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BizReport : Advertising archives : October 06, 2016

Ad Roundup: Video tools set to engage

Two releases into the video space this week should help brands create more engaging, branded content.

by Kristina Knight

First, Animoto has launched a drag-and-drop interface that should make it simpler for brands to create video content. Called the Marketing Video Builder, the new tool includes best practices for creative, and that ability to use already prepared clips to create new content.

"Businesses have been using our original Slideshow Video Builder for nearly a decade with great results to tell their company stories. But as social video has emerged as a must-have for online marketing, we wanted to meet that need head on with a view towards the next decade," said Brad Jefferson, CEO, Animoto. "We studied the landscape, analyzed thousands of videos that inspired us, listened closely to our customers, and spent the past two years building a new product that meets the needs of modern marketers and, critically, is still easy enough for anyone to use."

And, Iris.TV has launched the Campaign Manager tool, which serves branded content in-stream to viewers watching editorial content. The tool gives publishers the ability to customize the viewer experience, and to optimize content for maximum exposure.

"The inconsistent UX of video ads has led to poor performance of websites and apps and in many ways has contributed to the rise of ad blocking," says Richie Hyden, COO of IRIS.TV. "Branded content has proven to perform substantially higher than pre-roll while also commanding a premium of more than 20x and is paid on a cost per view basis. IRIS.TV Campaign Manager enables marketers to maximize reach and engagement of their campaigns while allowing publishers to control the distribution of revenue-rich branded videos across their publisher network to assure campaign guarantees. Moreover, the performance data we provide gives them the confidence to produce their own videos on behalf of their brand partners."

Tags: advertising, Animoto, IRIS.TV, video advertising, video content, video content trends

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