CitySearch rolls out "short vids"

Forget about standard display ads or the leaderboard, CitySearch is betting that Web 2.0 options will bring new advertisers to the fold. The city-based information hub is now offering short videos for advertisers wanting to make a local impact. The advertorial video platform allows local marketers to showcase their location and establisment quickly to users.

by Kristina Knight

The short videos are created by TurnHere. The company creates advertorial content for advertisers such as InterContinental Hotels and Resorts as well as several real estate firms. CitySearch hopes to roll out both pre- and post-roll ads later this year.

With the new rollout the leaderboard, a long-time CitySearch platform, is gone. Saying it had run it's course and was a low value for both consumers and advertisers, CitySearch EVP Scott Morrow said advertisers would get a greater return with the new short vid options.

The short videos are currently available to pay-for-performance marketers or advertisers paying $800/month or more on performance-based ads.

In addition to the new ad platform, the company hopes to ramp up the site by offering content features for cities, easier navigation that is contextually relevant and profiles of businesses. Much of the new content will offer star-based ratings systems so that users can easily find their best options for dining, shopping and entertainment.