Adap.tv Announces an Industry First: AdAge has a good write up where they say “For years, online advertisers have used online ad exchanges to buy display advertising. But now exchanges are also coming to the more complex and fractured world of online video. Adap.tv, a 3-year-old Silicon Valley video ad-serving company, has opened the doors on the first online video ad exchange, and is expected to announce as much Tuesday [2/16]; Gannet, Demand Media and dozens of local TV stations are trying it out, as well as Publicis Groupe’s Vivaki and Omnicom Group’s OMG Digital.” The article talks about how this near real time system is so revolutionary compared to how regular TV ads are done, months or seasons in advance. Kudos to Adapt.tv!

Justin.tv Part of Fund Raising in the UK: UK personality Tim Shaw is live on Justin.tv closed up in a box. He refers to it as Man in Box and he’s in there for 30 days unless using Google maps and clues, Brits find him before that. There’s a prize if you find him, and funds raised will go to Help for Heros (a UK organization that raises money for wounded soldiers). An interesting cross between reality tv on the web, helping veterans and .tv. Thanks Justin.tv!

Watch live video from Man In Box on Justin.tv
Cisco’s Predictions on Mobile Video: Cisco recently released one of their reports that tries to predict traffic into the future. They had a number of things about video that I thought were interesting:

• Almost 66 percent of the world’s mobile data traffic will be video by 2014.
• Mobile video will grow at a CAGR of 131 percent between 2009 and 2014.
• Mobile video has the highest growth rate of any application category measured within the Cisco VNI Forecast at this time.
• Video will be responsible for the majority of the traffic growth between 2009 and 2014.
• Overall mobile data traffic is expected to grow to 3.6 exabytes per month by 2014, and over 2.3 of those are due to mobile video traffic.

ComScore Shows There’s Lots of Room for Video Sites: Yes, YouTube gets the majority of the traffic at 26% of time spent, but the next 24 spots only add an additional 22% according to a recent report from ComScore. That leaves over half of all time spent — 52% is in the tail. If you use videos watched as the metric, the second company on that list is already into low single digits (Hulu at 3%); and by the time you get to the 9th position on that list, you’re below single digits (CBS Interactive at .9%). So this story of video on the web is just beginning with lots of changes and growth to come. Great for .tv. Stay tuned.

Half of NetFlix’s Customers Stream to their TV: The Diffusion Group issued a press release on a report they recently did which says 1/2 – yes that’s 50% – of their large base is using the “Watch Instantly” option on their TVs. No, this isn’t the lone college student streaming to their laptop (though they do have that demographic too). This refers to someone who bothered to buy a box to make it easy, or hack a way to get the stream from the Internet onto a TV (full disclosure, I’m one of the box variety). What does this say for the over the top option for video on the web in the near future?