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BizReport : Advertising archives : June 18, 2009

New video platform could help marketers find consumers

Rich media ad firm PointRoll has partnered with Tribune Media Services for a new video platform which could help marketers better monetize their video content. Called ChannelFinder, the new platform gives marketers the ability to deliver interactive promotional content as well as 'tune in' information to consumers.

by Kristina Knight

"The ChannelFinder ad format is a prime example of the creative use of our TV data by an innovative partner," said Jay Fehnel, Vice President, Entertainment Products for Tribune Media Services. "We're pleased to be working with PointRoll to present our TV and movie data as part of new, highly engaging advertising formats. This effort is one more way that TMS helps program producers, networks and stations build their audiences."

Here is how the platform works: marketers' promotional content - video clips, polls, games, etc. - are showcased alongside relevant television listings from Tribune Media Services. From there, a call-to-action message is given. Ads on the platform are rich media, which has been shown to deepen users' engagement levels.

"ChannelFinder allows for real-time and future updates to be delivered right to the consumer," said Jason Tafler, PointRoll CEO.

This is the second rich media tool launched by PointRoll in 2009. In February the company released AdControl, to help marketers better control online campaigns and their brand by producing and delivering rich media display ads in real time.

Tags: online video, PointRoll, rich media, rich video, Tribune Media Services, video advertising

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