• by Gavin O'Malley  @mp_gavin, October 21, 2008

With an eye toward more advanced video advertising, PointRoll has tapped video ad delivery platform Panache. Through the partnership, expected to be announced today, PointRoll hopes to better facilitate video campaigns with its existing publisher clients, as well as Panache's publisher clients.

With Panache's platform, publishers can combine any ad format, with the ad network and ad server of their choice when running rich media campaigns. Flash maker Adobe has signed on so that ads will run smoothly on The Adobe Media Player.

First and foremost, the collaboration will enable new creative opportunities like synchronizing in-page and in-video campaigns, according to Max Mead, vice president of business development and strategy at PointRoll, a wholly owned subsidiary of Gannett Co., Inc.

"Synchronizing banners with activity inside the video player was possible before this partnership, but it would have been very, very painful to execute," Mead said. "That's the perfect example of how Panache makes it easier for everyone involved in the video execution process."

Founded in 2006, Los Angeles-based Panache's technology enables Internet video sites--including Break, CBS, Scripps and Yahoo--to deliver any ad format directly into video content from a third-party ad server or ad network.

Panache's open ad-insertion platform will provide a connection between PointRoll's in-video ad units and publisher sites, offering PointRoll advertisers better scale to deliver those units to publishers, regardless of video player technology.

With Panache, publishers are given the choice to combine any ad formats--proprietary, third party, Interactive Advertising Bureau standard--any ad network and any ad server. The partnership also enables publishers to use the tracking and reporting capabilities offered by both Panache and PointRoll.

The broader strategy behind the deal is to accelerate the shift of ad dollars from TV to the Web. According to eMarketer, brands increased online video advertising spending by 55.9% in 2008.

"By streamlining the process, we make it much easier for advertisers to think of video as integral to their campaigns," Mead said.