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BizReport : Advertising archives : September 23, 2009

Panache launches Ad IQ for video publishers

Online video advertising may get a boost from a new offering from Panache. Called Ad IQ, the platform helps online video publishers push advertising ROI by offering deeper metrics.

by Kristina Knight

">Ad IQ collects video player interaction, ad exposure, comparison and interaction data and then creates an easy to follow analysis to publishers. This analysis helps publishers better understand the consumers watching video, how they interact and how ads are being viewed; which places a higher value on the ad space itself.

"As more television programming is delivered via broadband, content publishers need advanced yet simplified ad effectiveness reporting solutions to increase ad sales and drive their online video publishing efforts to profitability," said Steve Robinson, Panache's president. "Panache Ad IQ's robust reporting functionality coupled with our work flow facilitation as well as products and tools for a publisher's direct sales efforts all provide a complete, end-to-end monetization solution for major publishers."

Although primarily a tool for the publisher, this type of information can help brand advertisers better understand the ad space as well, including how well their campaign might be received by the viewing audience. By knowing how engaged the consumer is and how the video space is being used by the consumer, marketers can get a better grasp on how advertising can enhance the user experience.

According to a recent comScore report nearly 160 million Americans watched online video during the month of July; more than 21 billion video clips were served during that reporting period.

Tags: online video, Panache, video advertising, video engagement, video metrics, video optimization, video publishers

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