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BizReport : Advertising archives : July 14, 2015

Ad Roundup: Platforms to help control ad costs

In today's advertising roundup: a new option that would enable brands to better control video spending as well as a platform partnership and an ecommerce announcement that underlines the health of etailing.

by Kristina Knight

First, 3scale and Pivotal have partnered to release the 3scale Self-Serve API Manager through Pivotal's Web Services.

"Pivotal Web Services is quickly becoming the destination for smart developers looking to move fast and offload operational concerns to the underlying cloud platform," said Steve Willmott, CEO at 3scale. "As API's gain greater traction 3scale is pleased to join the PWS marketplace, allowing API providers to quickly and conveniently access the 3scale API management solution."

Meanwhile, HookLogic says it will push past the $100 million mark in sales this year. HookLogic is an ecommerce partner site offering travel and consumer product brands closed-loop advertising.

"Many of the world's brands depend largely on retailers to sell their products and services, leaving them few opportunities for closed-loop performance marketing," said HookLogic CEO Jonathan Opdyke. "We succeeded in creating a network model, patterned off of search engine marketing, where brands see a true return-on-investment and take an always-on approach to marketing. Our native product listing ad format has also enabled a seamless transition from desktop to mobile, with upwards of 40 percent of our ad inventory expected to be mobile this year."

And Unruly has launched a new pricing model which enables video brands to only pay for ads after viewers reach the :30 mark. The Cost Per Completed View (CPCV) model is available for all Unruly video ad formats, and gives brands a better idea of viewer engagement with their content.

"The market is currently flooded with a number of different measurement options, and it can be difficult for marketers to determine which makes the most sense for them. One thing is clear - we need to move beyond the view when measuring the success of video ad campaigns. With a cost-per-completed-view model, advertisers can be sure their videos are actually played through to 30 seconds. It's the easiest way for advertisers to know they are only being charged for high quality, highly-engaged views," said Unruly CEO Scott Button.

Tags: 3scale, ad content, advertising, advertising tools, ecommerce tools, HookLogic, Unruly, video ads

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