Exponential Interactive, the global provider of advertising intelligence and digital media solutions to brand advertisers, is launching its latest division AdoTube, offering in-stream video advertising solutions to South African advertisers and their media agencies.
The company, which owns global display advertising provider Tribal Fusion, engagement video platform Firefly Video and mobile rich-media division Appsnack said it has chosen to launch AdoTube in response to the emerging South African opportunity.
Video, once an expensive and cumbersome format for Web users in South Africa, is quickly moving into the mainstream. In the US alone, online video ad spending can be expected to double its share of the digital advertising market from 7.9% in 2012 to 15% in 2016, according to data from eMarketer. This year alone, online video ad spending in the US will increase by 55%.
With extensive capabilities in display, video and mobile, the Exponential team will now be offering even more ways to meet the needs of specific target audiences at the right moments through AdoTube. Already servicing clients in markets such as US, UK, South East Asia, Australia and Middle East, Exponential is confident about serving South African advertisers display needs with a dedicated in-stream division.
Learnings gleamed from the latest Global Format Index report show that interactive pre-rolls drive the highest CTRs and AdoTube exceeds industry CTR benchmarks across all markets, with the UK and Canada being 86% and 64% higher respectively.
Standard pre-rolls on an average video completion rate of 64% with the Interactive pre-roll average close behind at 55% during 2012.
"We are delighted to offer AdoTube to the African advertising market," commented David Barnard, Country Manager of Exponential Interactive. "It is easy for planners to understand the concept due to its similarity with TV, and brands are looking for new ways to interact with consumers. This tried and tested in-stream proposition is a perfect way to tap into audiences at scale with rich engaging creative and I look forward to seeing the take up from brands in our market".
Central to Exponential's solutions is the proprietary e-X Advertising Intelligence Platform. It processes 80 billion user events from more than 450 million users worldwide every month, identifies a variety of precise audience segments, and enables the delivery of compelling campaigns across media and device. Audience segments can be booked across all devices using the company's 'audience engagement divisions' Tribal Fusion, Firefly Video and AdoTube. Creative services, comprehensive reporting, audience insights and modeling complete the company's suite of solutions.
* comScore Inc., November 2012
**emarketer, Global intelligence report 2012
Exponential (www.exponential.com) is the global provider of advertising intelligence and digital media solutions to brand advertisers.
Our e-X Advertising Intelligence Platform combines one of the world's largest digital media footprints with proprietary audience data and technology to deliver advertising intelligence that enables smarter, better-informed marketing decisions.
Our audience engagement divisions apply advertising intelligence to deliver high-impact, high-engagement campaigns across display, video and mobile media.
Exponential offers solutions in 26 countries worldwide and reaches more than 450m unique users every month.
David Barnard
Country Manager - South Africa
moc.laitnenopxE@dranraB.divaD
+27 11 064 5653
