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BizReport : Viral Marketing : July 29, 2010

BBE's VINDICO accredited by MRC

BBE's VINDICO is the first demand-side video ad server to be accredited by the Media Rating Council, which is one more sign that online video and video advertising is quickly becoming mainstream. VINDICO was the first ad serving and tracking platform for online video. To become MRC accredited, the company went through rigorous testing to ensure that their performance, auditing, metrics and tracking capabilities met MRC standards.

by Kristina Knight

bbe.gif"There are a great many headaches in online video that marketers have to consider before putting their budget into the space," said Matt Wasserlauf, CEO of BBE. "VINDICO removes those headaches for the marketer so that their experience is seamless."

That ease of use - and the accreditations - are helping more brands move into the video space, but before jumping, remember the video content is the key to success.

"It's much easier to monetize professionally produced video content. [Now] the Hollywood establishment wants to be in the online space and there is going to be a movement away from user generated content into splashy and professional content," said Wasserlauf. "It's going to be like the 1980s and 1990s were for cable. Back then there was a lot of paid programming and very little original content. Now, cable has some of the hottest programming. Online video is evolving into that now. We're seeing a new era of high quality content, it's still a small share but it's going to be a huge driver for the bigger brands to move into the space in a more material way."

One thing brands are still looking for? Safe content, which is where video ad networks come in. With a video advertising network brands can choose the type of content and in most cases can target their ads more effectively than in the general online space.

"Brands are looking for safety and to date the content hasn't been safe. But, the content is becoming and will continue to become safer," said Wasserlauf. "The medium [is also] getting more scalability. We're taking on brands who were only in television and giving them comfort and a reason to be in the online space as well [as TV]."

In addition to Fortune 100 and Fortune 500 companies in the online video space, Wasserlauf says they are seeing more Fortune 1000 companies move into the arena.

Tags: BBE, Matt Wasserlauf, online video, video ad network, video ads, video marketing, VINDICO

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