• by Mark Walsh  @markfwal, September 15, 2009

Ad network VideoEgg has introduced a new program that enables brand advertisers to extend its AdFrames rich media format to sites outside its network as part of broader media buys with VideoEgg.

Through VideoEgg ToGo, advertisers running campaigns on the ad network spanning some sites can incorporate ad creative as well as related ad-serving and reporting services into display ad space on any third-party site at no extra cost. Typically, advertisers have to pay extra to get the same ad creative worked into formats on other sites or networks.

VideoEgg's AdFrames platform offers rich media display units of varying sizes that expand to screen-size when rolled over to show a video. Advertisers pay on a cost-per-engagement basis, or only when users interact with ads by watching a video, playing a game or taking some other desired action.

"Our goal with VideoEgg ToGo is to enable advertisers to fully maximize the value of the AdFrames experience by taking it anywhere on the Web," said Troy Young, VideoEgg's chief marketing officer, in a statement. Essentially, VideoEgg is throwing in some rich media impressions from its network for free as an added benefit to agencies and advertisers.

So if an advertiser spends $100,000 with VideoEgg, that marketer might get 75 million rich media impressions to run for free. With average CPMs of $1, the company estimates VideoEgg ToGo will save advertisers tens of thousands in rich media costs on a typical buy.

Among the agencies to take advantage of the program so far are Carat and Deep Focus. Carat, for instance, has used it to expand a campaign for Outback Steakhouse beyond the VideoEgg network to sites including Citysearch.com. "VideoEgg ToGo allows us to exploit AdFrames' rich media capabilities with no incremental costs to our clients," said Lina Miranda, senior media planner for Carat, in a statement.

In April, VideoEgg launched a new "Twig" ad unit for blogs that appears as a persistent strip across the top or bottom of the screen as readers scroll down the page. It has also introduced a version of AdFrames geared to the iPhone.