Dive Brief:
- Warner Brothers is exclusively using Tremor Video’s SSP for programmatic sales of its mobile video inventory.
- The media company has a large amount of video inventory from its online properties such as TMZ, Ellen and Rotten Tomatoes. Joe Catanzaro, VP of digital ad operations and strategy for Warner Brothers said TMZ serves one to two billion display ad impressions per month.
- The partnership with Tremor Video is an attempt to leverage Warner Brothers’ video inventory and tap into that advertising reach.
Dive Insight:
"We’re focused on getting the right partners in place, so that for every impression that’s served, we’re maximizing value on that," Caruso explained to Ad Exchanger. "We’re working on facilitating deals with [many direct clients] programmatically, whether that comes to us through a DSP, agency trading desk or through conversations we have internally with the client."
According to eMarketer, programmatic video spending almost hit $3 billion last year accounting for 39% of the total US video ad spend. Emarketer is predicting programmatic video will get to 72% by 2017.
Meanwhile, recent research from Advertising Age and RhythmOne on programmatic buying from U.S. media practitioners found that while buying for display and buying across channels topped the list at 67.5% and 67% respectively, buying rich media (60.4%) and video in-stream (58.6%) followed closely.
Caruso added that mobile video is key aspect of its media properties traffic on both the mobile web and apps, stating, "From a sales perspective, we’re looking at this as video everywhere. When we do pitch it, we pitch it as a package."