DENVER (September 17, 2012) – SpotXchange, Inc., the largest global marketplace of video ad inventory, today announced that First Call™ has seen more than 50 publishers start to use the service since its launch in February. This increase in publishers has added an average of 40 million daily impression opportunities into the SpotXchange market enabling advertisers to maximize the reach of granularly targeted campaigns and publishers to achieve higher CPMs.
First Call is a service that allows online publishers to capitalize on demand for premium video advertising inventory by brand advertisers via an exchange in a safe and transparent environment. This new service gives publishers the greatest choice and flexibility in determining the best way to set prices and maximize the value of their video inventory.
“First Call provides us with a no-hassle method of ensuring our premium inventory has the greatest chance of being auctioned off at the highest price,” said Kai Schneider, Director of Advertising Operations of Metacafe Entertainment Network. “The higher CPMs generated through First Call immediately helped to lift our overall ad revenue, allowing our sales team to focus on maximizing efficiency elsewhere.”
Since February, First Call has:
- More than 50 new publishers using the service.
- Incorporated key verticals of premium in-stream video ad inventory including news, sports, entertainment, music and casual gaming.
- Become an increasingly important source of publishers’ revenue – for some publishers their First Call channel makes up as much as 50 percent of their overall revenue.
- Enabled publishers to achieve significant increases to their average revenue, with one SpotXchange publisher experiencing a 293-percent increase in their US eCPM (effective cost per thousand impressions), a 1020-percent increase in their Australia eCPM and a 759-percent increase in their UK eCPM, all since launching its First Call channel
“First Call provides us the opportunity to sell our premium inventory to interested buyers programmatically, without cannibalizing our other sales channels,” said Chris Bruno, co-founder and executive vice president of HealthGuru. “We’ve been using First Call for the past five months and we couldn’t be happier with the results we’ve seen thus far.”
With SpotXchange First Call, a publisher sets minimum price floors in their self-service dashboard and places ad requests to the SpotXchange marketplace, first, before serving direct sold or ad network campaigns. SpotXchange then auctions the impression opportunity in real-time to hundreds of advertisers competing through its video ad exchange and the impression is sold to the highest bidder. If no bids meet the publisher’s minimum price, the impression opportunity is automatically passed to the publisher’s next buying point within a fraction of a second. First Call maximizes the revenue opportunity for each impression while preserving the secondary opportunities for monetization.
“The tremendous growth of publishers using First Call across the US, Europe and Asia Pacific demonstrates the value in giving publishers flexibility in the sale of their video inventory,” said Michael Shehan, president and CEO of SpotXchange. “Not only has First Call allowed advertisers to buy in a transparent and programmatic environment, it has enabled publishers to evaluate and justify increases in their rate cards, helping them to earn more revenue. Ultimately, we are helping to mature a young industry and educate them on the value of programmatic buying and selling of video.”
For more information or to sign up for First Call, please visit the publisher solutions section of the SpotXchange website.
With more than 200 million auctions per day, SpotXchange is the largest global marketplace of video ad inventory reaching 110 million unique visitors in more than 40 countries each month. The leader in video real-time bidding, SpotXchange connects thousands of online publishers with advertisers, agencies, trading desks and ad networks running top brand campaigns through its IAB-certified marketplace. SpotXchange shows premium publishers and more than 400 world class advertisers that there is a better way to buy and sell digital video — with solutions that guarantee total transparency, control, and the best targeting and real-time optimization tools available in a premium video exchange environment.