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BizReport : Viral Marketing : April 26, 2011


Adap.tv, Playwire partner for video monetization

A new partnership may help video content creators and brand advertisers connect. Through the partnership Adap.tv, a buying and selling hub for online video, and Playwire, a new video platform from Intergi Entertainment, will collaborate to create a more direct connection between content creators and advertisers for video monetization.

by Kristina Knight

"Playwire was specifically developed to help publishers earn more money with online video advertising by eliminating the existing barriers between video publishers and advertisers - namely cost and effort to get started," said Jayson Dubin, CEO of Intergi Entertainment. "Our partnership with Adap.tv is an important part of this effort because it provides a seamless way for our more than 3,000 Playwire publishers to access additional buyers, earn incremental revenue and get more value for their inventory overall."

Intergi is ranked by comScore as the top hub for video game and entertainment-minded consumers, reaching more than 62 million consumers per month. Intergi's network of publishers includes more than 4,200 premium websites. Connecting those publishers and consumers with brand advertisers is a good match.

"As online video consumption continues to grow exponentially, we are experiencing an increase in demand for pre-roll video from buyers in our Marketplace. Publishers and advertisers need an efficient and effective way to connect and capitalize on this growing trend," said Henk Van Niekerk, Vice President of Business Development for Adap.tv.

According to the latest numbers from comScore 174 million US consumers watched video content in March during more than 5.7 billion online viewing sessions. During those sessions, viewers saw 4.3 billion video ads with the bulk generated by Hulu. comScore estimates that video advertisements reached 43% of the online population.

Through the partnership Adap.tv will allow Playwire to integrate with the Adap.tv Marketplace.






Tags: Adap.tv, comScore, content, Intergi Entertainment, online video, Playwire, publishers, video advertising, video content








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