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BizReport : Viral Marketing : June 26, 2007

Blinkx platform will target ads to video

A new ad platform from Blinkx will contextually target ads to online video from websites. The platform, still in beta testing, matches the content of ads to the content of websites.

by Kristina Knight

bli.pngThe platform is called Blinkx AdHoc and according to developers will help advertisers better reach their audience while at the same time not disrupting the users online experience.

"Consumers desperately need tools that help them easily find what they're interested in," said Tim Hanlon, Senior Vice President at Denuo, the media futures unit of ad giant Publicis Groupe, S.A. "At the same time, marketers clamor to reach interested, though ever-fragmenting audiences with judicious and relevant ad messaging."

AdHoc targets ads based on the type of video content within a website using speech-to-text transcription and video analysis. Similar to Google's AdSense program, advertisers using AdHoc can buy specific words mentioned within a video or they can choose sites based on category. From those words or categories the ads are chosen and can be pre-roll, mid-roll or post-roll.

"AdHoc is a technology platform rather than an ad network," said Suranga Chandratillake, founder and CEO of blinkx. "It's built to improve Google's, or an existing ad network's, efforts."

The Blinkx video search engine has indexed about 12 million hours of online video.

Tags: online video, video advertising

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