ScanScout, PointRoll partner for in-stream video solution

If you're interested in video advertising but aren't sure where to begin, check out the new partnership between PointRoll and ScanScout which gives marketers a suite of tools to use in distributing video ad content. PointRoll offers streaming video ads; ScanScout's video network allows marketers to target, optimize and deliver ads to consumers.

by Kristina Knight

A recent Forrester Research report shows that there were 85 billion impressions for in-stream video ads served in 2007. According to company information, PointRoll serves 70 billion rich media impressions yearly; ScanScout has served more than 1 billion ads in 2008.

"Marketers are looking for increased flexibility and more of a solution-orientation approach as they design their campaigns," said Waikit Lau, ScanScout CEO and founder. "…We can accept highly interactive ad units and target them within video streams."

The partnership will allow PointRoll advertisers to reach out to the audience in ScanScout's network. The two will also create new ad units featuring the ability to geo-target video ads, add dynamic data and utilize RSS feeds.

Consumers are adopting online video at staggering rates. According to a recent comScore report, Americans viewed 12 billion online clips in May with Google sites (34% share), Fox Interactive (6% share) and Yahoo sites (2.9% share) cornering the bulk of the market. Nearly 150 million consumers logged on to a video site. On average, each viewer watched 85 clips.