• by Gavin O'Malley  @mp_gavin, April 10, 2006

Working with technology partner Klipmart, MediaVest and Carat Fusion are now offering their clients the ability to simplify the execution and tracking of broadband video campaigns across multiple publisher sites.

Klipmart's new program, dubbed "Universal In-stream Solution," provides agencies and their clients with a complete report for their in-stream video campaigns running across multiple publishers, as opposed to dealing with publisher partners on an individual basis.

Julian Zilberbrand, associate director of digital operations, MediaVest, said he came to Klipmart with the idea of a harmonized reporting platform, and that one of MediaVest's clients has already used it successfully.

The majority of MediaVest's clients will not use Klipmart's in-stream reporting platform this season, added Zilberbrand, because cost arrangements between agencies and clients haven't been settled. "Everyone's still deciding how it's going to be paid for," he said.

More than 40 major publishers, including Yahoo, MSN, and AOL, have certified Klipmart's in-stream service, according to Rick Kleczkowski, senior vice president of business development for Klipmart.

While Klipmart's in-stream platform is still in limited use, Kleczkowski said the introduction of such a service can only help promote wider video ad adoption.

Late last week, Klipmart launched an initiative to add online video to the mix of television upfront negotiations. Led by former Carat Fusion executive (and MediaPost "Online Spin" columnist) Cory Treffiletti, the plan is to convince buyers that online should no longer take a back seat to national and cable TV.

"Broadband video has become a must-have companion to TV advertising, so it makes sense that it should be planned in the same way and at the same time as the traditional TV and cable upfront," explained Rick Kleczkowski, Klipmart's senior vice president of business development. Klipmart is currently in discussions with a number of media planners, said Kleczkowski.

Spending on broadband video in the United States is expected to reach $385 million this year--up from $225 million in 2005, according to eMarketer. And according to Jupiter Research, 68 percent of U.S. homes online now access the Web through a broadband connection.

Klipmart is particularly confident that an inventory shortage on the part of leading Web destinations will encourage buyers to think ahead, Kleczkowski added.

While media buyers have dabbled with the concept of securing ad inventory for several years, only recently has the effort taken off. Late last month, Heavy.com, a popular distraction for about 10 million young males, began a "digital upfront," which consists of 30 hours of upcoming programming through the end of this year.