Observed Signal · Sep 10, 2015 · Product Launch · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Positive
Improve Digital launches In-Page Video product
Amsterdam/München, 10 September 2015: Improve Digital announced the launch of its new In-Page Video product, enabling publishers and advertisers to embed programmatically optimized video ads within editorial content on both desktop and mobile, with 100% visibility. Media owners gain a new revenue stream and demand partners access to premium formats. The company had previously integrated an In-App Video feature, expanding video monetization across devices. Joelle Frijters, Co-Founder and CEO, highlighted rapid growth in programmatic video spending (172% annually) and a projected $9.5 billion digital video market for 2016. Invested alongside parent Swisscom, Improve Digital is also testing IPTV inventory monetization and released a Video Market Map for Europe.
Demonstrates significant expansion of programmatic video capabilities and potential revenue impact within the AdTech ecosystem.
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Key Takeaways & Evidence Grounding
- Launch of the In-Page Video product enabling video ads within editorial content on desktop and mobile (100% viewability).
- In-Page Video and In-App Video features allow publishers to monetize, optimize, and granularly control content across devices.
- Joelle Frijters stated programmatic video spend grows 172% annually and the 2016 digital video market is expected to reach $9.5 billion.
- Improve Digital continues investing with parent Swisscom and is testing IPTV inventory monetization; released a Europe Video Market Map.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Swisscom Launches Kids Security Powered by Ohana
Swisscom, Switzerland's largest telecom operator, has launched a new parental control app called Kids Security. The technology behind the app is supplied by the Austrian startup Ohana, based in Linz. Ohana provides and operates the white-label platform, which Swisscom offers under its own brand. The app includes features such as screen time management, app checks for age appropriateness, a learning mode to reduce distractions, location sharing, and usage statistics with expert recommendations. The service costs CHF 4.90 per month (about €5.20), with a 50% discount for the first six months, and is available for an unlimited number of children and devices, provided at least one household member has a Swisscom mobile subscription. Ohana's CEO, Christian Orgler, highlights the importance of involving children in the process and sees this as a significant step for the startup's B2B business. Ohana already has a partnership with the Austrian telecom Drei, but the Swisscom deal is its first white-label offering. The startup faces competition from built-in parental controls from Apple and Google, as well as other parental control apps.
Mona and Mateo Launch Swisscom Youth Discount Campaign
Swiss creative agency Mona and Mateo has developed the launch campaign for Swisscom's new youth discount 'Young Benefit'. The campaign is running across Switzerland on OOH, DOOH, cinema, online, and social media. The central design element is a split-screen visual that plays with the contrast between half price and full network coverage. The split-screen mechanic is adapted per channel; in cinema, the split screen is played acoustically and visually across the two halves of the auditorium, while in the audio spot, voices are distributed across left and right audio channels. The campaign aims to communicate the offer in a way that resonates with young people, who may have smaller budgets but high expectations.
Swiss Brands Take Cautious Approach to ChatGPT Advertising
OpenAI has expanded ChatGPT advertising to 31 European markets, including Switzerland, about ten days before this report. However, major Swiss advertisers remain cautious: McDonald's, Aldi and Denner said they do not currently plan to advertise on ChatGPT, while Swisscom, Coop and Migros are still evaluating the formats and pricing. Media agencies confirm strong interest but few concrete booking requests. Omnicom and Havas, both OpenAI partners, note that brand-safety and compliance guidelines must be finalized before budgets move. Experts expect little short-term shift in ad spend, citing Google's strong distribution power and its AI Mode ads. A research institute estimates the US chatbot ad market could reach $5.4 billion by 2030. Agencies see ChatGPT as suitable for performance-oriented, research-heavy categories such as travel, e-commerce and technology, but unsuitable for luxury or B2B campaigns targeting high-income decision-makers, since ads appear only in free and low-cost ChatGPT tiers.
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