Can VideoEgg crack video advertising?

The quest to find the best ways to advertise to online video viewers continues with VideoEgg stepping up to the mark and injecting a bit of fun into online advertising.

by Helen Leggatt

As YouTube plans to resort to pre- and post-roll advertising, VideoEgg shows that there are better ways to engage the viewer than disruptive tactics. The new web video ad units that the rich media ad network is rolling out are designed to make advertising more interesting.

The new features, as described by VideoEgg in their recent announcement, are:

- Live: Use real-time RSS feeds to continually update the ad experience.

- Local: Deliver ZIP code-specific messaging.

- Rich: Easily deploy and track a rich multi-video ad experience to increase user interactivity.

- Shop: Bring the browser to the user, merchandising multiple items in a single real-time ad experience.

- Share: Viral capabilities help spread the message through virtually any communication or social channel.

As well as allowing marketers to push highly targeted and relevant advertising to an engaged audience, VideoEgg operates on a cost-per-engagement basis only charging when there has been sustained user interaction with an ad.

"The ad experience is ripe for innovation," said Troy Young, VideoEgg's chief marketing officer. "We need to replace the banner with portable media experiences that leverage the power of video, feeds, maps, and localization. We can get consumers to engage--we just have to make online advertising more interesting."