• by David Kaplan , May 24, 2005

Seattle-based tech marketing company Atlas and SeaChange, a media company that provides software and materials for digital cable ad insertion for video on demand (VOD), are partnering to develop "an advertising campaign management solution" for on-demand television.

Last week, Atlas created a new division called Atlas On Demand, which is focused on providing advertising campaign management and measurement solutions for VOD.

The Atlas On Demand and SeaChange collaboration is designed to allow advertisers to tap the on-demand advertising opportunity with a prefigured set of campaign management and reporting tools, said James Kelso, vice president, marketing and communications at SeaChange.

"We know from our experience working with hundreds of ad agencies and direct advertisers that despite the tremendous excitement surrounding on-demand advertising, there has been no integrated way to execute and measure a successful campaign," said Scott Ferris, senior vice president and general manager for Atlas On Demand. "Our collaboration with SeaChange offers an open set of applications to effectively plan, execute, and measure on-demand advertising campaigns."

The companies plan to market their solution to advertisers and networks.

"This announcement is precisely what has been missing as a key success ingredient to realize the full potential of on-demand advertising," said Alan Schanzer, managing partner, Mediaedge:cia.