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BizReport : Advertising archives : August 27, 2009

MTV video player pushes contextually relevant ads

A new video ad offering from MTV Networks could have a bright future with advertisers and consumers alive. Called "The Scrubber" the new custom video player inserts ad content throughout the course of the program being viewed, leading to a potentially bigger engagement score for the consumer watching.

by Kristina Knight

Retailer Target asked MTV to create a better way to engage consumers. From there the network created a player which allows the brand advertiser to insert brand icons or product icons in the playback timer. In this way marketers can place contextually relevant ads throughout the video playing. The player is said to be more contextually relevant, interactive and less interruptive to the viewer - a key in video marketing.

As videos play the players 'Scrubber' scrolls left to right searching for relevant products; the products chosen intersect with an icon a message overlay gives consumers the option to make a purchase, research the product or interact with the icon.

eMarketer expects online video revenue to push forward over the upcoming four years to reach more than $4 billion by 2013. That is four times more revenue than was made in 2008. Marketers are quickly launching video campaigns, eager to engage a seemingly insatiable video viewing audience

Tags: eMarketer, MTV Networks, online video, video advertising, video engagement, video player

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