• by Tyler Loechner  @mp_tyler, November 13, 2013

Demand-side platform (DSP) DataXu has announced the addition of new technology that supports interactive pre-roll video advertising. The addition comes at a time when talk of personalization and other customer engagement methods has heated up within the programmatic space.

Brands and agencies using DataXu's platform can now programmatically buy interactive pre-roll video ads either 15 or 30 seconds long. DataXu's platform now supports in-banner video, pre-roll video, and interactive pre-roll video across multiple ad exchanges.

OMD International is the first named agency to use the new tech. The agency has been using it on behalf of Sony Network Entertainment Europe to advertise the PlayStation store in the UK, France and Germany.

Ronak Patel, associate digital director of OMD International, claimed in the release that interactive pre-roll now represents at least 15 percent of the total digital ad spend globally. "In more developed markets, such as the UK, France and Denmark, interactive video is becoming an essential engagement mechanism," he said.

DataXu cited a Forrester report that says online video advertising is expected to hit nearly $3.6 billion in 2013 and $4.6 billion in 2014.

“Interactive pre-roll, along with other rich media formats, provides a compelling reason for brand marketers to embrace programmatic," stated Aaron Kechley, SVP of products at DataXu.