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BizReport : Advertising archives : August 11, 2009

Teracent launches video ad optimization platform

A new platform from Teracent Corporation could give marketers a leg up in video advertising. The platform gives agencies and brand marketers the ability to optimize video ads for relevancy. The platform further reduces the costs associated with video advertising by making the clips more relevant to the consumer.

by Kristina Knight

"Online video advertising has the potential to unlock a wealth of audience insights, and our video optimization capability enables marketers and agencies to leverage video in a number of unique ways. For example, optimized video ads can serve as a massive and highly efficient online focus group that informs offline media buying and future campaigns," said Vikas Jha, CEO of Teracent. "By reducing costs and boosting direct response and brand performance, we are opening up the video channel to new advertisers and providing a range of new marketing solutions."

The video platform works by delivering more relevant video clips and video messages to consumers based on demographic, past behaviors and other targeting data; the information used is anonymous. For example, an auto maker could deliver mini-van based messages to soccer moms or information about flex-fuel vehicles to consumers in-market for a new, fuel efficient vehicle.

Marketers can also serve relevant ads based on geography or even season without coming up with a new campaign.

Tags: online video, Teracent, video ads, video marketing, video optimization

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