New partnership will increase cost efficiencies, reduce ad waste and improve control in trading for media buyers
London: Coull, the video monetization platform for digital publishers, has today announced that it is partnering with LiveRail, the leading programmatic video advertising platform, to open up its premium video inventory to the burgeoning programmatic buying market.
Coull’s flagship product – Coull Vidlinkr – integrates contextually-relevant branded calls-to-action from advertisers, called Vidlinks, within premium publisher video content. Vidlinks enable engaged video viewers to click through to advertiser landing pages and drive sales, leads or any other action, meaning advertisers can target campaigns around the type of content their audience is watching.
The deal with LiveRail will mean Coull’s inventory can be bought in real time, with programmatic buyers able to commission advertising campaigns that engage audiences with ads aligned to both the content of the video and the context in which it is being viewed. The deal will allow advertisers to take advantage of the combined benefits of the two offerings – meaning improved cost efficiencies, reduced ad waste, greater control in trading, and increased transparency in the effectiveness of campaigns.
This kind of contextually relevant advertising leads to extremely high clickthrough rates, such as those delivered across TechRadar and T3.com’s recent advertising campaigns where clickthrough rates averaged 3.4%.
Irfon Watkins, Coull CEO, commented: “The timing of this deal couldn’t be better. Programmatic is exploding and becoming one of the most important ways for online advertising to be bought. At the same time, UK video ad revenue has grown 56 per cent in 2013 and digital video ad budgets are estimated to hit £225m in 2014. To take advantage of this, advertisers need new, relevant, sustainable models to deliver the online advertising experience that will bring benefits to customers and to a brand’s bottom line.
“We believe the deal with LiveRail will fulfil this need, and will allow advertisers to reach new audiences through contextually-relevant data.”
“As we move into 2014, video will definitely be the new frontier for programmatic ad platforms," said Yoav Arnstein, GM EMEA LiveRail. "By combining LiveRail's leading programmatic video monetization platform with Coull's access to some of the most reputable names in media and publishing, this deal means that advertisers not only benefit from access to new premium inventory but also that Coull’s contextually-based approach to video ads provides a complete advertising platform that delivers greater value to brands.”
Coull Vidlinkr served up 226m impressions across over 200 markets during November, and is on course to break through the 1bn impression barrier early Q1 2014.
- ENDS -
For further information, please contact:
Dan Madden, Coull Marketing Manager