Collective acquires premium online video advertising network Web TV Enterprise

New York based firm, Collective has acquired the UK’s premium online video advertising network, Web TV Enterprise. Collective is a full service provider of media and technology solutions for display and video advertising. The deal comes six months after Collective expanded its operations into the UK. The investment was for an undisclosed amount.

Jamie Estrin, founder and managing director, Web TV Enterprise, said the promise of online video advertising lies in its ability to allow brand advertisers to engage with their audiences within the most appropriate content environments, where the most impact and opportunity exist. Estrin reiterated that Collective’s success in combining audience targeting and analytics with the most engaging advertising format available makes this a natural fit for the firm. The combined efforts will drive the advancement of online video advertising, said Estrin.

Collective expects the UK investment to further its position as a leader in delivering audiences to brand advertisers utilizing unified in-banner and in-stream video ad formats. Web TV Enterprise is the UK's largest premium online video ad network, representing many of the UK's leading web publishers and content owners.

A pioneer of the VOD (video on-demand) advertising space since 2006, Web TV presents advertisers with the widest range of premium video channels on the web, reaching more than 25 million UK viewers a month.

Joe Apprendi, CEO, Collective, noted that slow adoption of online video advertising has resulted in the format’s potential being left largely untapped with video companies remaining a small subset of overall television advertising spend. Apprendi said that unlike most video networks, Web TV’s revenues come largely from broadcast media budgets versus smaller digital plans. Collective expects this trend to accelerate in the UK, US and globally, said Apprendi.

In its Online Video Advertising Market Report based on a survey of UK media buyers, Web TV Enterprise revealed that more than seventy percent expected online video advertising to increase by twenty five percent over the next six months. The research also suggested digital buyers are responding to improvements in audience measurement techniques, which has long been an obstacle for many, as noted by eMarketer which reported 31 percent of UK advertisers said online video ads need better measurement.

Collective also makes available Internet Gross Rating Point (iGRP) reporting for all Collective video and display campaigns, making the integration a natural extension of Collective’s product suite as the company continues to align its business with meeting brand advertising objectives.

31st March 2011