Adelphic Dives Into Video; TV On Twitter

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Adelphic Dives Into Video

Mobile ad targeting firm Adelphic is adding mobile video inventory to its mobile ad platform, allowing agency and brand partners to buy and manage mobile video ads programmatically. VivaKi is one of the agencies that will be tapping into Adelphic’s video inventory. “Except for the AOD video channel, we’re not doing much with mobile video and Adelphic is getting us [the AOD mobile channel] off the ground in the video space,” Jason Pope, VP of AOD Mobile at VivaKi, told AdExchanger. “Video is becoming a bigger piece of the pie and so the programmatic component is important.” Read the release.

TV On Twitter

Twitter is raking in the TV opportunities ahead of its impending IPO, and this time it’s partnering with BBC to create in-tweet original programming and distribute via its paid-tweet Amplify program, according to Ad Age’s Jeanine Poggi. Read more. The Amplify program has been used for in-tweet video content from Viacom, CBS and Comcast in the past -- but that was for existing TV programming. Original, Twitter-only video programming is a first.

Subscription Yield

YouTube is opening up its paid subscription option to more creators. GigaOM’s Laura Hazard Owen is reporting that as long as the channel has more than 10,000 subscribers and has AdSense linked to its account, it can use the paid subscription functionality. So far the biggest partners are outsiders, such as National Geographic Kids and Sesame Street, but the loosened criteria should open up the paid option to insiders. Read it. The yield dial of the future includes content+commerce+ads.

Coffee’s Feedback Loop

Marketing can pour itself another cup of big data at Starbucks. Reuters reports, “Over the next year, Starbucks said it plans to double the number of its Clover coffee-brewing machines, which connect to the cloud and track customer preferences, allow recipes to be digitally updated and help staffers remotely monitor a coffee maker’s performance.” Read more.

Business Everywhere

Facebook isn’t the only one with stellar mobile numbers. LinkedIn is also realizing the importance of users on the go. Mobile now accounts for 38% of unique visitors, and users who use both desktop and mobile are 2.5 times more active. The company also announced an update to its iPad app, and a new feature called LinkedIn Intro, which provides key information for a user within an email. Read the blog post.

The Persistent Discrepancy

The IAB’s Joe Lazlo outlines the complications of ad ops, especially in mobile, in a column for ClickZ. One of the biggest difficulties is discrepancies in counting ads, both on the agency and publisher sides. He writes, “Understanding mobile discrepancies and establishing lines of communications to address them are key steps for the maturation of mobile advertising, but the mobile ad ops plate is very full beyond that. Making sure that ad creative will actually work on mobile devices and handling the issues that arise as the not-yet-standardized mobile world moves to enable programmatic buying are also big challenges.” Read more.

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