A consortium of Australian publishers has launched a programmatic ‘Editorial Video Marketplace’, intended to “simplify buyers’ access to this professionally produced premium content with extensive daytime audience reach and scale”.
The new marketplace, run by Telaria, will feature content from publishers Seven West Media, Network 10, SBS, Foxtel Media, Pedestrian Group and Daily Mail.
In a statement, Luke Smith, head of programmatic sales and audiences at Seven West Media explained that advertisers have a need for “quality video delivering high viewability and completion rates within brand safe editorial environments at scale”.
And, he added, “It is important that the premium value and impact of editorial video is able to differentiate itself from other forms of short-form like social video”
Telaria and the consortium of publishers are also working with the IAB to encourage and achieve industry-wide adoption of this initiative through data implementation and research studies.
The move comes amidst a slowing market, with latest numbers from Standard Media Index (SMI) revealing that August was the 12th consecutive month of decline with all formats experiencing reduced spend. TV bookings were down 5.8%, digital 8.6%, outdoor 12.6% and radio 10%.
The new marketplace marks the latest attempt by traditional media organisations in the region to shore up their value proposition to advertisers and push back against the growing share of adspend now controlled by walled gardens such as Google and Facebook.
There are currently multiple such publisher cooperatives across the region. For example Singapore has the Singapore Media Exchange founded by Singapore Press Holdings and Mediacorp
Malaysia has two such marketplaces: the Malaysia Premium Publishers Marketplace (MPPM) is made up of eight publishers including Star Media Group, Utusan Malaysia, China Press and The Edge, while AMP. Asia’s by-invitation marketplace for premium inventory (AMP), is made up of seven publishers.
In Thailand, the Online Premium Publishers Association (OPPA) was launched in May 2017 and consists of 12 of Thailand’s publishers including BEC-TERO, Dek-D, Kapook, MThai, OTV, Pantip, Post Today, Sanook, SiamSport, and Thairath.
However, the longevity and profitability of such cooperatives has been uneven to date; in August, for example, the Kiwi Premium Advertising Exchange (KPEX) was shut down due to “changing market demands and shareholder priorities”.
Sourced from AFP, Mumbrella, The Drum; additional content by WARC staff