New Ad Format Makes Video Advertising Better for Consumers, Website Publishers and Online Advertising Networks
October 7, 2008
Pre-roll Title Cards Bridge Gaps Between Standard Website Ads and Video Ads
SAN MATEO, Calif., Oct. 7 /PRNewswire/ — Adap.tv, creators of
OneSource, the first platform to help publishers fully monetize their
online video content, today introduced a new ad format for online video
advertising designed to enable video publishers to maximize revenue while
protecting viewers from lengthy pre-roll video ads. The new format will
also help online advertising networks sell lucrative video ad campaigns to
clients without the need for building costly video infrastructure and
employing unnecessary staff.
The new format from Adap.tv utilizes pre-roll title cards that are
five-to- seven-second ad units appearing immediately before a video. They
can be static HTML ads, rich media ads or short video ads. With these
pre-roll title cards, ad networks and brand marketers can turn standard
300×250 ad creative units into high impact, highly responsive video
pre-rolls with no additional creative development. Website publishers
benefit by earning pre-roll video-like CPM rates for a short seven
second-maximum ad unit that most viewers easily accept.
“Short, crisp pre-play display advertising inside video-centric content
environments present attractive opportunities for advertisers to deliver
high recall media messaging. Moreover, transition friendly, shorter
creative expands inventory to include a growing library of 15-60-second
content formats that exhibit high embed, link and replay rates,” commented
Paul A. Palumbo, research director with AccuStream Research.
“Needs of publishers to protect their viewers from 30-second pre-roll
video ads and the needs of advertisers to transform their existing online
ad campaigns into video have been at odds,” said Amir Ashkenazi, CEO of
Adap.tv. “This new format represents a middle ground that we believe a
great number of publishers and advertisers will be able to agree on.”
Research firm eMarketer has forecast that advertisers will spend $505
million on online video this year in the US. This represents an increase of
55.9 percent over 2007 spending. Video advertising is estimated to comprise
about ten percent (9.8 percent) of all online advertising spending within
the next five years.*
eMarketer also projects that nearly 67 percent of US Internet users
will view online video ads at least once a month in 2008 and 129.5 million
people will watch online video ads in 2008. By 2013, an estimated 183
million people in the US will watch online videos.*
About Adap.tv
Adap.tv is the creator of OneSource, the first open and universal
platform to help publishers fully monetize their online video content.
Based in San Mateo, CA, the company is privately held and is backed by
Spark Capital, Redpoint Ventures and the Gemini Israeli Fund.
*Source: eMarketer, August 2008
Fatal error: Call to undefined function: adsensem_ad() in /home/momentin/public_html/blogtainment/wp-content/themes/revolution_tech-20/index.php on line 31