Marc Lomas is the Commercial Director of Cadreon Australia, here he talks about the recent launch of the Cadreon Video Marketplace and how the demand for online video is growing rapidly from both consumers and advertisers in the Australian market. He also predicts that next year the Australian market will finally start to see advertisers and agencies start to shift decent proportions of TV budget into online video.

You recently announced the launch of Cadreon Video Marketplace. Being an independent online performance business what does this mean for your clients?

Simply, it means delivering clients the most bang for their buck. We can now deliver access to global wholesale inventory plus specific premium Australian inventory all managed and controlled through a centralised platform with robust market-leading analytics and data.  Being part of one of the most progressive global trading desk solutions provides Cadreon access to DSP partners, technologies and inventory that are not available to other Australian agencies.

How does working across different platforms and dsps give advertisers an advantage over other online video marketplaces?

The truth is there is no one leading solution currently in market. Each platform has it strengths and weaknesses. This aggregation approach allows Cadreon to create a custom solution around each client/campaign using the best and most suitable aspects from each platform whether this is features, inventory, platform fees, algorithms, optimisation potential and so on.

How will Cadreon source its online video inventory on a local and global basis?

Through our DSP partners we have direct connections into all the current global video ad-exchanges. In addition we are leveraging Mediabrands relationships with premium Australian publishers to build out further inventory. All partners will be required to connect into the Cadreon platforms to ensure centralised management, reporting, analytics and data management.

What demand is there for online video within the Australian market? Advertisers? Consumers?

Demand for online video is growing rapidly from both sides of the spectrum, yet this demand is amplified tenfold at the quality tip of the inventory pyramid. Consumer demand for video content is naturally growing through changes we are all seeing within technology, consumer choice and media fragmentation. Advertiser demand is growing but it will accelerate significantly once clients understand they can tap into premium brand-safe content efficiently, at scale, with exact targeting through the use of data and at a comparable cost point to TV.

Will Cadreon’s Video Marketplace offer online video on an RTB basis?

Yes. The Cadreon philosophy is to keep our advertisers’ interests at the core of what we do and therefore we only buy inventory in real-time. We do not pre-buy bulk inventory and simply mark it up (arbitrage) as inevitably this inventory will need to be sold at some point whether it is in the advertisers interest or not.

What trends and insights can you share about Australia’s online video market over the next 12 months?

It will be a very interesting year ahead. Internet-delivered content will grow significantly and while the current destination is the PC this will increasingly shift to the tablet and TV. YouTube is tipped to be launching a scheduled video service to capitalise on this trend. Next year we will finally see advertisers and agencies shifting decent proportions of TV budget to online video. Combine this with multi-screening, brands embracing made-for-web content in a bigger way, smart TV’s, internet speeds, standardisation and increasing interactivity of advertising and -- Houston, we have lift off.

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