AppNexus, the world’s leading independent ad tech company, today revealed use cases and performance results for beta clients of its video buy-side solution, which the company first introduced at its London summit in June. In addition, the company announced general availability of the product this week with a group of leading industry supply partners, providing an open and cost-efficient solution for video buyers.
“There is a fundamental problem in how video media is bought and sold today, with publishers getting shortchanged and advertisers paying way too much for the media,” said Eric Hoffert, Senior Vice President, Video Technology. “AppNexus is committed to bursting the video cost bubble. We are proud to announce that our video buying solution is helping clients achieve greater audience reach at a fraction of the cost, while still maximizing yield for publishers.”
Buyers who tested the AppNexus video product reported:
・Audience reach of 10x to 100x better than competitors
・Video engagement / click through rates increased by 300% or more
・Video costs for buying that are 30% to 60% lower than competitors
In addition to a video product that drives value, AppNexus’ platform enables buyers to leverage their own data and unique technology to reach their target audiences efficiently and at scale. Collective, the multiscreen programmatic media company, built a solution on the AppNexus open video platform that works with its own unique targeting technology. The integration of its TV Accelerator product with AppNexus Video will enable advertisers to measure multi-screen digital activity (both display and video) alongside TV campaigns.
“We’ve used AppNexus’ video buying solution on selected campaigns for leading advertisers, and have been impressed with the scale we achieved across Europe,” said Tim Hussain, Director of Product Strategy at Collective UK. “We’ve also seen engagement performance increases of up to four-times what we typically see.”
Xaxis, the programmatic media platform within the advertising agency holding group, WPP, also utilizes AppNexus in combination with its proprietary technology to increase its video buying effectiveness across Europe. Xaxis rolled out the AppNexus video buying product in ten countries in conjunction with Turbine, its data management platform, to enable real-time, granular targeting for its clients. Xaxis currently leverages AppNexus for media buying across other formats, and reports that the ability to use a single solution for display, mobile, and video saves valuable operational time.
AppNexus’ new video supply platform will empower publishers to customize their offerings and provide differentiated value to marketers and advertisers. Leading sources of supply now activated for clients to buy video inventory include LiveRail, SpotXchange, StickyADS.tv, Optimatic, SMARTSTREAM.TV, Fyber, AerServ, and more.
AppNexus is a technology company that provides trading solutions and powers marketplaces for Internet advertising. Its open, unified, and powerful programmatic platform empowers customers to more effectively buy and sell media, allowing them to innovate, differentiate, and transform their businesses. As the world’s leading independent ad tech company, AppNexus is led by the pioneers of the web’s original ad exchanges. Headquartered in New York City with 23 global offices, AppNexus employs more than 1000 of the brightest minds in advertising and technology who believe that advertising powers the Internet. For more information, follow us at @AppNexus or visit us at www.AppNexus.com.