London, 24 October, 2013 - Videology, a leading video advertising platform provider for advertisers, agencies and publishers, announced today the European availability of an enhanced contextual video targeting solution for advertisers and agencies using Videology’s programmatic buying technology. Working with contextual video data partner TriVu Media, a benchmark provider of broadcast-style advertising data for online video, Videology will use the TriVu’s TVm Index data to bolster its Xtract™ product suite.
The Xtract offering provides a host of contextual targeting capabilities across PC and Mobile including page level content targeting, and is the natural fit for brand advertisers interested in mirroring their television strategies in the digital video space. Through deep integration with TriVu, Videology has developed Xtract Video, a platform that is able to providing targeting based on the content of the video itself. It allows brands to identify and place ads within specific video content beyond the URL level. Advertisers are able to optimize the campaign in real time and make adjustments to the content categories based on campaign performance.
“Our recent technology advancements have focused on enabling the holistic planning and buying of television and online video, and our partnership with TriVu Media is an important step forward in our mission to connect the dots for brand advertisers across screens,” said Anne de Kerckhove, Managing Director EMEA, Videology. “For Europe, this means we’re able to offer local language capabilities in any market and provide contextual targeting to a burgeoning broadcast industry that is increasingly looking to shift TV advertising budgets to online video with as much control and transparency as possible.”
TriVu Media’s TVm index provides source-independent, pre-bid visibility spanning a number of criteria important to video advertisers including type (player or rich media), player size, required viewer engagement (click-to-play or auto-play), ad clutter (number of calls/related ads within video), and, of course, actual video content. Advertisers can then optimize using any combination of these options, including pre-built optimisations for segments such as consumer packaged goods (CPG), automotive, shelter and entertainment.
Introduced to the US-market last month, Videology has been working with several clients to ensure brand safety and enhance the ability to achieve brand objectives using video through this new offering ahead of the European rollout.
“Our forecasts clearly indicate that real significant growth in the online video market will be driven by those partners that can successfully address the targeting needs, and contextual confidence, required to demonstrate to clients that online video is a real complement to linear TV,” said Marco Bertozzi, Executive Managing Director of VivaKi EMEA. “TriVu, working in tandmen with Videology’s Xtract solution, is a huge step forward in providing the assurances that our TV clients require. While we have already made great advances in contextual segmentation of our inventory through relationships with our publisher portfolio, TriVu allows us to go beyond the URL with these relationships, to determine editorial and page level attributes, and therefore suitability for clients. It is genuinely game changing and we’re looking forward to pioneering the implementation of this tool with AOD clients across our European markets.”
Videology (videologygroup.com) is an enterprise technology company for advertising and media companies. Its video platform allows brands, agencies and media companies to plan, serve, manage, and monitor video ad campaigns using features and specifications typical to TV, while taking advantage of the advanced targeting, optimization, and efficiencies of digital media. Videology’s technology transforms the TV and digital experience so that a different ad—the right ad—will be shown to the desired consumer.
Videology, Inc., is a privately-held, venture-backed company, whose investors include Catalyst Investors, Comcast Ventures, NEA, Pinnacle Ventures, and Valhalla Partners. Videology is headquartered in Baltimore, MD, with key offices in New York, Austin, Toronto, London, Paris, Madrid, Singapore, Sydney and sales teams across North America. For more information, contact Michele Skettino at Michele@videologygroup.com or 917-653-0073.
About TriVu Media
TriVu Media is the first and only scalable information hub for pre-bid video advertising inventory data. Founded in 2012 by media veterans, Paul Calento, Miles Dennison and Michael Sullivan, TriVu Media utilizes its innovative video-level advertising information to improve the value of brand campaigns, with broadcast-style outcomes. The company aims to double the size of the video advertising market within two years, by providing TV-style content transparency to connected TVs, computers and mobile devices. More information is available at: http://TriVu.tv and on Twitter at @TriVuMedia. For more information, contact Miles Dennison at Miles@TriVu.tv or 914-414-2719.