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BizReport : Blogs & Content archives : September 25, 2014

Video Roundup: Video releases underscore importance of content

A slate of new tools have released to the online and mobile spaces this week - two are video tools which could help brands moving into the holiday shopping season.

by Kristina Knight

First, ExtendTV has launched; the hub is set up to help local broadcasters to ability to push local ads to consumers wherever they watch - or stream - programming. The platform uses advanced media buying practices, like national agencies do, and then micro-target audiences through geo-location techniques.

"Video advertising remains the most effective medium for communicating a message and influencing consumer behavior, and TV stations are the experts in bringing highly-effective and relevant video advertising solutions to local businesses", says Mark Goldman, Co-Founder and Chief Executive Officer of ExtendTV. "We have been quietly working with a handful of TV stations over the past six months to bring this next-generation capability to their advertising clients and the response has been tremendous. We are excited to now offer this capability to TV stations and their clients nationwide."

Meanwhile Kiip is launching a rewarded video platform that uses consumer moments to target content for increased engagement. Kiip Rewarded Video serves rich video ads to a consumers after they've met a certain point - like leveling up in a video game. Watching the video ad rewards the player with virtual coins.

"We built a mobile video product that differs from what we saw across the industry," said Kiip CEO Brian Wong. "It respects users and gives them the choice to engage with the video. Brands can reach mobile users during moments of happiness, when users are most receptive to brand messaging, instead of with impressions that lack the context necessary for meaningful engagement on mobile. With our moments targeting technology, brands can bring the right content, to the right user, at the right time."

Early results from the platform show view-thru rates of 77% on average.

Image via Shutterstock

Tags: branded video, ExtendTV, Kiip, online video, video tools, video trends

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