NeoEdge Networks intro's makegoods to online advertising

Another online network has turned to guaranteeing results to attract new business. Last month BzzAgent guaranteed impact with their word-of-mouth strategies, now ad network NeoEdge is guaranteeing ad performance.

by Helen Leggatt

By guaranteeing ad performance levels, measured by viewer engagement and click-through rates, NeoEdge Networks is bringing makegood advertising to the Internet. The ad network focuses on providing advertisers a route to targeting gamers by placing ads and video content around and within online casual video games.

Usually a compensation tactic used by television stations, makegoods are extra advertising spots given to an advertiser in the event of a failure to deliver guaranteed audience targets over the course of a campaign. This may be as a result of a television show’s failure to achieve viewer numbers or a technical glitch.

In the case of NeoEdge, advertisers whose campaigns fail to meet the network’s guaranteed performance benchmarks will receive 25% additional impressions in compensation. “Online video advertising is so new, ad dollars are shrinking and the economy isn’t very good,” said Ty Levine, VP of marketing at NeoEdge (via ADOTAS). “I can tell someone till I’m blue in the face that their ad is going to perform, but without a guarantee, a lot of advertisers are reluctant to jump into the unknown.”