Consortium Of Australian Publishers And Telaria Launch Programmatic Video Marketplace For Premium Content

SHARE
THIS



Software platform Telaria and a consortium of Australian publishers, including Seven West Media, Network 10, SBS, Foxtel Media, Pedestrian Group and Daily Mail, have today announced the launch of a programmatic ‘Editorial Video Marketplace’.

The platform aims to simplify buyers’ access to premium content with extensive daytime audience reach and scale.

Editorial videos are viewed on the publishers’ owned and operated platforms and placed in high engagement environments in contrast to the quick browsing feed type design used by the social sites.

These videos are particularly effective for daytime reach because they are generally viewed at the beginning of the day and noon and serve as an effective compliment to a BVOD (broadcaster video on demand) evening buying strategy.

“This is an important collaboration between the leading publishers in the market,” said Telaria GM of Australia James Young.

“We are responding to feedback from buyers, and providing the scale that is comparable to the reach of the social platforms.

“The marketplaces will be tiered based on a benchmarking system to ensure quality and performance to drive the best outcomes for both buyers and sellers.

“The initiative also comes at the perfect time with the recent ACCC Digital Platforms Inquiry which has been critical of the social platforms’ impact on local journalism,” Young said.

Seven West Media head of programmatic sales and audiences Luke Smith said: “SWM is proud to be collaborating with the industry on this important initiative from our partners at Telaria.

“The demand from advertisers has been clear – that there is a need for quality video delivering high viewability and completion rates within brand safe editorial environments at scale.

“It is important that the premium value and impact of editorial video is able to differentiate itself from other forms of short-form like social video.

“This marketplace, available programmatically, will be a means to make that easily accessible for buyers and advertisers at scale.”

Cadreon head of partnerships Flaminia Sapori added: “It’s a breath of fresh air for an industry where multiple players have come together to create a platform for premium short-form video in response to buyer feedback.

“It’s encouraging to finally start seeing publishers working collaboratively to provide alternative independent options in this space — creating ease of access, and most importantly, a new narrative for editorial video, giving it the credit it deserves, and perhaps start influencing more social budgets being redirected to new premium ecosystems.”

Telaria and the consortium of publishers are also working with the IAB to encourage and achieve industry wide adoption of this initiative through data implementation and research studies.

Please login with linkedin to comment

buying Programmatic Video

Latest News

Data, Identity And The Art Of Keeping It Simple
  • Opinion

Data, Identity And The Art Of Keeping It Simple

Shifting sands in the digital landscape mean we need to find new ways of recognising our customers. Verizon Media ANZ managing director Paul Sigaloff explains why keeping things simple is the best approach for success. By Verizon Media ANZ MD Paul Sigaloff Do you know your blood type off the top of your head? I […]

Opinion

by B&T Magazine

B&T Magazine
Working Mums Are Always Asked, How Do You Manage Career And Family? Let’s Build A Society Where This Isn’t The Norm
  • Opinion

Working Mums Are Always Asked, How Do You Manage Career And Family? Let’s Build A Society Where This Isn’t The Norm

According to the World Economic Forum, Australia is among the few developed nations that does not actively set targets for gender equality and measure progress towards nationally agreed goals. As a result, we’re falling behind. By Jessica Miles, Country Manager, ANZ at IAS The pandemic caused lockdowns around the globe—Australia was not spared. We lived […]

Opinion

by B&T Magazine

B&T Magazine
First-Party Data, Transparency And Aggregation: Tips On Surviving A Cookieless World
  • Technology

First-Party Data, Transparency And Aggregation: Tips On Surviving A Cookieless World

Google’s latest announcement around the future of web tracking and online privacy reinforced what most marketers already know. First-party data is a must for a business hoping to effectively market and create meaningful relationships with customers. Making the announcement, Google’s director of product management, ads privacy and trust David Temkin confirmed Google would continue to […]

UnLtd Big Clash Cricket Tournament Returns To Raise $160,000 For Children At Risk
  • Media

UnLtd Big Clash Cricket Tournament Returns To Raise $160,000 For Children At Risk

The annual Big Clash industry cricket tournament, organised by the industry’s social purpose organisation UnLtd, has raised over $160,000 for children and young people at risk. The highly competitive tournament saw the different corners of the industry battle it out on the ovals in Sydney, Melbourne, and Perth during February and March. Since its launch […]

Westpac Launches New Campaign To Highlight Life’s Eventful Moments, Via DDB
  • Advertising

Westpac Launches New Campaign To Highlight Life’s Eventful Moments, Via DDB

Westpac has launched its new brand campaign, created by DDB Sydney, highlighting life’s eventful moments where all the surprise, excitement, vulnerability, and challenges can lie; in moments both big and small. Westpac Group Head of Brand, Advertising and Media, Jenny Melhuish said, “our new work builds on our ‘help’ series, which focused on those really […]

The MINT Partners Expand Client Line-Up For 2021
  • Marketing

The MINT Partners Expand Client Line-Up For 2021

The MINT Partners, one of Australia’s leading integrated brand communications agencies have added a number of new clients to their roster for 2021. Using the exceptional disruption of 2020 as an opportunity to evolve the business, MINT has enjoyed recent success with an expanded portfolio across categories including food & beverage, fashion, design, and property. […]

The Women Who Shaped Technology In 2020
  • Technology

The Women Who Shaped Technology In 2020

Here's more confirmation of B&T's commitment to International Women's Day. And just wait for International Hot Dog Day.

by B&T Magazine

B&T Magazine
Samantha Armytage To Leave Sunrise
  • Media

Samantha Armytage To Leave Sunrise

To her credit, NO ONE in Australia has had their weight & their ovaries profiled by media quite like Samantha Armytage.