IRVINE, Calif.--(BUSINESS WIRE)--Specific Media, a digital media company, today announced that it has surpassed historical video network leaders as well as portal and broadcast network behemoths to draw an audience second only to YouTube in size, according to the latest comScore Video Metrix data. The news coincides with the one-year anniversary of Specific Media’s entry into the video market through its acquisition of online video company BBE. Since then, Specific Media has been on an upward trajectory, growing its audience 242 percent to now reach over 80 million viewers each month.
Noting Specific Media’s continued video momentum, brands are partnering with Specific Media on their video campaigns more than ever. Nearly 25 percent of Specific Media’s clients now take advantage of the company’s ability to run integrated display and video campaigns — garnering compelling results in return.
For example, a leading telecom provider recently worked with Specific Media to run an integrated campaign that leveraged Specific Media’s ability to augment standard video campaigns. For incremental impact, display ads were used to reinforce core messages from the video creative. The smart approach paid off with a 75 percent view-through-rate for the client.
“As clients become more digitally savvy, they’re realizing that it’s less about shifting digital budgets from one medium to another and more about leveraging the benefits of each format and channel in complementary ways — in order to maximize the impact of each ad impression,” said Matt Wasserlauf, executive vice president of video platforms and services at Specific Media.
Specific Media has also made significant investments over the past year in data integration, increasing ad effectiveness and growing its video audience. In June, Specific Media announced a 46 percent increase in view-through rates as a result of having integrated its data and targeting technologies into its video offering, eclipsing the industry average by 92 percent. The company also helped diversify the video audience by partnering with more publishers — often helping them incorporate video capabilities for the first time — allowing Specific Media clients to scale video campaigns easily without inundating the same viewers with the same ads.
The company intends to make an even greater impact in the video market in 2012. Leveraging MySpace as a consumer brand destination that holds the world’s largest music video library, Specific Media’s leadership team will focus on creating and syndicating premium-quality video content that continues to attract growing audiences.
“When I entered this space, I knew that video was the future of advertising; but, I also realized that ad serving would only be half the battle — the real work would lie in creating a loyal audience,” added Wasserlauf. “Already having raised the standard by increasing effectiveness and with one of the largest video audiences in the world, Specific Media’s ability to address the content, distribution and monetization facets of the video market help ensure the company’s continued success.”
About Specific Media
Specific Media is a digital media company driving viewership for content owners, engagement for brands and relevance for consumers. With capabilities spanning original programming, cross-channel distribution and addressable advertising, the company connects audiences, content and brands, adding meaning to each touch-point. As people discover new ways to consume content, Specific Media creates impactful media experiences no matter where they are.