Global Silicon Valley company buys local Volt Media

Global Silicon Valley company buys local Volt Media
SHARE
THIS


What best describes you?

EXCLUSIVE: Global audience development and content monetisation firm, Alphabird, has acquired local video advertising network Volt Media as it moves to more effectively monetise video content.

Willie Pang, managing director of Alphabird Asia-Pacific, told B&T that the acquisition has “rounded out” the services Alphabird offers its clients with the Silicon Valley headquartered company now able to sell the ad space in its client’s videos.

“In the past we couldn’t provide those kinds of solutions but now we can help them do everything,” Pang said.

“We can distribute video, we can build them environments for that video to live in and now Volt allows us to sell that video out to agencies and advertisers.

“Alphabird is moving aggressively to offer premium publishers, leading agencies and global brands a full range of content, audience, monetisation and data optimisation solutions.”

Volt Media was established in 2011 and has since secured preferred video partner status with OMD, Cadreon and Ikon. The company said it was the first video ad network in Australia to be integrated as a private exchange within an agency trading desk.

Volt’s publishing clients include Dailymotion and Blip.

The acquisition is effective immediately with all of Volt’s staff to move into Alphabird’s Sydney office in Pyrmont.

Pang, the former chief executive of Ventures in Digital Media (ViDM) which was acquired by Alphabird last year, will oversee the integration of the two businesses.

The merge of the two companies has swelled Alphabird’s ranks to 30 with the company now on the lookout for larger offices.

Pang said further acquisitions are on the cards as Alphabird – which counts News, REA, Telstra and Ten as clients – looks build its proposition as a premium video ad sales network.

The 2013 goal for Alphabird, which also has offices in Los Angeles and New York, is to break into Asia.

“Our goal this year is to use Australia as a beach head because Australia is actually quite mature from an Asia Pacific market stand point,” Pang said.

“Our job is to try and take our learnings and establish ourselves in Australia and then in the near future we will be looking at Hong Kong and Singapore as the next expansion markets.”

The appetite for video content is currently insatiable, according to Pang.

“There is much more demand for it then there is supply. Folks can’t build and distribute video content fast enough,” he explained.

Except for the television network's re-purposed TV content “there is nothing else” currently for brands, according to Pang.

Australian marketers are currently being trumped by their American counterparts when it comes to the creating bespoke content that is engaging in a digital environment, asserted Pang.

“They are very focused on viral and video whereas marketers here are just starting to get their heads around it all,” he said.

“But in the US that’s the first priority. The concept of earned media is very real and tangible in the US.

“Here folks will kind of talk about it a little bit, ‘oh how many Facebook likes did you get’ or whatever, but the content isn’t built for that purpose specifically.”

When it comes to pre-roll ads Pang's preferred strategy is click-to-play.

“I really hate self refreshing auto play stuff – it really gives me the shits.”

“What brands are starting to realise, is that if you stick a 30-second pre-roll ad onto the start that adds no value to the content people will just never watch it, they never click on it so it is just  a waste of money.” 

Please login with linkedin to comment

Latest News

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

It's the most wonderful time of the year for the worst kind of marketing. Is your brand guilty of producing crappy Christmas conte

Opinion

by Peter Harris

Peter Harris
Study: Aussie Retailers Set To “Struggle” Over “Stagnate” Christmas
  • Marketing

Study: Aussie Retailers Set To “Struggle” Over “Stagnate” Christmas

According to IBISWorld, Christmas retail spending in Australia is expected to stagnate this December, falling by 0.2 per cent compared to the same time last year. While not all categories are impacted, IBISWorld is attributing the overall decline to lower discretionary incomes, negative consumer sentiment, and price discounting across the retail sector. “Overall, IBISWorld has observed early […]

Industry Diversity: It’s More Than Skin Deep
  • Opinion

Industry Diversity: It’s More Than Skin Deep

In his final column for the year, B&T’s favourite industry maverick and troublemaker, Robert Strohfeldt, turns his opinion pen to adland’s topic du jour – diversity. And, he says, it’s as much about the thinking as it is who you employ at your agency… There is an old (and wise) statement most people would have heard […]

Opinion

by B&T Magazine

B&T Magazine
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]

Bound Round Launches Family Travel Publication for Aussies
  • Media

Bound Round Launches Family Travel Publication for Aussies

Family travel platform Bound Round has announced the launch of its first e-magazine to Australian consumers. Travel Bound is a family-focused, digital quarterly publication available on all Virgin Australia flights through the carrier’s in-flight entertainment system, and is also available for consumer download via the Bound Round website. Bound Round founder and CEO Janeece Keller […]

SBS Unveils New Look, New App For SBS News
  • Media

SBS Unveils New Look, New App For SBS News

Do you like say "I only watch SBS" in an attempt to sound smarter than you are? Well, why not pretend to read this too?

by B&T Magazine

B&T Magazine
Ex-Samsung CMO Joins Amazon Australia As Marketing Director
  • Marketing

Ex-Samsung CMO Joins Amazon Australia As Marketing Director

Amazon Australia has appointed former Samsung Electronics chief marketing officer (CMO) Arno Lenior to lead its marketing division. Lenior worked as Samsung’s CMO for more than three years before departing in 2015. According to his LinkedIn profile, he has also held CEO roles at VR company Virtical and brand consultancy Blue Ocean Brands, and joined […]

by B&T Magazine

B&T Magazine
News Corp Names Its Car Of The Year
  • Marketing

News Corp Names Its Car Of The Year

News announces its annual Car Of The Year and it's not what you'd expect. Well, we certainly didn't expect it anyway.

Aussie Tennis Open & Country Road Announce New Partnership
  • Marketing

Aussie Tennis Open & Country Road Announce New Partnership

The Australian Open has partnered with iconic Australian clothing and lifestyle brand Country Road to supply the uniforms for next year’s tournament. Confirmed today as the official fashion lifestyle Partner of Australian Open 2018, one of Australia’s most loved brands will be worn by thousands of tournament staff at Melbourne Park in January. On-court officials including the chair and […]

Andrew O’Keefe Quits His Weekend Sunrise Duties
  • Media

Andrew O’Keefe Quits His Weekend Sunrise Duties

After 12 years with Weekend Sunrise, Andrew O’Keefe has decided to step away from his hosting and reporting duties. O’Keefe will continue his full-time role as host of Seven’s quiz show The Chase Australia, as well as focus on other projects with the Network. “The ideal job is doing work you love with people you love,” O’Keefe […]

Study: Brand Loyalty Hinges On Customer Support Experiences
  • Marketing

Study: Brand Loyalty Hinges On Customer Support Experiences

Fast and effective support will be a competitive differentiator for companies looking to win over digitally transformed customers and employees, new research has revealed. According to a study by IDC and LogMeIn titled Support Services as a Competitive Differentiator, nearly 67 per cent of consumers said that customer satisfaction was more important than price when […]

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform
  • Advertising
  • Media

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform

The Outdoor Media Association (OMA) has announced the appointment of Red Ant Design to build the out-oh-home (OOH) industry’s first automated proposal platform (APP). After an extensive global search and industry consultation, the decision to build the system in-house with a local Australian company was made. The APP will be built in an agile process, […]

Nick Ballard, Managing Director
Australia & New Zealand, BlisMedia
  • Marketing
  • Technology

Blis Unveils New Consumer Behaviour Analytics Tool For Maketers

Location data technology company Blis has launched an analytics tool that allows marketers to analyse consumer behaviour – from audience profiling, to exposure, to attribution – by capturing and activating mobile movement data. Smart Trends offers robust in-store consumer behavioural insights and in-store comparison of multiple location types and brands, allowing marketers to break down demographic, […]

WiTH Collective Linked By Isobar Renames Colours Of The Great Barrier Reef As Part Of New Campaign
  • Campaigns
  • Marketing

WiTH Collective Linked By Isobar Renames Colours Of The Great Barrier Reef As Part Of New Campaign

The Great Barrier Reef is under threat, and WiTH Collective – part of Isobar Australia Group – has launched a social movement to protect it. The ‘Unite for the Reef’ campaign will put vivid pops of colour into millions of social media feeds as a global network of individuals united to pledge support for the future of the Great Barrier Reef.  Spearheaded […]

Imagination Unveils Creative For Sydney’s NYE 2017 Celebrations
  • Marketing

Imagination Unveils Creative For Sydney’s NYE 2017 Celebrations

The City of Sydney has unveiled the creative line-up for 2017 Sydney New Year’s Eve celebrations, including a new look and theme for Australia’s largest public event, conceived by experience agency Imagination. In its seventh year as the creative team behind the event, Imagination has set out to create a fresh, inspiring new theme and […]