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BizReport : Viral Marketing : April 14, 2008
Panache, Adobe Media Player partner for video ads
A major television network will get some help with online video ads from video platform Panache. The company, along with Adobe Media Player have partnered to provide online video ads. Those ads will be featured on CBS online programming, including online streaming of shows such as "Big Brother", "CSI" and "Survivor.
The CBS shows are distributed online using the Adobe Media Player. The partnership will provide video ads to any programming delivered with the Adobe Media Player. Panache technology sends ads to several different types of players including IPTV platforms, tru2way Cable television set-top boxes and through Flash programs.
In January Panache announced plans to place HTML capability in online video ads. This was a first for online video. It allows advertisers to link video ad components such as overlays and pre-roll ads to non-video portions of the campaign including banners and rectangles. Both aspects run off the same video timeline.
By adding HTML capabilities, advertisers have a better chance of engaging the viewer because the viewer can click through the video ad to receive more information from a banner or other advertising component. Integrating campaigns in this way is becoming more and more popular for online advertisers who see the benefits of providing more information through ads. Linking the different components is a simple way of conveying a deeper message, providing more information and increasing user engagement levels.
Tags: HTML video, online video ads
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