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BizReport : Advertising archives : November 14, 2011


Two video offerings to help brands better connect

New data indicates online video content is skewing away from 'family friendly' content into the realm of more advanced viewers. That doesn't have to be a bad thing, though, and with two new video offerings, brands should be able to ensure their ads are shown adjacent to quality content.

by Kristina Knight

According to data from Qumu the most popular video content is trending more 'adult'. Their research finds online video is becoming more sexual (28%), pervasive (21%) and funny (18%), with men watching slightly more content than women (92% of men have watched vs. 88% of women).

Who do viewers most want to see in video content? CEO's (27%) lead the way, but don't count out the office jokester (10% want to watch him/her) or celebrities like Oprah Winfrey (19%), athletes like David Beckham or Tiger Woods (13% would watch) or online celebrities, like those made popular through home-grown YouTube channels.

To that end, Qumu is releasing a new platform called Qumu Quick Capture, which allows employees to create, edit and publish video content quickly from their desktop. The new tool is an add-on to the Qumu Video Control Center; it captures video content from webcams or PC cameras for quick recording and editing.

Meanwhile PulsePoint has added a Real-Time Bidding (RTB) component to their video platform. The tool responds to video player ad requests in real-time and is compliant with both IAB and VAST standards.

"We are thrilled to help publishers unlock the maximum value per impression for their content. Connecting these inventory opportunities with the right audience, in real time, has resulted in an overwhelming positive reaction from our exchange clients and the market," said PulsePoint Vice President of Business Development, Scott Portugal. "The volume and enthusiasm level of RTB video inquiries we've received is precisely the affirmation one hopes for when rolling out a new capability."

The RTB offering supports pre-roll, mid-roll and post-roll video options.






Tags: PulsePoint, RTB video, video advertising Qumu, video content, video trends








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