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BizReport : Advertising archives : October 08, 2010

AdBrite adds video to exchange

Video consumption continues to grow among consumers around the globe, with estimates that in the US nearly 85% of consumers have now watching video online. With the number of video consumers growing, marketers are pushing into the arena as well. This week advertising exchange AdBrite adds a new feature: video. In addition to serving display ads, brands will be able to bid on video pre-roll ads targeted to the consumer base in a 100% transparent environment.

by Kristina Knight

AdBrite CEO Iggy Fanlo tells BizReport that the platform will support :30 second pre-made video spots or, if an advertisers needs to create a new ads, that can be handled as well. The platform also supports in-banner video ad units to give marketers more options. But, Fanlo notes, engagement is still the key so brands need to be aware of both creativity and relevancy.

"I would say that the type of engagement consumers have with video matters...Nothing can replace the relevancy of a solid message delivered to the right consumer. Creativity matters for sure, but not more or less than a clearly delivered message. What good is a click if there is no conversion right?" asks Fanlo. "With the wealth or targeting, optimization and analytics tools AdBrite offers marketers, advertisers are sure to maximize engagement effectiveness in the Exchange."

Fanlo advises brands to make the most of video by utilizing clear and concise ad messaging as well as adding a creative - entertaining - element.

"I'm not sure that's a trend, but video's that are short, entertaining and have a clear message are the ads that seem to always perform the best, not just in the AdBrite Exchange, but anywhere they run," said Fanlo.

Brands interested in adding video through AdBrite's Exchange can bid starting as low as $6.00 CPM for ads compliant with the VAST 1.0 and 2.0 templates, and can utilize behavioral, demographic and third-party targeting options. Currently the platform supports only pre-roll video ads, but the addition of mid- or post-roll options may be added.

Tags: AdBrite Exchange, Iggy Fanlo, in banner video, online advertising, video ads, video content

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