• by Tanya Gazdik , May 5, 2013

Pharmaceutical brands can now deliver unobtrusive video ads directly to consumers already seeking information about specific medical conditions, thanks to a new partnership between Precision Health Media's vertical ad network and Spongecell.

Spongecell’s technology embeds videos in banner ads, requiring users to scroll over the banner to start playback. Precision Health Media is the leading source for digital health media with 61 million users a month, per comScore.

ConditionMatch finds the top-performing content pages for a pharma brand’s video, while Spongecell's technology presents the video in an engaging creative unit.

Spongecell's technology enables this across-the-Web scalability by embedding video in a banner ad without going over the 40K file size restriction. And unlike other video solutions, which can be an interruption in the user experience, Spongecell’s in-banner video technology requires users to scroll over the banner to initiate the video ad.

With this new offering, pharma brands are able to leverage their TV campaigns and other video assets to deliver scale in contextually relevant environments online.

“We have heard from several media agencies that inventory for contextually relevant placements for Rx video ads is extremely limited. By combining the high engagement of Spongecell creative with PHM’s vast reach and contextual technology we are jointly delivering a very innovative video solution for Rx brands.” said Bill Jennings, CEO, Precision Health, in a release.