• by Gavin O'Malley  @mp_gavin, May 11, 2010

Tribal Fusion -- Exponential Interactive's online ad network and rep firm -- released new details on Tuesday about its Firefly Video ad platform. The platform is designed to distribute video ads within any display placement unit, while the ads themselves expand to cover an entire Web page upon being interacted with.

So far, Firefly has quietly been tested on more than 25 video ad campaigns for Hyundai, Dannon, Proctor & Gamble's Tampax, Nissan, Asics, Guthy Renker, and Häagen Dazs, among other brand clients.

"Banners remain ineffective, as they lack robust and compelling creative content," said Donnovan Andrews, president of Firefly Video. "Advertisers can now combine the emotionally engaging power of TV with the state-of-the-art targeting of display advertising."

Firefly Video is launching initially across Tribal Fusion sites, which the company claims has a potential reach of roughly 120 million U.S. consumers.

"Consumer engagement is all about pulling prospects into your messaging," said Marc Barach, CMO of Firefly Video. "We offer a two-step method, which ensures that consumers who see the ad are self-selected and therefore of higher value than consumers who are passively shown ads."

Going forward, Firefly plans to partner with other premium publishers interested in serving and selling video ads.

Unlike pre-roll, which requires a specially integrated video player, Firefly Video's ad unit runs in a standard display ad unit, which lets publishers monetize video with no need for special integration or additional technology.

Similarly, late last year, Tribal Fusion launched a full-page video overlay ad unit that is guaranteeing marketers 100% user engagement. Once users roll over the so-called Full Engagement Video units, they expands to the width and height of the browser window, and play videos as a full-page overlay.

Launched in 2001, the private Emeryville, Calif.-based company has been profitable for every quarter for the last seven years, according to Dilip DaSilva, CEO, Exponential Interactive.

To date, Tribal Fusion has had success with top agencies like Goodby, Silverstein & Partners, and recently entered into a strategic partnership with Media Contacts to help the interactive arm of Havas MPG improve and streamline its media-buying process.