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BizReport : Advertising : October 21, 2015


Ad Roundup: Enhanced connection tools

Two new ad releases this week should give consumers better context and relevance to the ads served to them. Details in today's ad roundup.

by Kristina Knight

First, Unruly has launched a new video format called In Article, which is an Outstream format. The format creates premium video ads from within content pages. The ad only plays when it is within consumer view, and can be shared by the viewer.

"Online video is the fastest-growing category of ad spend and now even publishers who don't yet have original video content on their site can capitalize on this growth. For advertisers, this is a high-performance, highly engaging format and the CPCV pricing model guarantees attention, so there's no concern that budget is being thrown at wasted views. And at a time when the media industry recognizes the need to re-balance the ad economy and re-set the rules of engagement with consumers, this is a non-invasive ad format that puts users in control, with the ability to close, share & initiate sound on the player," said Unruly co-founder and Co-CEO Scott Button.

Meanwhile, Sitecore has made it's Experience Platform (8.1) available wide; the upgraded platform offers top-line customer interaction options. Through the platform brands can offer their customer enhanced personalization that is both real-time and automated, mobile integrations, contextual marketing and pricing options. The platform also connects the commerce and customer experience portions of the customer journey.

"Marketers need three key elements to deliver relevant, personalized experiences," said Michael Seifert, CEO, Sitecore. "First, they must understand their customers--who they are, what they care about, and what they're doing. Second, they need a single content management system that can share contextualized content across channels to customers. And third, they need to deliver communication automation--the ability to map profile and real-time behaviors with on-the-spot decision-making to customize the experience as it happens across touchpoints."

Image via Shutterstock

Tags: advertising, advertising tools, contextual ads, Sitecore, Unruly, video ads










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