Eyewonder: Change is coming for in-stream ads

A new initiative from Eyewonder, a digital advertising specialist, could change the way advertisers look at online video. Their new platform allows marketers to serve ads which deliver, measure and track usage.

by Kristina Knight

InsightExpress partnered with EyeWonder in the study. By analyzing user behavior before and during the ad campaign marketers have a better chance at engaging and reengaging consumers.

The new ads, which have been launched by agencies like Tequila and OMD, offer several layers of video and other interactive features which track and measure without intruding on the viewing process.

“These campaigns represent significant progress in our In-Stream 2.0 Research Initiative, a project that will result in new standards and expectations for in-stream advertising,” said John Vincent, CEO of EyeWonder. “Through our collaboration with leading agencies like OMD, Tequila and their clients, we are generating the empirical data we need to drive quantifiable and meaningful innovation that optimizes the in-stream advertising experience for users, advertisers and publishers. This initiative is just another example of what we do best: leveraging our experience and technology to drive further innovation and richer results for the interactive advertising industry.”

Whether this new initiative will actually increase the reach of online video advertising is unclear. What is clear is that more and more consumers are logging on to the Internet to watch television shows, movie trailers and user-generated clips. With more users logging on, advertisers aren't far behind.