• by Gavin O'Malley  @mp_gavin, April 5, 2011

With an eye on video advertising, online media planning and buying platform Traffiq has tapped Oggifinogi and its video ad platform. Recently acquired by Collective, Oggifinogi provides video advertising in the banner and interactive pre-roll space.

According to Chris O'Hara, head of agency development for Traffiq, Oggifinogi will help the company's demand-side customers in both areas.

"Many of Traffiq's agency customers are interested in leveraging the creative assets they have developed for broadcast campaigns and repurposing them for digital advertising," said O'Hara. "The partnership ... enables us to offer shops that need video ad capabilities a full suite of development services."

Started in 2006, Traffiq has established itself by working with bigger agencies, like Havas Digital and AdStrategies. Other partnerships with global agency groups include AMIN, Worldwide Partners, MAGNET, and TAAN, according to O'Hara.

Presently, about 10% of Traffiq's business is video-related, while it expects that share to increase to 15% to 20% by end of the third quarter, O'Hara says.

Traffiq has so far specialized in providing buy-side clients with a single system for handling everything from planning and RFP distribution to order execution, optimization and billing. It also helps media planners to negotiate and buy inventory from Web publishers on a one-to-one basis or to propose campaigns widely.

"Traffiq is interoperable with all third-party ad servers, so our clients have the ability to utilize their current partnerships in conjunction with Traffiq," O'Hara added. "With our new Oggi partnership, clients can streamline their rich media development and serving seamlessly with Oggi through the Traffiq environment."

Per the new partnership, Traffiq's clients can now create and serve custom-expanding video units; multiple slideshows and integrate geotargeted Google maps; video auto-plays; and changing backgrounds. Recent forecasts predict that online video advertising spending will increase by over 40% during the next two years. The increased quality of Web-based video, the growth in data transmission speeds, and a large growth in online video viewership have increased the focus on video-based advertising units in general.

To date, Traffiq has raised north of $17 million in venture funding from Court Square Ventures, GroTech Ventures and Greenhill SAVP.