Videoplaza launches Aunia - the world’s first private video marketplace for broadcasters

written by: Richard Kastelein

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auniaVideoplaza has just announced the launch of Aunia, the first private video marketplace for broadcasters. Aunia, launching in Spain, will bring together the country's largest commercial broadcasters, into an invitation-only club where they can place their inventory to ensure it is valued, and trade it programmatically.

Aunia, which beta launched last month, will also give brands access to the broadcasters' premium inventory via their media agencies enabling them to buy inventory in a brand safe environment. Brands signed up so far include Honda, Hyundai, Kia, Mercedes Benz, Pernod Ricard, Peugeot and Red Bull.

According to VideoAdNews:
The product will first be launched in the Spanish market with ‘four of Spain’s largest commercial broadcasters’, although Videoplaza say they won’t be able to disclose the names of the broadcasters and agency/DSP partners until the official launch.
Speaking to VAN, Maria Flores, VP of New Business, said,
“Publishers in Spain are understanding the opportunities and efficiencies that programmatic advertising is bringing to the table, so they want to tap into programmatic budgets. We think a club model works so that broadcasters can protect the value of their inventory and maintain CPMs. Joining forces will make broadcasters stronger as they can offer unrivalled scale and quality, and their advertisers will no longer have to dilute the quality of their buys with long tail inventory.
”When asked why Spanish broadcasters are taking a lead in this area, Flores said that the state of the Spanish economy has been a contributing factor. “While video in Spain has been rapidly growing, the economic situation resulted in a deceleration of the market, so everyone has had to be a bit more creative,” she added.
On the technology side, Videoplaza are using an undisclosed third party provider for the RTB component of the exchange while Videoplaza’s technology will be used for ad serving, although a source at Videoplaza confirmed they haven’t ruled out building their own technology in the future.

And from VideoNuze:
The initial two broadcasters, which comprise 4 channels, have each committed to provide 40 million monthly video impressions to create sufficient scale in Aunia from the start. Other broadcasters are anticipated to join shortly. Sorosh said Aunia won't have a sales team per se, but rather a team of evangelists who work with the buy side to explain Aunia's benefits and who work with the broadcasters to ensure proper integrations. 

About the Author

Richard Kastelein
Founder of The Hackfest, publisher of TV App Market and global expert on Media & TV innovation, Kastelein is an award winning publisher and futurist. He has guest lectured at MIT Media Lab, University of Cologne, sat on media convergence panel at 2nd EU Digital Assembly in Brussels, and worked with broadcasters such as the BBC, NPO, RTL (DE and NL), Eurosport, NBCU, C4, ITV, Seven Network and others on media convergence strategy - Social TV, OTT, DLNA and 2nd Screen etc.

He is a Fellow of the UK Royal Society of Arts (RSA) and UK Royal Television Society (RTS) member.

Kastelein has spoken (& speaking) on the future of media & TV in Amsterdam, Belfast, Berlin, Brussels, Brighton, Copenhagen, Cannes, Cologne, Curacao, Frankfurt, Hollywood, Hilversum, Geneva, Groningen (TEDx), Kuala Lumpur, London, Las Vegas, Leipzig, Madrid, Melbourne, NYC, Rio, Sheffield, San Francisco, San Jose, Sydney, Tallinn, Vienna, Zurich...

He's been on advisory boards of TEDx Istanbul, SMWF UK, Apps World, and judged & AIB awards, Social TV Awards Hollywood, TV Connect & IPTV Awards.

A versatilist & autodidact, his leadership ability, divergent and synthetic thinking skills evolved from sailing the world 24000 miles+ offshore in his 20′s on sailboats under 12m.

He spent 10 years in the Caribbean media & boating industry as a professional sailor before returning to Europe, to Holland.

A Creative Technologist and Canadian (Dutch/Irish/English/Metis) his career began in the Canadian Native Press and is now a columnist for The Association for International Broadcasting and writes for Wired, The Guardian & Virgin. His writings have been translated into Polish, German and French. 

One of Kastelein's TV formats was optioned by Sony Pictures Television in 2012. 

Currently involved in a number of startups including publishing TV App Market online, The Hackfest and Tripsearch TV. As CSO for Worldticketshop he helped build a $100m company.

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