ScanScout, ClearSpring partner for viral video

ClearSpring Technologies, a widget company, and ScanScout, a leader in contextual in-video capabilities, have entered into a partnership that will make online video and video ad distribution much simpler. The partnership will give ScanScout network advertisers access to viral video distribution across social platforms like MySpace, Google, Yahoo and Facebook.

by Kristina Knight

The agreement makes it easier for advertisers to distribute their content.

Hooman Radfar, co-founder and chief executive officer of Clearspring said, "Large numbers of online users are sharing content - including video ads - through the use of our widget network. Our partnership enables ScanScout to provide advertisers an automated way to essentially "widgetize" their video ads bringing broader reach and interest to their message."

Widgets are gaining popularity among the consumer base every day as more publishers offer widgets for their content. Because the content within a widget is controlled by consumers, they are being used to enhance the experience for consumer generated content like blogs, social profiles or consumer reviews.

According to a recent comScore report, about 81% of American consumers used or viewed widgets in November 2007. Advertisers are also catching on; widget ad revenue on social networks is forecast to help push social marketing revenue to more than $1.5 billion this year.