Newsletters
Customer Relationship Management News NewsFactor Sites:       NewsFactor.com     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
   
Home CRM Systems Customer Service Contact Centers Business Intelligence More Topics...
Customer Service
Tame your scariest paperwork. Find Out How
Average Rating:
Rate this article:  
Opera Software To Buy Startup AdColony
Opera Software To Buy Startup AdColony

By Paresh Dave
July 16, 2014 9:38AM

Bookmark and Share
The ability to get video ads loaded faster on mobile devices has earned startup AdColony millions. Now, the company is being acquired by Opera Software. Opera, which offers a speedy Internet browser that's popular in developing countries, says the addition of AdColony will make its own online ad unit more appealing to advertisers.
 



Tap to watch a TV show clip on Lifetime's iPad app, and a high-definition video ad for the Home Depot begins playing, it seems, even before your finger has left the screen.

Shaving milliseconds to get that and thousands of other video ads loaded faster on mobile devices has earned a Brentwood [California] start-up millions. In a recently announced deal expected to close this fall, AdColony is being acquired by Opera Software of Norway for as much as $350 million. Opera, which offers a speedy Internet browser that's popular in developing countries, says the addition of AdColony will make its own online ad unit more appealing to advertisers.

As consumers spend more of their day staring at smartphones and tablets and fewer minutes in front of TV screens, advertisers want to shift with them. The ballooning market for ads in apps is expected to propel spending on mobile ads this year past the amount spent on radio and printed ads and ever closer to TV's sum, the research firm EMarketer said this month.

But moving video ads from TV to small screens has often produced shoddy results, marred by poor quality and frustrating buffering. AdColony says its computer code and infrastructure to broadcast high-definition, interactive ads has set it apart, keeping consumers, app makers and advertisers happy.

"Mobile is all about a snappy user experience," said Nikao Yang, an AdColony senior vice president. "If you're not delivering within three seconds, your user is gone."

The 100-person company, spread across seven cities, transmits ads for companies such as Nike Inc., Coca-Cola Co. and Toyota Motor Corp. to apps that include ABC News and Flixster and games from "Angry Birds"-maker Rovio and "Clash of Clans"-developer Supercell.

Ad-buying agency Horizon Media Inc., whose clients include Geico, Capital One and Jack in the Box, is booking business "in the millions" with AdColony at a rapid rate of growth.

Donald Williams, Horizon's chief digital officer, said AdColony's narrow focus on video quality and performance attracted clients. Being able to pay per engagement, rather than view, kept them hooked.

"It's a simple combination, but a rare combination of great performance technology meets a great advertising buying platform," Williams said.

In 2008, AdColony began as a competitor to many of the apps. As one of Apple's launch partners for the App Store, the company then known as Jirbo Inc. developed what became 14 of the top 200 apps on Apple's App Store by 2011. But as Jirbo sought to make money from its apps, sales agents realized video ads turned out grainy or would suddenly freeze. (continued...)

1  |  2  |  3  |  Next Page >

 


© 2014 Los Angeles Times (CA) under contract with NewsEdge. All rights reserved.
 

Tell Us What You Think
Comment:

Name:

Larry:

Posted: 2014-07-17 @ 9:41am PT
I have watched enough video ads, I would probably be more likely to watch a whole ad if it video quality was better.



Salesforce.com is the market and technology leader in Software-as-a-Service. Its award-winning CRM solution helps 82,400 customers worldwide manage and share business information over the Internet. Experience CRM success. Click here for a FREE 30-day trial.


 Customer Service
1.   Watson's First Consumer-Facing Gig
2.   Social Media Haters Speak Up
3.   Comcast Customer Service Fiasco
4.   'May I Help You?' Asks Jibo the Robot
5.   Why You Need To Hire a CCO


advertisement
Social Media Haters Speak Up
Survey says, now showing a little love.
Average Rating:
Comcast Customer Service Fiasco
Lessons to be learned for all companies.
Average Rating:
T-Mobile Accused of Bogus Fees
FTC has filed a lawsuit for overcharges.
Average Rating:
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Researchers Working To Fix Tor Security Exploit
Developers for the Tor privacy browser are scrambling to fix a bug revealed Monday that researchers say could allow hackers, or government surveillance agencies, to track users online.
 
Wall Street Journal Hacked Again
Hacked again. That’s the story at the Wall Street Journal this week as the newspaper reports that the computer systems housing some of its news graphics were breached. Customers not affected -- yet.
 
Dropbox for Business Beefs Up Security
Dropbox is upping its game for business users. The cloud-based storage and sharing company has rolled out new security, search and other features to boost its appeal for businesses.
 

Enterprise Hardware Spotlight
Watson Gets His First Customer Service Gig
Since appearing on Jeopardy, IBM's Watson supercomputer has been making a living using his super-intelligent knowledge base for business verticals. Now, Watson's been hired for his first customer service job.
 
Tablet Giants Apple and Samsung Feel the Heat
When a company saturates its home market with a once-hot product, expect it to pump up efforts elsewhere. Apple, for its part, is now pushing iPads to big corporations and the enterprise market.
 
Microsoft Makes Design Central to Its Future
Over the last four years, Microsoft has doubled the number of designers it employs, putting a priority on fashioning devices that work around people's lives -- and that are attractive and cool.
 

Mobile Technology Spotlight
Samsung Postpones Launch of Tizen Phone
The possibility that the Tizen operating system can survive is dropping. So the scheduled third-quarter launch in Russia of the Samsung Z smartphone, which is designed for the mobile OS, is being postponed.
 
Verizon Plans Throttling for 'Unlimited' Bandwidth Hogs
In what could be an opportunity for competing wireless carriers, Verizon is throttling data speeds on unlimited 4G plans because of more consumer demand for high-speed data networks.
 
Tablet Giants Apple and Samsung Feel the Heat
When a company saturates its home market with a once-hot product, expect it to pump up efforts elsewhere. Apple, for its part, is now pushing iPads to big corporations and the enterprise market.
 

Navigation
CRM Daily
Home/Top News | CRM Systems | Customer Service | Contact Centers | Business Intelligence | Sales & Marketing | Customer Data | CRM Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.