AerServ is the only mobile-first video mediation platform and by joining Neustar’s real-time information services capabilities and audience targeting technology, the new alliance is poised to take advantage of the US mobile video ad spend projected by eMarketer to reach $6 billion by 2018.
Despite the growing demand for video ad inventory, advertisers are finding it challenging to find quality video ad inventory and apply data to facilitate mobile targeting.
Michael Schoen, Vice President of Marketing Services at Neustar, told brandchannel about the partnership: “AerServ was looking for a way to make its in-app video inventory more appealing to buy-side partners. AerServ began to leverage Neustar’s industry-recognized AdAdvisor solution for high-quality audience targeting.”
Brand advertisers and marketers—especially in the consumer packaged goods, retail, demographics and lifestyle affinity categories—can use mobile video to better target and reach their chosen audience.
Schoen said that the biggest overall brand lift from this partnership comes from AerServ being a part of Neustar’s Certified Mobile Media Partner Program. “This means Neustar has validated AerServ’s mobile video inventory to our authoritative household identities. Ultimately, the certification brings more visibility for AerServ to the agencies and trading desks and lets our partners know that Neustar’s data is also prominent in the mobile video environment.”
Founded in 2103, AerServ was built with a publisher-first mentality. brandchannel asked Schoen how video has changed the business of data registries and data-driven insights. “Engagement metrics in video are different than traditional desktop display ads, so being able to deliver the right message to the right audience is critical to achieve higher completion rates,” he said. “There is plenty of video inventory out there, but the biggest challenge is finding quality inventory that is priced fairly and also performs well.”
“As users continue to spend greater amounts of time on their mobile devices daily, marketers have a huge opportunity to engage with target audiences,” said AerServ CEO Josh Speyer, in a press release. “Mobile creates a more intimate video experience, and with Neustar we’re able to more accurately connect with key consumers.”