Adap.tv has launched its video advertising marketplace in the UK, as the US-based firm sets up an office in London.
Adap.tv’s expansion is driven by the acceleration of online video advertising in Europe, where spending in the UK rose by 82 percent in H1 2010, according to the IAB’s biannual advertising expenditure report.
The online video advertising industry in Europe will continue to see rapid growth as barriers are removed to create a seamless buying and selling experience for brands, agencies, ad networks and publishers.
Adap.tv debuts as the largest online video property by video ad views delivered in comScore’s UK video metrix, with more than 74 million monthly video views and over 4 million monthly unique visitors.
“The Adap.tv Marketplace is an innovative platform that provides an exchange environment which mirrors the revolution we are seeing in display trading,” stated Louisa Wong, Director of Media Platforms of iProspect, Aegis Media. “Eliminating the fragmentation of video inventory and providing a seamless and effective process for video ad buying, empowers agencies to achieve greater scale and increased ROI for their video advertising campaigns.”
“Video advertising in the UK is exploding and while we have seen an incredible amount of demand from both advertisers and publishers, they still face challenges in being able to effectively buy and sell inventory,” said Sean Crawford, VP of International Business at Adap.tv. “The Adap.tv Marketplace provides both sides with the tools they need to break through these complexities enabling them to scale their businesses and meet their video advertising goals.”
http://adap.tv/