U.S. online ad network Collective, which recently opened its doors in the UK, has acquired Web TV Enterprise, which claims to be the UK’s largest premium online video ad network. Details of the deal weren’t disclosed.
It follows just weeks after Collective bought video advertising platform Oggifinogi.
Web TV Enterprise has been in the video on-demand advertising space since 2006 and says it reaches more than 25 million UK viewers a month. Collective says the acquisition is part of a strategy designed to cash in on ad spend moving from broadcast video to the web.
Joe Apprendi, CEO, Collective, says: “Unlike most video networks, Web TV’s revenues come largely from broadcast media budgets versus smaller digital plans. Our acquisition of Web TV will allow us to tap video’s incredible potential and further strengthen our rapidly expanding capabilities.”
Web TV’s own survey of UK media buyers revealed that more than seventy percent expected online video advertising to increase by twenty five percent over the next six months, says the company.
“The research also suggested digital buyers are responding to improvements in audience measurement techniques, which has long been an obstacle for many, as noted by eMarketer which reported 31 percent of UK advertisers said online video ads need better measurement.”