Video inventory management platform SpotX has released its full year 2016 growth figures, noting significant growth from its advanced ad serving and OTT video business streams.
The Denver-based company, which significantly expanded its footprint in Asia Pacific and Europe in the past year, saw media spend transacted through its platform grow 33 per cent year on year in 2016. Headcount grew 26 per cent year on year and the number of media owners using SpotX’s platform increased by 56 per cent.
SpotX said the growth shows an expanding and more strategic use of the principles of programmatic in video, with the use of automated inventory management expanding to tag-based direct deals between media owners and advertisers. SpotX’s modern ad serving platform blends programmatic and direct deals, giving media owners a single platform to manage all demand sources.
“We’re seeing a continuing expansion and sophistication of automated monetisation in the video space as media owners look for ways to maximise their video yield,” said Mike Shehan, CEO and Co-Founder of SpotX. “Around the globe, media owners are looking to advanced ad server technology and a blend of transaction styles to get the most out of their precious video assets. These trends have driven shifts within our business towards more private marketplaces and direct deals, as well as growth in new areas such as Curated Marketplaces and connected TV.”
SpotX’s Growth Milestones – FY 2016
Commenting on the results in the UK, Léon Siotis, Managing Director for the UK and Southern Europe, explains, “2016 was a good growth year for SpotX in the UK and Southern Europe. We have more than doubled the size for the team and more publishers in the region have been adopting the SpotX platform – including, Time Inc, International Business Times and Dingit, – and there has been a 50 per cent increase in number of publishers utilising the SpotX software in 2016.”
In addition, Alex Merwin, SpotX VP International, added thoughts on the company’s operations in Asia, “eMarketer predicts that digital media will grow to become 53.5 per cent of total media investment by 2020 and programmatic video markets within the Asia Pacific region are still developing. Recent developments show its potential to become the largest international region for video investment.”
Merwin continues, “Insular markets like Japan, China and South Korea have major players now activating video ad servers with modern infrastructure, with Cheetah Mobile (China) and AnyPoint Media (South Korea) adopting SpotX. South East Asia is more nascent, but broadcaster adoption like MediaCorp (Singapore) and BHD (Vietnam) represent strong wins for SpotX. To support this growth the team – distributed between Sydney, Singapore & Indonesia – has grown from 10 to 18 in the past 12 months.”