blinkx Launches Contextual Video Advertising Platform
blinkx, the online video search company, is launching a contextual video advertising platform called AdHoc.
AdHoc uses the search firm’s speech-to-text transcription and visual analysis technology to understand video content and dynamically place the most pertinent advertising in it.
blinkx says that the AdHoc platform offers media companies and advertisers the most flexible solution for customising the timing and appearance of video ads, with options that include pre, post and mid-roll placement, as well as dynamically-selected banners, in-video mini-banners and a unique, post-roll catalogue view.
Suranga Chandratillake, founder and CEO, blinkx, said: “Until now, online video advertising was a kind of Frankenstein’s monster – an attempt to cobble together technology that was built for text web banner advertising and apply it to an entirely new medium – the video web.
“The AdHoc platform is revolutionary because it was built from the ground up to address rich media, resulting in higher monetisation for media companies, more effective marketing for advertisers and, most importantly, a useful, non-disruptive experience for users.”
Tim Hanlon, senior vice president at Denuo, the media futures unit of Publicis Groupe, said: “As video choice continues to explode, consumers desperately need tools that help them easily find what they’re interested in.
“At the same time, marketers clamour to reach interested, though ever-fragmenting audiences with judicious and relevant ad messaging. AdHoc’s contextual video approach deftly bridges those two forces, allowing information and advertising to flourish in a mutually beneficial way.”
At the start of the year, research from Dynamic Logic revealed that the impact of online video advertising varies widely, depending on whether the ad quickly reinforces the brand and differentiates from its competitors (see Research Reveals Key To Effective Online Video Ads).
In earlier Dynamic Logic research it was claimed that video adverts are the most successful online advertising format in generating online advertising awareness (see Video Ads Are Most Successful Online Ad Format).
Meanwhile, at the end of 2006, an ICM survey carried out for the BBC found that the popularity of watching video online and via mobiles is growing, with 43% of British people who watch video from the internet or on a mobile device at least once a week saying they watched less normal TV as a result (see Popularity Of Online Video Leading To Less Time With Traditional TV).
Blinkx: www.blinkx.com