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ShortTail, TidalTV Ink Video Ad Deal

Adweek, Thursday, August 19, 2010 10:40 PM

ShortTail Media, a company that helps publishers deliver video ads to text-based portions of their Web sites, has signed a deal with Web video network and technology firm TidalTV. As part of the pact, publishers in TidalTV's network, including 30 newspaper sites owned by McClatchy, have begun selling advertisers ShortTail's signature D30 ad unit -- a video interstitial that appears as users click between Web pages.

ShortTail touts the D30 as a way for sites to better monetize text content, which still makes up the majority of publishers' content outside of the YouTubes and Hulus of the world. The company already works with sites such as EW.com and The Huffington Post and has run campaigns for brands like A&E, Sonic, Jim Beam and General Mills. That monetization concept appealed to McClatchy, which is testing the D30 on the sites for newspapers such as The Miami Herald, Sacramento Bee and Kansas City Star.

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ad buys, newspapers

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