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BizReport : Advertising archives : August 26, 2010 offering analyzes content for brand safety

The video space is one online category where brands need to be, but many are leery of being associated with content which could be potentially harmful to their brand. Enter a new solution from, which analyzes video content for context to help brands better ensure that the content they sponsor is appropriate.

by Kristina Knight

Called Brand Impact, the solution makes it simpler for brands to increase their video effectiveness. The solution prevents ads from being placed alongside content which could be harmful to the brand and enables real time metrics to optimize campaigns. is partnering with Affine Systems to determine the context of video content and will leverage Vizu's Ad Catalyst to track and measure campaign effectiveness.

"Our customers are telling us they want brand safety, advanced targeting, increased measurability and verification for their online video ad campaigns," said Toby Gabriner, President of "Through partnerships with industry leaders such as Affine Systems and Vizu, as well as built in tools, we provide brands with the necessary technologies to make online video advertising easy, targeted and impactful."

The platform will also:

• Verify URLs to determine that advertisers campaigns run only on specific websites
• Access only premium advertising inventory
• Allow brands to utilize audience verification tools to target consumers in the video space

According to the latest comScore research, 84% of the US online audience is now watching online video clips. Nearly 14 hours of video content were served in July as consumers watched more than 5.2 billion clips served. Along with original content from broadcasters and the general public, 3.6 billion video ads were served to viewers. comScore reports that video ads now account for 9.8% of all videos viewed and about 0.9% of the total time spent with video.

Tags:, Brand Impact, brand safety, online video, video ads, video content

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