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BizReport : Viral Marketing : March 16, 2009

Innovid launches in-video ad platform

A new online advertising platform could help publishers better monetize their online video content and give marketers an engaged audience to boot. Innovid offers pre-, mid-, post-roll ads which can be repurposed from a company's existing television ad formats.

by Kristina Knight

"For the last few years, engagement has been one of the most buzzed terms in online marketing," said Veronica Holmes, Senior Director Broadband Innovation & Strategy, Sympatico / MSN. "From the initial test results for our In-Video campaign with Innovid, the company succeeds in turning the hype into real viewer engagement metrics and in providing value for publishers, marketers and users alike."

Although online video is popular with both consumers and marketers, the ROI from video campaigns has been relatively low because of low click-through rates. The Innovid platform offers a 'made for online video' solution which integrates brand and product placements into online video clips, segments and shows. The solution is Frame based with Meta-Data protocol to seamlessly integrate brand into online vid clips.

By integrating the ad with the video, consumers are more likely to become and stay engaged throughout the length of a video clip because they don't have to click through and they never have to leave the site. Keeping consumers engaged is, of course, the key to every ad campaign.

Tags: in-video ads, Innovid, online video, video advertising

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