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BizReport : Advertising : September 08, 2011

Platform releases offer video, real time pricing options

Looking to make your mark with video? Or want to get a little more from rich media and display options? Two releases may help - one with a real time pricing option and another which will connect local and small businesses with cost-effective video.

by Kristina Knight

First up, the video release. From Near Networks, the local video platform will enable smaller businesses to connect through video cost-effectively. Starting with a 90 second 'documentary style' video, brands can give potential customers an inside look at their restaurant, store or business; clips are available on the Near Networks channel as well as Facebook and YouTube and can be embedded within a website.

According to eMarketer the video space is expected to see 52% ad growth, to reach more than $2 billion this year. Meanwhile, Near Networks information finds that video profile views increase business visits/purchases by 30% and that customers are four times more likely to engage with a business after seeing video content.

The adBrite Real-Time Pricing (RTP) offering optimizes floor pricing at the page view level. Using specialized algorithms a 'true value' is given to each impression, giving publishers and advertisers the ability to attach rich data sets within categories - advertiser type, demographic, daypart, etc.

In early tests the adBrite RTP offering has increased publisher revenue by 50%, with one publisher increasing total revenue by 357%; that publisher also saw a fill rate increase of 17%.

"adBrite is focused on unlocking value for both advertisers and publishers, but we feel that the digital media ecosystem is weighted against the sell-side, and believe RTP will go a long way towards righting that balance," said adBrite CEO Iggy Fanlo. "By optimizing their value at the point of impression, publishers will have a strong counter to Real-Time Bidding and the ad tech ecosystem that has serviced ad buyers so effectively."

The platform fully releases in Q4, just in time for the holiday buying rush.

Tags: ad pricing, adBrite, Near Networks, online advertising, real time pricing, video ads, video content

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