Exponential South Africa launches AdoTube in-stream video solution as its 4th division

  • April 24, 2013

Already proven to exceed industry CTR benchmarks in other markets, Exponential SA offers AdoTube from today.

South Africa, Johannesburg – April 24, 2013 – Exponential Interactive, the global provider of advertising intelligence and digital media solutions to brand advertisers, is launching its latest division AdoTube, offering in-stream video advertising solutions to Spanish advertisers and their media agencies.

The company, which owns global display advertising provider Tribal Fusion, engagement video platform Firefly Video and mobile rich-media division Appsnack said it has chosen to launch AdoTube in response to both advertiser demand coupled with results the division has achieved for clients in other markets.

Video, once an expensive and cumbersome format for Web users in South Africa, is quickly moving into the mainstream. In the US alone, online video ad spending can be expected to double its share of the digital advertising market from 7.9% in 2012 to 15% in 2016, according to data from eMarketer. This year alone, online video ad spending in the US will increase by 55%.

With extensive capabilities in display, video and mobile, the Exponential team will now be offering even more ways to meet the needs of specific target audiences at the right moments through AdoTube. Already servicing clients in markets such as US, UK, South East Asia, Australi and Middle East, Exponential has seen fantastic results obtained on behalf of brands with this in-stream dedicated division.

Learnings gleamed from the latest Global Format Index report show that interactive pre-rolls drive the highest CTRs and AdoTube exceeds industry CTR benchmarks across all markets, with the UK and Canada being 86% and 64% higher respectively.

Standard pre-rolls on an average video completion rate of 64% with the Interactive pre-roll average close behind at 55% during 2012.

“We are delighted to offer AdoTube to the African advertising market” commented David Barnard, Country Manager of Exponential Interactive. “It is easy for planners to understand the concept due to its similarity with TV, and brands are looking for new ways to interact with consumers. This tried and tested in-stream proposition is a perfect way to tap into audiences at scale with rich engaging creative and I look forward to seeing the take up from brands in our market”.

Central to Exponential’s solutions is the proprietary e-X Advertising Intelligence Platform. It processes 80 billion user events from more than 450 million users worldwide every month, identifies a variety of precise audience segments, and enables the delivery of compelling campaigns across media and device. Audience segments can be booked across all devices using the company’s ‘audience engagement divisions’ Tribal Fusion, Firefly Video, AdoTube and Appsnack. Creative services, comprehensive reporting, and the unique ‘Deep Dive’ audience, insights, modeling and segmentation tool complete the company’s suite of solutions.

* comScore Inc., November 2012
**emarketer, Global intelligence report 2012