Advertising.com Brings In-Video, Pre-Roll To The Masses
- by Gavin O'Malley @mp_gavin, March 6, 2008
Through the integration of Ad.com's proprietary AdLearn technology, the new Performance Video Product is seeking to bridge the "value proposition" to a broader set of advertisers and publishers.
"With the integration of AdLearn technology into our video network, we can now provide a new video offering for direct-response advertisers and additional video options for brand advertisers," said Lynda Clarizio, president of Advertising.com.
"Because the new product offering does not require professionally produced commercials, all advertisers can benefit from the increase of consumers viewing video online," she added.
Part of AOL's Platform-A advertising business and the largest third-party ad network online, Ad.com is in fact playing catch-up with this latest offering.
Ad network and Web video technology startup VideoEgg, for instance, has offered in-video ad formats since its birth in 2005, and recently launched a network for advertisers to negotiate a price for engagement, thus offering a more valuable indicator of consumer interest.
Microsoft is one of the first companies to use VideoEgg's new AdFrames Brand Response Network to distribute video content promoting Microsoft Office. The ads will run across the Eggnetwork, which includes hundreds of social sites and applications.
Like Ad.com's new offering, VideoEgg's model diverges from the norm by which advertisers buy online inventory based on impression--spending a set amount per thousand delivered views, what's known as CPM.
And competition is bound to increase for Ad.com along with the increasing revenue flooding into the online video market. Indeed, the U.S. online video advertising market is expected to grow from $989 million in 2008--to an estimated $7.15 billion by 2012, according to Forrester Research.
Ad.com's new cost-per-click offering employs a 5- to 9-second video or flash creative asset and is streamed within an in-player video environment.
