A Look at Outstream Video from the UK Perspective: An Interview with ConvertMedia’s General UK Manager, Joe Girling

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As Joe Girling joins ConvertMedia as the company’s General Manager in the UK, Marketing Manager, John Reyes, gets his perspective on industry trends in the EU/UK and how ConvertMedia will ramp up in the region.

J. Reyes:
Having established UK/EU entities from your previous roles, how do you think ConvertMedia will play in the industry specifically in the UK/EU markets?

J. Girling:
I think ConvertMedia will play very well with UK and European publishers. They are under constant pressure to increase advertising yield and ConvertMedia can help them in many ways.

For example, creating inventory opportunities for publishers who have limited, or no, video content to access video and TV advertising budgets. This drives higher rates for the publishers and makes ConvertMedia particularly valuable to them. In addition, our ability to provide demand and/or demand mediation services for the new video ad inventory we create will play very well with our UK and European publisher customers.

J. Reyes:
As outstream video continues to experience rapid growth, what is the current reception of it in the UK/EU and how is it different from or similar to the US?

J. Girling:
I think the UK and France are basically the same as the US, but some of the other European countries are a little behind in adoption of outstream. But we anticipated increased interest from publishers who want to increase profit by selling the outstream format directly and/or open up to multiple demand sources, and SSP’s like ConvertMedia enable them to achieve this.

J. Reyes:
What offerings/services make ConvertMedia particularly valuable to publishers in the UK/EU territories?

J. Girling:
The ConvertMedia offering is all about increasing advertising yield and UK/European publishers will really appreciate that. The offerings I think will be most valuable to UK/European publishers include; being able to secure higher paying TV/video advertising budgets by running video ads into standard ad units, creating new video inventory on their sites through innovative outstream formats. Also being able to do ‘page based’ optimisation which means automatically choosing the highest revenue generating combination of ads on a page depending on available demand.

Publishers also want to create different ad experiences for their various advertisers and the ConvertMedia offering enables them to easily do this. For example, to be able to set ad conditions that automatically give their highest paying direct advertisers a better ad experience than their lower paying programmatic sources, thereby achieving a good balance between revenue, the interests of their advertisers and the user experience.

J. Reyes:
How do you think publishers will ramp up video advertising for the UEFA European Championships this summer?

J. Girling:
We’re anticipating a big step up in traffic for related content. Publishers are looking to monetize that extra traffic through both premium sports brand campaigns and optimising their remnant inventory. We’re involved on both sides – enabling new premium video inventory for our publishers to sell directly and providing demand for their remnant.

J. Reyes:
And of course we can’t not ask you who your favorite sports team is …

J. Girling:
As I’m a mix of English and Irish, I’ll be following both teams. But having lived in London for many years I’d really like England to win!

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