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
Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]
Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]
Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]
According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]
Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]
Research from EdBbirdie using Spotify data has identified the most popular songs to study to. After analysing thousands of studying and homework playlists on Spotify, American singer Olivia Rodrigo’s ‘drivers license’ came out as top song to study to. It featured on 48 study playlists, while other top songs included ‘Ophelia’ by The Lumineers, ‘Falling’ […]
Dayna Stewart is the Business Director – Digital Marketing, Media & Creative Services at The Nudge Group. Here, she discusses the challenges that come with building a successful marketing team when working remotely. Before COVID-19 changed the way businesses work, most marketing teams spent their days together in a meeting room collaborating on the next […]
The line-up for the 2021 iHeartRadio Music Festival has been announced as the legendary event returns live in Las Vegas in September. This year, the epic two-day lineup for the iHeartRadio Music Festival main stage will feature performances by Billie Eilish, Cheap Trick, Coldplay, Dua Lipa, Florida Georgia Line, Journey, Khalid, Lil Baby, Maroon 5, Nelly, […]
Shop! ANZ is calling on shopper and retail marketing professionals from all retail related disciplines to participate in the first ANZ Shopper and Retail Marketing Industry Survey in four years. This important research provides a guide of where the retail marketing industry in Australia and New Zealand has come from and what is anticipated to […]