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BizReport : Advertising archives : October 24, 2013

Ad Roundup: Automation, Closed-Captioning and Positioning - Oh, My!

New releases to the online ad space this week may make it simpler for brands to engage consumers - by guaranteeing ad positioning, closed-captioning video formats and better controlling ad budgets.

by Kristina Knight

First, Bizo has opened the release of their Marketing Automation product to the public. Through the platform B2B brands can extend campaigns through advanced display and social ads; the ads can be seamlessly integrated into existing marketing automation options. The platform has also been integrated within the Eloqua platform.

"There is a massive opportunity for marketers to unlock the potential value of their investments," said Russell Glass, CEO of Bizo. "With Bizo for Marketing Automation, marketers can create an 'always on' nurturing strategy by leveraging a broad spectrum of programs - from email to online display and social advertising - to reach prospective buyers throughout the buying process."

Meanwhile, Unicorn Media is offering closed captioning across screens. Unicorn Media is a leading online video solution which inserts video ads across devices and screens. Called Unicorn Once, the platform embeds closed captioning in a standard format; this allows advertisers to meet FCC guidelines.

"The Twenty-First Century Communications and Video Accessibility Act expands access to content for hearing impaired viewers with new closed caption requirements," noted Bill Rinehart, Founder, Chairman and CEO of Unicorn Media. "Regulations mandating closed captions on all TV content across all screens makes the process of delivering video even more complex. Our technology enables customers to ingest one mezzanine file, dynamically insert ads and deliver closed captions on all of their live or VoD TV content via a single URL to reach an audience of IP-enabled multi-screen devices."

Finally, Marin Software has released PositionLock, a new tool which adjusts search keyword bids throughout the day. This adjustment gives advertisers better control over their search ad position; high placements can mean increased revenue.

According to some experts up to 75% of first page clicks occur on ads in the first position

Tags: ad formats, Bizo, Marin Software, online advertising, search marketing, Unicorn Media, video advertising

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