Blog : Publishers

JamLoop and Trust Metrics Press Release – Brand Safety Meets Programmatic Video

This PR was released today. Bringing Trust Metrics to our programmatic private marketplace, Big Video, gives our brand advertising partners a great way to curate their programmatic video buy to approved, scored and ranked inventory. Here’s the full release…

JamLoop Partners with Trust Metrics to Bring Brand Safety Scoring to its Big VideoTM Private Marketplace
Industry’s First Brand Safe, Curated Video PMP

Walnut Creek, CA – March 11, 2015 – Private video marketplace JamLoop (www.jamloop.com) announced today it has partnered with Trust Metrics (www.trustmetrics.com ), the leading provider of digital measurement standards for publisher quality and brand safety. JamLoop uses the Trust Metrics ratings system to classify and ensure the quality of video ad inventory that it provides to advertisers buying on its BIG VIDEOTM programmatic private marketplace.

With the partnership, JamLoop distinguishes itself from other private video marketplaces by proactively ranking and pre-qualifying brand safe video inventory across digital devices, including desktop, mobile and connected TV. JamLoop’s approach to aggregated video inventory (with over 2 billion monthly impressions viewed) now offers the largest single source of third-party quality ranked and vetted inventory for programmatic video ad buying. In partnership with Trust Metrics, JamLoop now provides greater transparency in the video buying process, so that advertisers efficiently buy brand safe ad placements wherever consumers watch video content today.

“Brand safety is a huge concern for advertisers in digital video. This is especially true in programmatic buying, where trading solutions are making ad buying decisions in milliseconds across billions of impressions from thousands of publishers. JamLoop’s differentiation is not only in providing massive video audience reach but also in qualifying that reach to make sure buyers know exactly what they are getting,” said Leif Welch, JamLoop’s CEO. “While audiences fragment their viewing across more and more devices, from tablets to Roku boxes, JamLoop is committed to offering big safety and big transparency to advertisers that buy on our private marketplace. Together with Trust Metrics, we bring the same quality and safety characteristics that advertisers expect from traditional TV buying to the digital video realm,” Welch concluded.

”We are very pleased to be working together with JamLoop to enhance the quality of video ad inventory,” said Jeremy Davis, CEO of Trust Metrics. “JamLoop shares our vision that applying brand safety and quality scoring in digital video inventory will give premium advertisers the confidence to invest in the medium. We expect that they will realize significant performance gains through JamLoop’s BIG VIDEOTM programmatic marketplace as a result.”
About JamLoop
JamLoop helps brands reach premium TV and Digital Video audiences in a brand safe environment, through programmatic buying with full transparency. For more information on JamLoop and Big Video™, visit www.jamloop.com or follow us on twitter @jamloop.

About Trust Metrics
For more information on Trust Metrics, visit http://www.trustmetrics.com; follow us on Twitter @trust_metrics.

Local TV Broadcasters, OTA, Connected Devices, and TV Everywhere

The Local Broadcaster Squeeze Play?

Broadcasting is moving into the device age where IP connected devices are fragmenting the local audience and local advertisers continue shifting budget to digital advertising platforms.  New consumer services like Simple.TV, Dyle and Aereo stand to erode national GRP and cut off retransmission fees.

National broadcasters act more like cable networks, seeking larger retransmission fees from MVPDs, and larger content licensing from affiliate/distributors.  And nationals will be on connected devices, participating in TV Everywhere to earn more MVPD fees.  Your local broadcast brand may get a logo in the national’s TV Everywhere app for live broadcasts, if the national carries all the effort and brings the local along.  Your local broadcast On Demand content may not be part of those TV Everywhere services.

Local needs to be as strong in On Demand as it is in Live.  Consumers are changing their viewing behavior away from TV by Appointment.  Are you getting your local broadcast brand and content to the devices that are capturing the behavior shift, and in the On Demand format that consumers want?

Local content needs to be autonomous, independent of any one device, but compatible with all. And the businesses that prosper in this age will be the ones that adopt a platform agnostic strategy, breaking down platform silos, and getting their content in front of ALL of audience.

Cord cutting has helped over the air digital antenna growth of late fueled also because of supplemental content available from Netflix online that when used together with OTA, provides a semblance of a full pay TV service..  But as the economy improves, and “cord nevers” grow up, will OTA sustain that growth?  And if OTA forces a loss of retransmission fees, inherently, can local make it up WITHOUT getting more content to more screens?

Data shows that a majority of connected TV viewers decrease Live TV viewing.  Connected TV is an On Demand dominated experience today.

Connected TV already in use in 25% of US TV households – and growing to > 50% market usage by 2016.  Will OTA keep pace? And as market penetration of Connected TV grows, Live Viewing will decrease.

Either way – local broadcasters need to be on all connected device types with their best leading content – video.  They need to push out their local brand within the constricts of TVE and also outside of the payTV eco-system (going over the top on their own).  They need to become adept at being a video on demand solution, combining with always available viewing with their live/linear/local uniqueness.