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BizReport : Advertising archives : September 03, 2010

Video format adds choice to video ads

The latest trend in video: the ASq ad format, which allows consumers to choose the ads they wish to see. The new ASq format is grounded in two things: consumer choice and research into the video space.

by Kristina Knight

"[Advertisers] know they need to be in the online space, but they don't know how to do it," Cheryl Kellond, Executive Vice President of Customer Relationships for Panache. "It's a time and effort consideration. Publishers have a limited amount of inventory, but consumers are still there."

Giving consumers' choice in advertising, as they have choice in the content they wish to watch, makes sense in the video realm. With so many consumers choosing to watch online-first episodes, watch full television episodes or movies online or catch clips of news and sports events, giving them a choice in the types of ads which sponsor those viewing sessions gives the consumer more control. The ASq ads run anywhere the consumer chooses during the video content stream.

"If you look at what has happened in television - it has a standardized set of processes to move content to scale," said Kellond. "What is going on [in online] is that we are putting in place a parallel stack for digital video, so any new ad format can scale across the industry. The formats can remain simple or become complex depending on the needs of the agency and the publisher."

Although video consumption is still dominated by YouTube, smaller sites like Hulu are catching up as consumers look for more and more video content online. Having a scalable funnel where ad space can be purchased and launched will help brands better handle the space.

Tags: online advertising, Panache, video ads, video advertising, video content, VivaKi

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