New partnership will enable advertisers to add scale and simplicity to video campaigns in the ANZ region.

MediaMind, a division of DG and leading independent provider of integrated digital advertising solutions, announced last week a strategic regional partnership with Adap.tv, a world leader in programmatic video advertising, which aims to provide greater efficiency to advertising partners in Australia and New Zealand.

The new agreement supports the integration of MediaMind’s video ad serving and campaign management capabilities into the Adap.tv Marketplace, providing media buyers with a single platform to deliver video ads across multiple screens.

Carolyn Bollaci, Regional Vice President for ANZ of MediaMind, comments: “As our agency partners look to expand their in-stream video advertising buys, this new partnership deal brings them access to a major pool of video inventory at group buying rates.”

Adap.tv will also become a member of MediaMind’s Strategic Partnership Program. This provides Adap.tv with access to MediaMind’s production team to enable Adap.tv to build custom rich media creative assets on a cost-per-project basis, among other benefits.

Phil Duffield, Managing Director of Adap.tv in ANZ, says the partnership with MediaMind enhances the objective of simplifying the process of multi-channel delivery of video advertising. “Our programmatic approach to campaign development meets the needs of a market adapting to emerging channels. Now, working with MediaMind, our combined client base will find it easier to deploy that content, irrespective of the device or screen size.”

Founded in 2007, Adap.tv is the largest video advertising platform connecting hundreds of advertisers and thousands of publishers worldwide. It offers businesses an automated way to buy, sell and manage video advertising inventory across multiple sources and screens from a single interface. Headquartered in California, it opened its first Australian office in Sydney in March 2012.

“Adap.tv’s sophistication in video also gives us more power to shift agencies beyond the easy TVC placements that are prevalent in this region, to trialling the more advanced, purpose-built, in-stream video ads that we know deliver stronger results elsewhere in the world,” summarised Bollaci.