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BizReport : Advertising archives : March 23, 2011

Videobox platform turns display into video

A new release from Casale Media may change the way marketers look at standard display advertising. Called Videobox, the release turns existing premium display ad inventory into 'video-ready media'. The exapandable ad units create a branded experience with interactivity such as social sharing and video player frame controls.

by Kristina Knight

casalemedia.png"Video advertising evokes a more emotional response from users, which is what online display advertising needs more of. If advertisers can deliver that in creative and easy ways at scale, they will extract far more value from their display ad dollars," said Joseph Casale, CEO of Casale Media. "Video advertising should be a key part in major brands' campaigns. Combining this opportunity with high quality inventory and audience data creates an impressive synergy that makes Casale Media and our agency partners stand out to advertisers."

How big is the video opportunity? Metrics firm comScore reports more than 3.8 billion video ads were viewed in February 2011, totaling 1.6 billion minutes of viewing time (total viewership). Video ads reach about 42% of the online population in the US, and yet consumers are watching only about 30 ads per month. For actual video content, consumers are spending about 816 minutes per person watching more than 5 billion video streams.

Casale Media's new platform gives the user control, which should offer a better customer experience, while generating high-average CPMs for publishers. Plus, the user stays on-site rather than being transferred to another location to watch the clip, that makes it simple to return to the publisher for more content.

Tags: Casale Media, comScore, video ad solution, video ads, video advertising, video content

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