February 1, 2012 – 7:28 am
Sell-side focused ad manager Videoplaza has raised a $12million second round funding from Qualcomm Ventures and Innovacom to help the UK-based company continue is international presence, especially in the U.S.
The company has opened new offices in Madrid, Berlin and Singapore, and serves a client base across 17 markets worldwide.
Videoplaza is betting on the rapid growth of IPTV, in its various forms, will require content companies to take an aggressive approach to protecting their pricing. For one thing, given the huge range of devices that run internet-based TV, from over-the-top boxes from Roku and Boxee, to connected televisions, smartphones and tablets, being able to track advertising across all those screens is generally considered too much work. For one thing, the space is still so relatively new, most companies haven't set themselves up to manage that task.
While in most cases, the U.S. tends to be in the lead when it comes to technology, when it comes to digital advertising for TV, Europe is generally regarded as much more ahead. The reasons for that are many: cable networks in the U.S. were patched together from established local systems -- creating seamless networks among those networks for the purpose of advertising has been intensely difficult. Meanwhile, most countries in Europe, tend to be dominated by a single pay TV provider, such as News Corp.'s BskyB.
"Although the European markets are unique and somewhat different, they are in many ways ahead of the U.S. multi screen video advertising market," noted Sorosh Tavakoli, Videoplaza's CEO, in an email to TVExchanger . "France has the worlds largest IPTV market with more than 10M active subscribers. The Nordics are ahead in terms of mobile with the legacy of Ericsson, Nokia and the worlds first and highest quality 3G networks. We are strong believers in further device proliferation and making the business models work for the new IP delivered TV has so far been a critical driver for growth. We are now seeing traction in exporting these models to new continents."
Videoplaza was initially an online video business. While it still may seem early to be concentrating on the IPTV market, the company notes that 2020, there will be roughly 10 billion connected mobile devices in circulation. The message: get your ad systems ready now to take advantage of that growth.
Videoplaza’s technology platform today delivers advertising on Flash, Silverlight, HTML5, iOS devices, Android, Sony Playstation, Samsung Smart TVs, and closed IPTV environments etc. By 2013, Videoplaza expects more than half of its traffic to come from non-PC devices. Q4 of 2011 alone, 8 percent of the company’s traffic was generated from non-PC devices.
February 1, 2012 – 7:28 am