plista

Placement vs Content: Key in Video Advertising

OnlineMarketing.de publishes an interview with Ilhan Zengin, CEO of ShowHeroes, discussing the evolving role of video advertising, especially within apps. Zengin argues that a duopoly exists between placement (where the ad appears) and content (the surrounding article or video), and that native, contextually relevant integration is essential. He notes significant potential in in‑app ad inventory but cautions that user privacy and semantic targeting pose challenges. The discussion covers ad formats beyond classic pre/mid/rolls, including Instream and engagement formats, and reflects on experiences from earlier campaigns (e.g., Plista) that struggled with scalability. The conversation also touches whether messaging apps like WhatsApp can become major ad channels and emphasizes balancing relevance with placement to maximize engagement. Overall, the interview advocates a placement‑first approach to video advertising in the app ecosystem, acknowledging privacy considerations and the need for contextual relevance.

Taboola Founder Adam Singolda on Growth and Competition

Adam Singolda, founder of content-discovery company Taboola, discusses the company’s origin, business model and market position in an OMR podcast. Singolda founded Taboola in July 2007 after service in the Israeli military; the platform places content-recommendation units at article-ends and earns CPC revenue when users click external content, sharing revenue with publishers. Taboola has grown to roughly 800 employees across about 14 locations, raised $117 million in its last large funding round at a valuation just above $1 billion, and is targeting approximately $1 billion in revenue for the year. Singolda names Outbrain and local players (Ligatus, Plista) as competitors but calls Facebook/Instagram the largest rival. He rules out an immediate IPO, stresses investment in video for mobile, describes tools to help publishers avoid dependence on walled gardens, and addresses quality, fake-news and merger rumours.

Global Ad Consumption: Desktop to Mobile

Plista commissioned an international comparison of digital advertising consumption, illustrated by an infographic published on OnlineMarketing.de and sourced from Absatzwirtschaft.de. The study shows how users are reached via desktop versus mobile across countries, with insights on usage environments. Globally, desktop accounts for 53% of ad impressions while mobile accounts for 46% (1% tablet). European differences include Germany, where mobile and desktop usage are roughly equal, and the UK, where mobile reaches 58% of ad consumption. Weekend patterns indicate mobile usage rises and desktop usage falls, with mobile overtaking desktop globally on weekends. Evening activity follows a similar pattern, with mobile ahead after about 7 pm; lunch hours (around 12–13:00) see a roughly 50% drop in ad consumption. The data—originating from October 2016 impressions—focuses on Australia, China, Germany, the UK, and the Netherlands and notes the latest OS usage across both desktop and mobile.