» Leading UK video ad network, WebTV Enterprise, released a report this week about the state on the online UK video ad market. The survey suggest that media planner buyers here are warming to the format with video advertising now making up three per cent of the TV ad market. The number of campaigns has also tripled in the last six months. Media buyers are now recognising the potential of targeted audiences online, and are allocating media buying budgets accordingly. The majority of those surveyed expect media spend on video advertising to increase by at least 50% in 2010. Despite the growth, campaigns remain small: agencies are typically spending between ten and twenty-five thousand pound. Chicken feed compared to some of the big TV campaigns. But there should be acceleration in growth as viewing habits change, and more video content becomes available. For publishers video advertising is good because it generates higher CPMs. This space is about to get a lot more interesting. [Web TV Market Report]

» Rubicon announced yesterday it was entering into the mobile ad market. Following in the footsteps of Admeld and Improve Digital, TRP is aiming to help publishers manage yield across unsold mobile inventory. Rubicon has partnered with m0cean Mobile, a mobile advertising platform, allowing publishers to manage its online and mobile display advertising through its REVV Marketplace. This is an interesting move. I expect all three to come out with a similar offering for video later in the year as they look to become the publisher’s main sales channel for all unsold inventory. The mobile space is becoming incredibly competitive. As well as the arrival of the three yield optimisation specialists you already have two large ad network optimisers in the European market, namely Yoc and Smaato. They are all now going to be fighting for the attentions of premium publishers and mobile ad networks alike. And we shouldn’t forget Google in all this. Soon to be owners of Admob, and with new Dart ad server products now available for agencies and publishers, Google look set to become the biggest player in this market. New entrants into the market will also need to be aware of a developing trend in the mobile display space: premium publishers are being very selective about what inventory they give ad networks and are keen to keep a tight rein on their available ad impressions. Quite a few publishers have deliberately chosen not to work with ad networks, as they look to sell directly to agencies and advertisers. [The Rubicon Project]