Commentary

Viewpoint's Enhanced Player

Bandwidth and space-on-the-page are both at a premium when it comes to video ads, since large files can cause problems for even the speediest broadband connections. And outside of interstitials and pre-rolls, video ads tend only to run in a rectangle embedded in the copy.

Now, Viewpoint's Enhanced Player, a newly released component of the Viewpoint Media Player, allows publishers to host smaller file sizes -- on average, about 30 percent smaller than the previous release. Moreover, the player allows publishers to host ads with a nontraditional viewing window, either within the ad unit or floating over the html space.

One Viewpoint client that has tapped this functionality is AOL Instant Messenger, whose video ads are capable of projecting from the tiny window inside the aim client into a full-screen video branding message.

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