By Evan DeSimone
Video technology firm AppNexus is officially bringing its latest video buying solution out of beta testing and making it available to the general public today.
Just a few months after entering the programmatic market space with cloud-based software, AppNexus is ready to unveil its programmatic buying solution. In a statement, AppNexus claims that its new tools can increase audience reach by at least 10 times, boost click-through and engagement rates by as much as 300%, and reduce video buying costs by 50–60%. To put those claims into context, AppNexus has shared case data from two of the products most prominent beta testers, Collective UK and Xavis EMEA.
Multi-screen programmatic media firm Collective UK used AppNexus open platform to build a customized solution that integrates their own in-house targeting technology. With Collective UK’s integrated TV Accelerator product advertiesers were able to measure multi-screen digital activity side-by-side with TV campaigns.
“We integrated with AppNexus to deliver Collective’s complete programmatic technology solution across multiple screens and formats,” said Tim Hussain, director of product strategy at Collective UK, in a statement. “This allows us to deliver award-winning creative across quality, multi-format inventory, and deliver the complete media solution that big brand advertisers demand.”
Programmatic media buying platform Xaxis also beta tested AppNexus new open platform. Xaxis combined the platform with their Turbine data management platform in a in a ten-country European roll out. This fusion of proprietary technology enabled real-time, granular targeting for their clients.
AppNexus has pacted with a number of high profile partners within the programmatic space to launch their new product. In a statement released today, App Nexus revealed that LiveRail, SpotXchange, StickyADS.tv, Optimatic, SMARTSTREAM.TV, Fyber and AerServ are all activated for clients to purchase video inventory allowing clients access to reach audiences across diverse geographies, demographics and device types via premium content.