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Two new releases to push video farther
Two new ad solutions, one pushing video into mobile and one which will give more measurement to video, are likely to be a hit with video marketers heading into 2011. While more consumers turn to video each day, many marketers have held back because of measurement issues or because video has only been available from PC or laptops. These releases may change that.
First, the Jivox release which should give brands more insight into video campaigns. This week, Jivox releases BrandGage. The release offers brands the ability to measure engagement through the purchasing process in real time; this type of information can help merchants see where ads are working and where consumers may be tuning out. Along with the metrics, Jivox is releasing a new ad unit called Quattro.
The Quattro unit allows merchants to customize ad players with social information and directly connects ads to social networks so that the content can be easily shared. The ad units can include video content, questions, games and other files to more deeply engage consumers.
"With this new layer of analytics we are pushing the boundaries of online video advertising by enabling brands to prove the value of their campaigns and, for the first time, enabling them to directly connect user engagement with purchase intent," said Diaz Nesamoney, CEO of Jivox.
And now the mobile solution. YuMe has launched mobile applications for iPhone, iPad and iPod Touch versions to extend the life of video advertising; the additions allow marketers to push their video campaigns directly into mobile applications. YuMe has also created two new mobile ad units: Mobile Connect and Mobile Billboard.
"These new formats along with ACE, allow publishers to serve ads that are customized to the experience of viewing video directly in mobile apps - the most widely adopted method for consuming content on iOS devices," said Jayant Kadambi, President and Co-Founder of YuMe. "Advertisers get unprecedented brand exposure and audience engagement only achievable in full-screen mobile video experience, while preserving the sanctity of their existing campaign creative."
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