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BizReport : Advertising archives : February 22, 2010 launches video ad marketplace

Video marketers have another place to look for ad-space: This month the video management platform launched a first-of-its-kind video advertising marketplace. The platform gives brands, marketers and publishers the ability to control the buying and selling of in-stream video ads.

by Kristina Knight

"The marketplace provides buyers with instant access to ad impressions and true market prices. Buyers can use the built-in targeting capabilities or leverage their own targeting data with third-party ad service, making it easy to buy the precise audience they want on the sites they choose," said Toby Gabriner, President,

The ">Adap.tvplatform allows:

• Advertisers/Agencies to use their own data to target campaigns to consumers
• Publishers to maximize the push of content to the consumer
• Publishers to determine who can bid on video content

"We need additional methods to monetize our video assets that will augment, not compete with our internal sales team.'s marketplace keeps us in control while providing incremental revenue opportunities," said Chris Saridakis, Chief Digital Officer at Gannett. "It is a scalable and sophisticated solution that allows quality publishers to safely connect and partner with buyers and data providers."

In 2009, video, along with mobile, were the hottest online properties from a consumer standpoint - which indicates marketers need to be there. More than 80% of consumers watched online video last year. The key is knowing what consumers are watching and when.

Many consumers are still watching traditional television content online that they have missed during the regular programming schedule. Most are catching up on missed programming or watching while at work or traveling.

Tags:, online video, video advertising, video content

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