New partnership will enable advertisers to add scale and simplicity to video campaigns in the ANZ region
MediaMind, a division of DG (NASDAQ:DGIT), and the leading independent provider of integrated digital advertising solutions, today announced a strategic regional partnership with Adap.tv, the world’s leader in programmatic video advertising, that will provide greater efficiency to advertising partners in Australia and New Zealand.
The new agreement supports the integration of MediaMind’s video ad serving and campaign management capabilities into the Adap.tv Marketplace, providing media buyers with a single platform to deliver video ads across multiple screens.
“As our agency partners look to expand their in-stream video advertising buys, this new partnership deal brings them access to a major pool of video inventory at group buying rates,” said Carolyn Bollaci, Regional Vice President for ANZ of MediaMind.
Adap.tv will also become a member of MediaMind’s Strategic Partnership Program. This provides Adap.tv with access to MediaMind’s production team to enable Adap.tv to build custom rich media creative assets on a cost per project basis, among many other benefits.
Phil Duffield, Managing Director of Adap.tv in ANZ, says the partnership with MediaMind enhances the objective of simplifying the process of multi-channel delivery of video advertising. “Our programmatic approach to campaign development meets the needs of a market adapting to emerging channels. Now, working with MediaMind, our combined client base will find it easier to deploy that content, irrespective of the device or screen size.”
Founded in 2007, Adap.tv is the largest video advertising platform connecting hundreds of advertisers and thousands of publishers worldwide. It offers businesses an automated way to buy, sell and manage video advertising inventory across multiple sources and screens from a single interface. Headquartered in California, it opened its first Australian office in Sydney in March 2012.
“Adap.tv’s sophistication in video also gives us more power to shift agencies beyond the easy TVC placements that are prevalent in this region, to trialling the more advanced, purpose-built in-stream video ads that we know deliver stronger results elsewhere in the world,” summarised Bollaci.
MediaMind, a division of DG (NASDAQ: DGIT), is a leading global provider of digital advertising campaign management solutions to advertising agencies and advertisers. MediaMind provides media and creative agencies, advertisers and publishers with an integrated platform to manage campaigns across digital media channels and a variety of formats, including rich media, in-stream video, display, search and mobile. During 2011, MediaMind delivered campaigns for approximately 11,000 brand advertisers, servicing approximately 4,300 media and creative agencies across approximately 11,500 global web publishers in 75 countries.
Adap.tv builds technology that destroys the inefficiencies of television and video advertising. It delivers a programmatic way to plan, buy, sell and measure across multiple sources, screens and methods of transacting. Adap.tv is comprised of two operational units – the Adap.tv Platform and the Adap.tv Marketplace. The Adap.tv Platform provides advertisers, publishers and ad networks with automated ad trading solutions customised to meet any business goal. As the world’s largest source of video supply and demand, the Adap.tv Marketplace has thousands of sellers and hundreds of campaigns running daily. Headquartered in San Mateo, Calif., Adap.tv has offices in New York, Los Angeles, Chicago, Seattle, London and Sydney. Adap.tv is a privately held company backed by Bessemer Venture Partners, Gemini Israel Funds, Redpoint Ventures and Spark Capital. For more information, please visit http://adap.tv/. Follow Adap.tv on Twitter @Adaptv.