• by Gavin O'Malley  @mp_gavin, October 18, 2007

DoubleClick has enlisted video-targeting technology from Visible World to launch Dynamic Video--a new feature for DoubleClick Rich Media ads, which combines interactive design, ad-serving and reporting capabilities with the power of dynamically generated, flexible, customized video messages.

Since its founding in 2000, the New York-based Visible World has grown on the strength of its IntelliSpot system, which enables advertisers to simply and inexpensively create custom versions of TV commercials targeted to discrete cable viewers.

Earlier this year, the company--which has attracted investment from WPP, Comcast and Time Warner--branched out into the Internet with a Broadband & Wireless Division.

"Working with Visible World, we're able to incorporate some of the best practices from the television world online," said Ari Paparo, vice president of rich media at DoubleClick.

The first client to test the Dynamic Video feature is laptop maker Lenovo.

In June, MTV Networks enlisted Visible World to help its advertisers customize and target both television and online video ads in real time.

Visible World's technology is designed to help advertisers target, tailor, monitor, and adjust video ads in seconds.

With it, MTV Networks' advertisers will be able to pre-program and edit multichannel campaigns across MTV, MTV2, VH1, CMT, Spike TV, Comedy Central, TV Land, Nickelodeon, and Nick at Nite.

One result of the partnership might be multiple versions of a movie trailer edited to highlight themes, actors or scenes that are relevant to audiences of different MTVN shows, or to include real-time updates of reviews and box office results.

Other potential applications include content-relevant ads that directly reference MTVN live programming, including award shows, or serialized narrative ads that audiences control by texting live votes on how a story line should unfold.