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A key ad management company has come on board using the standard digital identifier — dubbed Ad-ID — that’s been mandated for ads using SAG-AFTRA members as of March 31, 2014.

Digital Generation announced Friday that it plans to adopt Ad-ID for commercials within its core operations. DG noted that it handles the “vast majority” of video advertising production, transcoding and distribution for U.S. advertisers and agencies.

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People keep talking about video convergence as if it’s a futuristic thing but the fact is that it’s already here. There’s no arguing that TV remains king for advertising, but there are millions of consumers watching video on multiple screens every day. Taking a closer look, data from DG shows that 284 million people in the US, or 90% of the country watches live TV still, for a whopping 278 minutes a day or 4.6 hours. Online viewers tally 162 million people or 56% of the population that are glued to the screen for 173 minutes or 2.9 hours a day. Forty one million and 39 million people watch video on their phones and tablets respectively, both for 82 minutes or 1.4 hours a day. That’s a lot of video consumption regardless of which screen you are looking at.

Mobile and tablet especially are invading US homes as data shows that 63% of video watched on an iPad is done in the home. In fact, it’s invading the home in more ways than one. The room-by-room breakdown of where people are watching video on tablets goes like this: 41% of time in the bedroom, 40% in the living room, 12% in the kitchen, and 9% of the time in the bathroom.



As if that wasn’t eating into TV’s share enough, people have also adopted the habit of watching streaming video on TV sets. Streaming content on TV sets has become so common that 48% of the population is now doing so with 87% of them noticing ads on streaming video.



Fragmentation is an important issue for advertisers but multiscreen video also poses a huge opportunity to reach audiences in a more cost effective way. Why? Because multiscreen campaigns are more effective, period. When 50% of the total US population viewed online video ads 58 times per month, the writing is on the wall. Multiscreen campaigns have a 4.2% greater reach, an 11% cost reduction per CPM and a $4K cost reduction per rating point.

So the real question is this: Why is only 15% of digital media budgets allocated to multiscreen?

Video convergence is here…are you ready?

To learn more about convergence, go here, you’ll be glad you did.

Convergence.dgit.com

#Convergence

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TCAA is an independent, full-service advertising agency with deep roots in media planning, media buying, and digital media. With over two decades of experience creating cross-channel consumer engagement for global brands, TCAA knows how to deliver value to its clients.

The agency has been working with the MediaMind platform since 2009, leveraging the full range of MediaMind creative tools from rich media to CC4S, VersaTag and most recently Viewability. TCAA is committed to finding new ways of using technology to advance its clients’ goals, thus it is often among the first to bring new and sophisticated capabilities to its extremely loyal client base. Unlike more than 80% of the industry, TCAA uses the MediaMind platform for all of its video ad serving.

Here’s why TCAA goes against the grain (and stays ahead of the pack).

Click here for the full case study

Download the PDF

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By: John Douglas, Product Marketing Leader for Converged Media Services, DG


If you read the headlines and follow the court proceedings, you may think the TV model is about to be completely disrupted – or changed forever. But the sky isn’t falling, yet.

While everyone has been quick to jump to conclusions – including News Corp’s own threat to pull the Fox Network over to cable – no one seems to be giving much weight to some very important details.

I’d like to lay out my argument of why Aereo, despite its disruptive behavior, is merely just another cog in an overwhelming trend for consumers to look for more efficient and easier access to the content they love. It’s neither the destroyer of TV executives, nor the savior of consumer choice.

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Havas Media and DG will deliver an integrated solution for online and television campaign management. Havas Media claims the deal will allow it to manage campaigns around the world with a single solution — at a price that’s competitive with scrappy local startups.

DG’s technology provides a multi-screen solution covering distribution, reporting and analytics for TV and online. The independent company says its advertising technology platform manages more than 10 percent of the global media spend.

The deal brings DG into a roster of Havas Media partners that began 12 years ago with DoubleClick. DG’s MediaMind for online campaigns and VideoFusion for video campaigns have already been integrated into Havas’ Artemis data platform, according to Sylvain Le Borgne, executive vice president of data platforms for Havas Media.

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Other stories include:

MediaPost: Havas Media, DG Ad Partnership Crosses TV, Online

The Drum: Havas Media pairs with DG to “bridge” gap between online and TV measurement

M&M Global: Havas Media in online and TV tie-up with DG

B&T: Havas Media teams up with DG

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