Specific Media dramatically boosts video ad performance in the months following acquisition of online video pioneer BBE
IRVINE, Calif. – Specific Media, a next-generation media platform company, announced that its advertisers have seen a dramatic increase in the effectiveness of their online video campaigns. Less than a year ago, Specific Media acquired online video company BBE and promised to deliver the “the best of both worlds” to brands by applying the targeting capabilities of its display business to the engaging video format. Findings from an internal benchmark report reveal that, as a result of applying targeting to video, video advertising click-through rates increased 21 percent and view-through rates jumped 46 percent in Q1 2011.
Specific Media attributes this dramatic boost in performance and engagement to the months spent integrating video into its proprietary ad server immediately following the acquisition. Historically, advertisers have been attracted to online video due to its inherent story-telling abilities; however, they’ve struggled in finding their audiences efficiently.
“Specific Media’s wealth of data and ability to apply that data to reach consumers with relevant advertising has made addressable advertising a reality, whether a consumer is engaging with a display ad, video or branded content,” said Matt Wasserlauf, executive vice president of video platforms and services at Specific Media. “Specific Media has delivered on its promise to bring the data and targeting sophistication of display to the video space.”
The company also attributes the surge in video advertising effectiveness to its push for publisher diversification. Specific Media nearly doubled the publisher base for each campaign, effectively reaching broader audiences based on interest, rather than inundating the same consumers with the same ads.
The company has grown into the one of the largest and most effective media platforms in the world, due to its ability to connect brands and their target audiences across mediums. An April 2011 independent report by PointRoll affirmed Specific Media’s leadership position in the online advertising sector. PointRoll measured the performance of display ads across large advertising companies and found that Specific Media averages 10 percent greater interaction and 15 percent greater engagement duration than competitors. The report measured across all major verticals, including automotive, consumer packaged goods, telecom and travel.
“When we entered the online video market last fall, we knew applying data and targeting to video would dramatically boost engagement and effectiveness for our clients,” said Tim Vanderhook, CEO of Specific Media. “Since the integration, we’ve not only increased the effectiveness of online video, but also increased our reach nearly 55 percent, delivering approximately 482 million video impressions in March alone. By combining the results-driving power of targeting with the brand-building video format, marketers can now connect with their desired audiences in ways that are more impactful than ever before.”
About Specific Media
Specific Media is a next generation media platform company that enables brands to seamlessly connect with consumers no matter where they are. Working across formats and screens, Specific Media makes addressable advertising a reality. Specific Media’s suite of products inspire brands to think differently about their marketing initiatives – combining formats such as video and display and incorporating creative original programming to drive deep engagement and loyalty. As consumers discover new ways to consume content in the digital era, Specific Media will make sure your brand reaches them in the ways they desire. Get – and stay – connected at Specific Media. Learn more at www.specificmedia.com.
