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April 08 2013

21:03

RTB Video Aiming for $686 Million, But Faces Hurdles on the Way

The real-time bidding segment of online video is on track to hit $686 million in ad spend this year, but the business still faces a number of challenges on its route to growth, according to a new report released today from Forrester.  At the Beet.TV retreat earlier this year, Ashley Swartz, the founder and CEO of the New York-based consultancy Furious Minds, talked to Forrester analyst Joanna O’Connell about the hurdles ahead in the real-time bidding sector of online video.“What needs to happen is both parties need to recognize the more intelligence they bring to the table, the better they’ll do, but the publishers aren’t there yet, and they have a long way to go in understanding the audience they have to sell and the yield maximization across channels,” O’Connell explains.

Agencies too are trying to figure out how to best manage the quick rise in programmatic buying. The implementation of trading desks inside agencies can help significantly, she says. “We’ll see agencies start to evolve in the way they’re organized,” she says. Publishers, likewise, need to make sure they have sophisticated and savvy salespeople leading the charge when talking to agencies about programmatic buying.

For more insight, check out this video interview.

-Daisy Whitney

15:44

Real-Time Bidding To Comprise 25% of Online Video Ad Spend in 2014. Report

Programmatic buying and real-time bidding will account for about 25% of all online video ad spend in 2014, according to a new report released by Forrester and commissioned by SpotXchange, a global ad marketplace.
Real-time bidding more then doubled from 2011 to 2012, representing the fastest growing segment of the online video business, Forrester says. The sector is slated to grow more than 70% this year. The study also dives into how publishers are using private marketplaces. At the Beet.TV retreat earlier this year, Forrester analyst Joanna O’Connell sat down with Shehan for a deep dive discussion on the ecosystem of real-time buying and private marketplaces.
In the last 18 months, SpotXchange has grown from zero to about 40% of all its impressions in the real-time bidding variety, says Mike Shehan, CEO of SpotXchange in this video interview. He adds that SpotXchange works with about 50 buyers for real-time bidding including DSPs and agency trading desks. “With programmatic, you’ve automated everything — the connections, the RFP process, the reports, the billing, the delivery.”
-Daisy Whitney

June 30 2011

19:38

For 3rd generation of tablet owners content sharing and cloud services will be critical

Forrester :: To which extend will tablets cannibalize products like newspapers, magazines, laptops, netbooks, and TVs? - Forrester's data reveals that cannibalization will unfold in different phases. 1st generation of tablet owners is making tradeoffs with their time. 2nd is enthusiastic about all kinds of gadgets, but faces constraints by lower incomes and stricter budgets. Where are the prospects? -  3rd generation: Tablet buyers show increased demand for home networking and cloud services, e-printing, and DLNA-supported devices that enable content sharing within the home.

Continue to read Sarah Rotman Epps, www.forrester.com

November 10 2009

11:56

Forrester's Bobby Tulsiani on Online Video: It's Way Beyond the Media Business Now

Forrester has published a comparative study of six online video platform service providers. We reported on the study on Friday. 

While some industry observers are taking issue with the inclusion of just six players, when there are over 60 such companies in the sector, that's not the goal of the study, Forrester's Bobby Tulsiani told me in this this interview yesterday.

He said the study is a guide to the sort of services providers geared to the mid tail video producers, not the big media companies or the free UGC sites. 

It is the non-media area of video services which is growing quickly; companies, universities government agencies and others. Video is now an essential video tool for businesses and the Forrester report is a guide of representative companies, he says.

Andy Plesser, Executive Producer

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