preparing for launch

What Verizon’s AOL Acquistion Might Mean For OTT Advertising

Roshan Dwivedi Published on : 18 May 2015

aolverizonsplit

Ad buyers say that the connected TV landscape, at least in its current state, can be a messy, disjointed place to run ad campaigns.

And once Verizon Communications’s $4.4 billion deal for AOL becomes official sometime later this year, that will likely still be true, say agency and advertising technology executives. At least for the time being.

Among the rationales for the Verizon acquisition, according to AOL Chief Executive Tim Armstrong, is to exploit the anticipated growth of the connected TV business.

“This deal creates a very significant network for mobile and OTT,” said Mr. Armstrong, referring to over-the-top television streaming. “We want to fuel the brand advertising space.”

When it comes to OTT and advertising, that nascent sector could used some fuelling. The sector represents a confusing mishmash of outlets offering small pieces of the puzzle to advertisers, ranging from pay-TV providers to media companies to TV manufacturers to OTT device companies like Roku–which all have some access to TV app ad inventory.  ”It’s confusing and scattered,” said Darcy Bowe, vp, media direct, Starcom MediaVest. “There is no one place with scale.”

“OTT advertising is small for us and we’ve been there the longest,” added Jayant Kadambi, chief executive at the Web video tech firm YuMe.

And at least initially, ad buyers and ad technology executives say they aren’t quite sure just how the Verizon-AOL hookup creates much scale in the near term.

Some see big potential in Verizon taking AOL’s ad technology–particularly the Web video-centric platform Adap.tv–and extending it to Verizon’s own connected TV apps, along with its Fios pay-TV service to help sell more targeted video ads. But as Ms. Bowe noted, Verizon Fios isn’t in several major markets, and overall boasts less than 6 million subscribers.

Of course this summer, Verizon is planning to launch a new video service aimed at cord cutters that could theoretically use Adap.tv’s ad infrastructure. But Mr. Kadambi said that ad technology built primarily for Web video may have to be adapted to work well with mobile or IPTV Platform delivery systems.

Read the entire story here.

Written by: Roshan Dwivedi

Add your comment

Leave a Reply

Your email address will not be published.

Try Muvi One free for 14 days

No Credit Card Required

.muvi.com
Your website will be at https://yourname.muvi.com, you can change this later.

Upcoming Webinar
April 25

8:00AM PST

Keep it Secure, Keep it Safe: Tips and Techniques to Protect Your Video Content

Streaming content security has quickly elevated to the number one priority across the industry. That’s because billions are being lost in live event revenue, such as sporting events, to pirates each year. But securing streaming content from theft isn’t an easy task. There are hundreds of possible vectors, everything from network intrusion to player/app doppelgangers to CDN leeching, through which pirates can obtain and redistribute content. In this webinar, SVTA CEO Jason Thibeault will take a look at some of the more prominent vectors, techniques and tips to mitigate potential problems, and discuss the recent SVTA Security Working Group publication, “OTT Streaming Security Checklist.” 

Why Attend the Webinar:

  • Understand the current state of streaming piracy.
  • Understand some of the more popular ways through which pirates get access to content.
  • Learn some tips and techniques to create a “layered” approach to mitigating piracy.
  • Learn about the new SVTA publication, “OTT Streaming Security Checklist”.

Streaming content security has quickly elevated to the number one priority across the industry. That’s because billions are being lost in live event revenue, such as sporting events,…...

Event Language: English
1 hour