Aug 22

Display advertising and paid placement in terms of premium video content have a fundamental difference in their end-user appeal, as well as the brand message they can transmit. To reflect this, advertisers, networks, and publishers have adapted rather distinct models for differentiating cost per mille/impressions (CPM) and cost per view (CPV) campaigns, where one is driving consumption in the short-term through a clear linkage to sales promotion, and the other is more focused on forming long-term brand attitudes.

The supply and demand is, at the moment, out of balance for both sorts of campaigns which has sparked the development of the Preview Networks Content Exchange. There is an infinite amount of CPM inventory available that has caused market prices and click-through rates to erode, and at the same time there are not enough premium, contextual placements for video content available that allow for the mediums’ strong brand messaging capabilities to be put to use.

Why does this imbalance exist? Our answer to this question is by no means exhaustive, but it has something to do with the predictability of a sites page-view inventory and the automation one can reach through nesting multiple ad-networks for every permanent placement on a publisher’s site. As long as a predictable revenue stream that requires minimal input for publishers exists, the effort of looking in other places for additional revenue opportunities is limited, even if the existing revenue stream is continuously shrinking.

What has to happen for this to change? As prices continue to drop for CPM placements and advertisers turn their back on low efficiency placements to deliver their brand messages in a more relevant context, a change in revenue generation strategies for publishers can be observed, allowing advertisers closer to the editorial of a site. A great example of this is Renault’s work on the launch of their latest compact model where the campaign focused on retargeting to a different consumer segment with the help of premium online video.

This is where the Preview Networks Content Exchange helps. We work with publishers and content owners to find prices for content that delivers revenue for publishers through non-standard placements, allowing for rich brand messaging for content owners, and exposing the end-user to a meaningful and unique experience. It all begins with content, and premium content deserves differentiation.

About Preview Networks

Preview Networks is a platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.

Aug 20

We’re proud to announce that Preview Networks has been named the winner of a Silver Stevie® Award in the Company of the Year category in The 9th Annual International Business Awards. The IBA is a premier business awards program that recognizes organizations worldwide – public and private, for-profit and non-profit, large and small. The 2012 IBAs received entries from more than 50 nations and territories, including more than 3,200 nominations from organizations of all sizes and in virtually every industry.

Judges were recruited worldwide and selected based on categorical expertise. Stevie Award winners were selected by more than 300 executives worldwide who participated in the judging process. Internet/New Media was a new category for the Company of the Year Award in 2012 and Preview Networks is thrilled to be one of the first companies recognized in the online industry by the IBAs. After receiving the Red Herring Award for innovation and entrepreneurship for top private technology companies in Europe in April 2012, this award confirms our position internationally.

Nicknamed the Stevies for the Greek word for “crowned,” the awards will be presented to winners at a gala awards banquet at the Ritz-Carlton Hotel in Seoul, South Korea on 15 October. Details about The International Business Awards and the lists of Stevie Award winners are available at www.StevieAwards.com/IBA.

About the Stevie Awards
Stevie Awards are conferred in four programs: The International Business Awards, The American Business Awards, the Stevie Awards for Women in Business, and the Stevie Awards for Sales & Customer Service. Honoring organizations of all types and sizes and the people behind them, the Stevies recognize outstanding performances in the workplace worldwide. Learn more about The Stevie Awards.

About Preview Networks

Preview Networks is a content marketing platform for brands and content aggregation and syndication platform for publishers. Currently operating in 7 offices in Europe, we work with over 300 content owners in 10 markets and distribute more than 350 million video streams and 2.25 billion images across 2,300 media destinations including websites, social networks, mobile apps, & internet TV.

Aug 08

The rate at which the online advertising and digital marketing landscape has evolved over the past 6 years since Google acquired YouTube is mind boggling, even for those of us involved in the video industry. A recent post by MediaNews sums it up nicely, but here is a one sentence summary on the trends that have evolved. We have gone from user generated content (UGC) to aggregation to professional content to technology, distribution, content differentiation, and real-time bidding (RTB). The one constant is change (thanks Heraclitus) and with change comes the opportunity for new business models.

The trends mentioned above are a good indication of where we have been and where we are at present but should not be looked at individually. Instead they should be seen holistically as a view of the overall eco-system that is still being developed and the services that are merging and evolving. What we have seen at Preview Networks for example, is that a combination of content differentiation, distribution and RTB initiatives can effectively determine audience reach, quality and relevance which can be different dependent on the brand, advertiser or campaign. The one constant is the quality of content which is ultimately the differentiator. A case example is the premium content we receive from major movie studios such as 20th Century Fox and their latest campaign push for the Abraham Lincoln: Vampire Hunter movie.

If you apply the earned, owned and paid media strategy discussed in past posts to this example, we enabled the distribution of the movie trailer, graphics and text to established publishers in our editorial network, earning them PR pick up and mentions, enabling the sharing of this content through our video player on websites and apps on mobile, tablet and TV platforms. This is where the earned media strategy comes in and extends the message, on top of whatever owned strategy the studio already implements. Applying a paid media strategy on top of the earned and owned amplifies the audience reach even more increasing views, clicks, or impressions depending on the content or campaign goals. So while the video evolution can sometimes be very confusing, the possibilities for brands and advertisers are essentially limitless depending on budget and strategy.

This is a very exciting time for us and our customers. As the online advertising industry continues to evolve, we have built on our deep relationships with major brands and distributors to provide additional services, as the research shows video works for entertainment marketers (Source: Videology Report). The continued extension of services available is an opportunity for any major brand or advertiser with online video to market. Even though the 2012 forecasted spend is unlikely to reach actual spend by the end of the year, all signs still indicate online video is a powerful marketing tool that is increasingly being implemented on multiple platforms. The important thing to remember here is the fluidity of the brand message on all platforms. For more information on this topic, check out some of our past posts describing these behavioural trends on smartphone, tablet, and TV by consumers.

About Preview Networks

Preview Networks is a platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.

Jul 17

The winners for the BRAVES award show last week have been announced! The BRAVES promotes itself as the Brand Video Awards and the only awards ceremony to recognise and reward the roles brands play in the online video ecosystem. This breaks down into campaign, content, and technical categories in terms of how the awards are nominated and distributed. No matter which category a brand is nominated, it takes multiple partners to create award winning content and campaigns. As such, all key players and partners are recognised in the process. The shortlist for the categories can be found here and the winners are listed below:

CAMPAIGN BRAVES
1. Best Adaptation of TV Ad for the Web :
Jumeirah Group – Burj Al Arab

2. Best Video Sponsorship Campaign :
Microsoft – Hyundai
3. Best Social Video Campaign :
Sony Entertainment Network
4. BRAVES Campaign Grand Prix :
Jumeirah Group – Burj Al Arab

CONTENT BRAVES
1. Best Long Form Brand Content :
OgilvyEntertainmentDuPont
2. Best Short Form Brand Content :
Starcom MediaVest GroupMicrosoft/Bing
3. Best Brand Channel :
LBi – Sony /Xperia Studio
4. Best Branded Content (Factual) :
OgilvyEntertainmentDuPont
5. Best Branded Content (Entertainment) :
Euro RSCG London – Chivas Regal
6. Best Art Direction / Photography :
Young & Rubicam NY – Xerox
7. BRAVES Content Grand Prix :
Young & Rubicam NY – Xerox

TECHNICAL BRAVES
1. Best Video Service – SocialVibe
2. Best Video Analytics Solution – Ooyala
3. Best Content Distribution Service – Unruly
4. BRAVES Award for Technical Innovation – Aurasma

The judges included many top brands, agencies, and media partners in the video space such as: Unilever, Heineken, Warner Bros, Twentieth Century Fox, BBDO, Facebook, IAB Europe, MediaCom, Ipsos MediaCT, to name a few. As a proud technical sponsor of the BRAVES, we were honoured to participate and help celebrate the brand’s role in online video marketing. Well done to all the nominated brands and congratulations to all of the winners listed above!! Keep up to date on all the latest video award news by following @braveawards on Twitter.

About Preview Networks

Preview Networks is a platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.

Apr 27

Preview Networks has received the prestigious 2012 Red Herring Europe Top 100 award, recognising and celebrating top private companies in Europe. Red Herring’s Top 100 Europe list has become a mark of distinction for identifying promising new companies and entrepreneurs. Red Herring editors were among the first to recognize that companies such as Facebook, Twitter, Google, Yahoo, Skype, Salesforce.com, YouTube, and eBay would change the way we live and work.

The Red Herring 100 Europe award celebrates innovation, entrepreneurship and the exceptional accomplishment of European technology companies as future global players. Red Herring hosts award ceremonies across the world recognising top companies in the Americas, Asia, Europe, and on a Global stage. The European presentation ceremony was held in Amsterdam on April 23-25, 2012. Initially including a screening process with over 500 companies in Europe, only 200 were nominated and invited to attend the event. The founders, investors and CEO’s of the finalist companies were selected to pitch their story in front of Red Herring’s editors and panelists including C-level technology entrepreneurs, corporate strategists, and venture financiers from across Europe.

In a Red Herring press release,  Alex Vieux, publisher and CEO of Red Herring said “Choosing the companies with the strongest potential was by no means a small feat. After rigorous contemplation and discussion, we narrowed our list down from hundreds of candidates from across Europe to the Top 100 Winners. We believe Preview Networks ApS embodies the vision, drive and innovation that define a successful entrepreneurial venture. Preview Networks ApS should be proud of its accomplishment, as the competition was the strongest it has ever been.”

Preview Networks is honoured to receive this award as a top 100 private company in Europe. We will continue our commitment to deliver the best content marketing platform possible in order for our customers to leverage high quality content and control, increasing audience and revenue opportunities.

For more information on the Red Herring 100 Europe award, click here. For more information on how Preview Networks brings content, syndication and commerce to our customers, check out our video.

About Preview Networks

Preview Networks is a platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.

Apr 18

The BRAVES  is the first award show recognizing and rewarding the role brands play in online video advertising and content development. Brands are not alone in the creative development process as agencies and technical platforms help make the magic happen, but the BRAVES recognize that none of it would be possible without quality branded content. Whether the content is entertaining for the audience, artfully shot, or brilliantly executed comes down to how many creative minds were involved in the process and that is where partnerships become particularly important.

Relevant partnerships play an important role in the video ecosystem which is becoming larger and more complex by the minute. However, stripped down the the basics you could perhaps break it into three categories. Or, that’s at least the way the BRAVES sees it when it comes to nominating brands. The Campaign BRAVES recognize creative excellence of brands and agencies in the use of video in advertising campaigns. The Content BRAVES specifically recognize the role brands have played in branded video content from the beginning. And finally, the Technical BRAVES recognize the rapid growth and reach of video which has been enabled by hosting, monetization, analytics and distribution services, like Preview Networks.

Which is why we are proud to announce our Technical sponsorship in this year’s BRAVES awards and encourage all brands, agencies, and technical hero’s to nominate their video campaign, content, or service that has enabled or pushed the video industry to the next level. This is a space that is only going to get more interesting and it couldn’t happen without all the relevant players. Managed by the same company that hosts The Festival of Media each year C Squared, makes this event another soon to be sought after awards show to be involved in for the video industry. So enter your campaign, content or technical video service today!  Some important dates to keep in mind are below, and be sure to watch the promotional video for more information.  We hope to see you there!

  • Final deadline for entries: 25 May 2010
  • Shortlist announcement: 21 June 2012
  • Awards ceremony: 11 July 2012

About Preview Networks

Preview Networks is a content marketing platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.

Mar 29

The Festival of Media held its first event in 2007 and quickly became one of the best events to attend if you are a brand, agency, or media company, and have an advertising, marketing, or content creation focus. Events are held three times a year in locations conveniently available depending on your continent, managed by the international events company C Squared. The global event has been in past locations such as Venice, Italy and Montreux, Switzerland with the Latin America and Asia events held in locations such as Miami and Singapore.  The event has doubled in size since 2007 with the 2011 event including more than 700 registered delegates bringing together people from over 40 countries. Major brands are always in attendance and past presentations include insights spanning various industries from companies like: AT&T, Anheuser-Busch, Coca Cola, Kraft, L’Oreal, Nestlé, Nike, Phillips, and Unilever, and from global agencies such as: Omnicom, Publicis, and WPP. Media companies in regular attendance include: AOL, Facebook, Fox, Google, News Corp, and Twitter including marketing measurement companies like comScore, who will also be in attendance at this year’s global event.

The common theme bringing all of these brands, agencies, and medias together is not only how to evolve with the changing media landscape and latest digital marketing strategies, but to also celebrate great advertising and well executed campaigns. As such, the event also includes an awards ceremony and gala event where campaigns are celebrated by peers and recognized for creative and innovative work, constantly pushing the industry forward. As a proud sponsor of the Braves Awards which is celebrating the best in brand video and also managed by C Squared,  we are privileged to be in attendance at this year’s #FOMG12 event which is returning to the location of Montreux, Switzerland and held on April 15-17th. To find out more information about the event and buy your ticket, check out The Festival of Media 2012 event site.  Even if you are unable to attend the global event, past presentations are available on their YouTube Channel allowing you to get inspired and stay up to date on the latest in global marketing communication.

About Preview Networks

Preview Networks is a platform for brands and content aggregation and syndication platform for publishers. We provide the tools for brands to centrally distribute and manage marketing and PR content across media destinations, devices, and commerce platforms; allowing media partners to automate content acquisition delivering audience and advertising revenue growth.

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