Ad Industry Roundup: Online Video; iPhone; .Fox Networks; Amex; AOL
This story was written by David Kaplan.
-- Professional video CPMs to grow faster than user-gen: The hope for user-gen video to effectively compete with professionals is dashed in a report by the Diffusion Group. The group says CPMs on long-form web videos are now $40. The amount is expected to hit $46 by 2013. Meanwhile, CPMs for shorter videos are currently around $30 and will have slightly lower growth levels over the next five years, reaching $34 by then. Overall, DG expects user-gen ad revs will make up about 4 percent total web video revenue. DG estimates that professional videos now bring in about $590 million in ad dollars and projects that amount will grow to $10 billion in 2013.
-- Ford launching mobile campaign only on iPhone: In August, Ford will run an mobile campaign solely around iPhone apps. The carmaker won't reveal details, but AdMob, which handled the mobile campaign, says the Apple (NSDQ: AAPL) device, as opposed to Blackberrys or Treos, makes marketing efforts more attractive by dint of the important demos iPhone has25- to 34-year old males and the apps that feature audio, video and the ability to direct users to the iPhone App Store or iTunes.
-- .FoxNetworks partners with video searcher Blinks on ads: .Fox Networks, the News Corp (NYSE: NWS). international ad network, will start selling ads in collaboration with UK-based video search engine Blinkx. The sales on .Fox's end will be handled by its video ad unit, Utarget.Fox. The two will also work on placing "audio keyword in-video banners" and on creating vertical channels for advertisers related to Fox content on a global basis.
-- Amex expands social net campaign: As American Express' social responsibility promotion, the Members Project, enters its second year, the charge card company has been using apps on Facebook and MySpace and is planning on increasing online ad spend.
-- AOL integrates widget distribution into Ad.com: As part of its ongoing integration and restructuring, Platform-A (NYSE: TWX) is making AOL's widget creation and management system, Goowy, a part of its services. AOL aquired Goowy in February.
By David Kaplan