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Exponential Interactive

Exponential’s new video formats: one brand experience across screens

Exponential Interactive, one of the largest leading global providers of digital advertising solutions, reaching more than 600-million users each month, has announced the launch of its proprietary, scalable video ad formats, VDX.

VDX was developed with the ultimate purpose of building on the advantages of television and video ads and enriching them with the benefits of digital advertising – namely, the abilities to target consumers who are most relevant to a brand, and for those consumers to choose to interact with the brand through an immersive, video-centric experience.

As access to the internet improves across South African households, video advertising will continue to grow, increasing pressure on marketers to use digital video effectively and provide more immersive brand experiences. Exponential South Africa has seen growth of 120% in online video revenue since 2012, an indication that significant growth is expected in the coming years.

With the proliferation of digital devices, advertisers have struggled to connect with consumers at scale via video on these devices. Solving this for the first time, VDX is made available across multiple types of media – from in-page display to mobile (tablet and phone) and in-stream – and provides the same brand experience across these devices to ensure full brand immersion and consistency.

Examples of Exponential’s VDX formats can be seen here.

“Video is the most powerful vehicle to communicate a brand’s message,” said David Barnard, country manager South Africa for Exponential. “However, when consumers lean forward and choose to engage with a brand’s video messaging, it is a much more positive, influential experience than the passive, lean-back experience that is typically associated with forced, non-interactive, one-way TV ads or pre-roll video.”

Further, VDX is built on top of Exponential’s audience platform, which introduces a hyper-granular level of audience targeting that has never been associated with TV or pre-roll ads. Its platform ingests more than 2-billion user events per day, aggregates and segments consumers based on their interests in over 50,000 topics, and uses this data to build lookalike audience models to reach the consumers who are most likely to become receptive customers of the brand.

With VDX delivering a single video experience across multiple channels, Exponential has decided to combine its display, mobile and in-stream divisions – formerly known as Tribal Fusion, Firefly Video, Appsnack and Adotube.

About Exponential Interactive

With more than 14 years’ experience providing high-impact rich media formats and proprietary audience targeting solutions, Exponential is uniquely positioned to deliver VDX at scale across several media:

  • 2001: Exponential begins with legacy display advertising network Tribal Fusion.
  • 2010: Firefly Video is launched, a digital video advertising solution that delivers the active attention of advertisers’ target audiences to drive engagement and brand lift.
  • 2011: Exponential’s e-X advertising Intelligence Platform ingests 2-billion user events per day and allows for building powerful audience models to reach audiences that are most relevant to a brand.
  • 2011: Adotube is acquired, an in-stream advertising technology and services provider for the multiscreen video industry.
  • 2012: Mobile solution Appsnack is launched to help brands and their agencies build rich, engaging, app-like creative experience.
  • 2013: Intensive tech integration completed, fusing together all platforms to ensure flawless ad delivery across multiple screens and formats.
  • 2015: All components united to deliver a complete multi-screen video engagement solution delivered to the most relevant audiences for a brand.
FPB FIlm and Publication Board

Online content regulation: FPB publishes draft policy

On March 4 2015, the Film and Publication Board (FPB) published its Draft Online Regulatory Policy, thereby opening the process for public consultation on a proposed framework to give effect to the Film and Publications Act in relation to online content distribution in South Africa.

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South African online visitor data: March 2015

The IAB SA and Effective Measure online visitor statistics for March 2015 show that 37.3-million unique browsers – of whom 30.2% were between 20 and 29 years old – were responsible for more than 1.07-billion page views on South African websites.

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South African online visitor data: March 2015

The IAB SA and Effective Measure online visitor statistics for March 2015 show that 37.3-million unique browsers – of whom 30.2% were between 20 and 29 years old – were responsible for more than 1.07-billion page views on South African websites.

Read More

IAB SA flash poll looks at travel and the internet in SA

The latest IAB SA and Effective Measure flash poll measured public responses in South Africa on topics such as browsing holiday destinations and booking online; the types of holidays people are booking; the travel articles they like to read; and much more. 

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Unique Browsers
Avg time on site



Ten key steps to trusted analytics data

Most websites use web analytics tools from third-party suppliers to count their traffic. These services offer website publishers a variety of different and variable settings, many of which are critical to the final statistics that are reported.

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The IAB South Africa, established in May 2003, hosted the first annual IAB Digital Summit in Newtown, Johannesburg, on February 19 2015.

The event featured high-level local and international industry speakers – Mark Slade, Chris Clarke, Gregor Waller, Ali Jafari, Dmitry Shishkin, David Doty, Ido Yerushalmi, Eyabo Macauley and David Sable – who focused on a range of topics and presented interactive, engaging content that touched on all aspects of digital.

The IAB Digital Summit was followed by the Bookmarks Awards on the evening of February 19.




The Bookmarks Awards is an IAB SA initiative that celebrated its seventh year in 2015. These are the local digital industry’s highest-calibre awards aimed at identifying and rewarding excellence in digital creative work and execution, benchmarked against international standards and measurable results as judged by our host of local and international judges.

This year, the Bookmarks event formed part of the first annual IAB Digital Summit. The awards ceremony took place on the evening of February 19 2015 at the Turbine Hall in Newtown, Johannesburg.

View a list of all the 2015 Bookmarks winners.




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