Cisco Needs Video Ad Server Plans; Cost-Per-View Is The Way; iAd Gets A Haircut

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign-up here.

Cisco And Enterprise Video Plans

Cisco Systems rolled out its enterprise content delivery network system for video. Mike Vizard of CTO Edge re-purposes some Cisco marketing speak: “As the amount of high-definition telepresence traffic on the network increases, Schroeder adds that optimizing video traffic on the network is becoming a critical aspect of providing telepresence quality of service.” Well, how about a video ad server for Cisco? Read more. I’m just saying – especially as TV video goes IP, they might as well own the video ad pipes and extend their B2B strategy as they scuttle the B2C efforts.

Engagement Is Your Friend

Noting the use of cost-per-view (CPV) models by Google’s YouTube and Facebook, video ad network and exchange SpotXchange announced they’re gonna do it, too, and have rolled out their own CPV model. Read more on the company blog. In a piece on CPV on iMedia Connection, the company’s SVP of Strategy, Bob Dees, admits, “Standard ad units like pre-roll and metrics like click-through rate (CTR) will be a valuable part of the advertising mix for awhile.” Read it.

Local Mobile News

The newspapers business continues to partner, some might say huddle, together as they look to combine reach with the opportunity to target at the local level. Yahoo! has its newspaper partnership, quadrantONE has its ownership group and so does Newspaper National Network apparently as it chose Mocean Mobile as its mobile ad server of choice according to a release yesterday. Read more.

Acquisition Inquiry

On her company blog, CEO Elizabeth Blair of ad network Brand.net looks at Collective’s acquisition of dynamic creative optimization company Tumri this week. She examines whether it’s a move toward attracting brand dollar spend. Commenting on LUMA Partners’ Terence Kawaja’s recent post on the purchase as well as trends in the space, Blair writes, “A casual reader could infer that Tumri is part of the solution set for (iii) brand/premium/guaranteed. It’s not. Tumri’s description of itself on its Overview page makes that clear…” Read her KPIs.

iAd Gets A Haircut

Bloomberg’s Adam Satariano reports that all is not well in Apple iAd pricing land. Satariano writes, “Apple’s iAd mobile-advertising business has cut rates by as much as 70 percent as some marquee clients are using rival services, two people with knowledge of the matter said.” Read more. Or maybe this is just a typical Apple business maneuver: meeting the initial overwhelming demand with high prices and then cutting them later as demand wanes? Or maybe they need to let buyers append data? Hmm, not sure the scale would be there.

Not All Impressions Are Alike

“One very cheap impression is not ever going to move someone from being a general prospect to entering the market to signing up or buying a product,” says [x+1] data master (and chief analytics officer) Leon Zemel on DIGIDAY. Essentially, you can’t get reach when the impression sucks. The answer – and audience – is in the data. Read more.

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