Limelight Network Adds Mobile-Centric Services
The optimization technology can be used with Limelight's own content delivery service or with that of another CDN provider. The Tempe, AZ-based company also announced the complementary LimelightAds, letting publishers place pre-, mid-, post-roll video and audio ads in mobile media.
The platform is compatible with major ad-serving services like DoubleClick DART and Microsoft's Atlas and is designed for running ads in mobile applications and video games as well as video.
It allows publishers to change ads dynamically or rotate multiple campaigns and advertisers within the same content category. The two new offerings from Limelight are based on technology the company acquired through its acquisition of Kiptronic in May. The San Francisco-based company's publisher partners included NPR, Fox, The Guardian, Condé Nast, The Economist, and NBC.com.
The new services are aimed at capitalizing on growing demand for mobile video and other media. "Consumer viewing habits are evolving rapidly with the expectation that media should be available not just at home, but on the go," said Bill Loewenthal, vice president and general manager, mobility and monetization solutions, Limelight Networks, in a statement. "As a result, many of our customers are looking at aggressively expanding the reach of their online media in the mobile arena."
While the proportion of mobile users who watch video on handsets remains small, Nielsen's Three Screen Report in May found that mobile video users were watching three hours and 37 minutes a month -- a higher level than monthly Web video use (3 hours a month).