One True Media's SpotMixer do-it-yourself online video ad technology is now available to Google AdWords in-stream video advertisers, an arrangement that allows users to make videos that can run over the Google Content Network or on YouTube.
The partnership with Google is not the first for Redwood City, Ca.-based One True Media, a company founded four years ago. The company partnered with Google TV Ads in January. its SpotMixer platform automatically grabs text from AdWords ads and inserts it into tailored 15- to 30-second-long video ads within the user's AdWords account. Users can customize the videos by adding photos, video, and voiceovers. The conversions are done dynamically, with templates and content being changed to avoid identical videos.
There are many vendors offering similar self-serve video platforms, including Jivox and FourSpots. Google also already offers an ad creation marketplace that pairs online video producers such as Turn Here with advertisers.
Kathleen Farley, VP of product marketing at SpotMixer said the SpotMixer/Google TV Ads pairing has been successful and played a big part in Google's integration of SpotMixer with AdWords. "When Google started to look at in-stream video and realized that video creation was a big hurdle, they thought it made a lot of sense to integrate SpotMixer in the same way (for AdWords)," she said. "The code is completely re-usable so they were able to port the code over."
There will be no charge for using the the video platform on AdWords, but those who want SpotMixer to add a professional voiceover will be assessed service fees starting at $50, said Farley. She believes the DIY aspect of the platform "democratizes" online video advertising which can be cost-prohibitive for smaller businesses. Most companies using SpotMixer have 300 or fewer employees and limited advertising budgets, Farley said.
SpotMixer and Google also announced a YouTube contest in which small- and medium-sized businesses can win $25,000 worth of national TV advertising by submitting ads built with SpotMixer. The "TV for All" contest submission deadline is October 5, and winners will be announced on October 30.
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March 19, 2014