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BizReport : Advertising archives : August 08, 2011

Two moves to enhance ad experience for brands, consumers

Two moves in the online space should give local and brand marketers better access to engaged consumers. Belo Corp and Yahoo have expanded their local advertising deal while Auditude has tapped Innovid for a better video ad experience.

by Kristina Knight

First up, the Belo/Yahoo deal. Through the partnership, display ads will be served across Yahoo!'s websites from local television provider Belo Corp. Several years ago Belo began serving some video content across Yahoo's websites; this new partnership is an addition to that agreement.

The program will roll out first in metro areas Dallas/Ft. Worth (Texas), Seattle/Tacoma and Spokane (Washington), New Orleans (Louisiana), Portland (Oregon) and Boise (Idaho). Nine other local markets will deploy over the next year.

"The agreement expands the audience reach that Belo stations can deliver to its advertisers and will leverage Yahoo!'s industry leading advertising capabilities," said Peter L. Diaz, Belo's president/Media Operations. "In many of our markets, we will now be able to reach up to 95% of internet viewers."

Meanwhile, Auditude has integrated Innovid's iRoll ad unit to offer video marketers better engagement with video content. The iRoll unit allows marketers to include clickable coupons, multiple creative options, searching and sharing options.

"Brands are looking for innovative advertising formats that grab audience attention and, therefor, generate higher engagement," said Jeremy Helfand, CEO, Auditude. "The combination of compelling, interactive ad units and high-quality content creates greater brand recall for marketers and a superior ad experience for our technology partners."

Auditude connects advertisers and agencies with unique, premium long- and short-form video content.

Tags: Auditude, Belo Corp, display ads, Innovid, iRoll, local advertising, video ads, video advertising, Yahoo

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