AditAll Expands into TV Ad Creation and Distribution
Internet-based video ad service to grow broadcast legs with help of Google TV Ads.
The surge of Web-based, do-it-yourself video ad platforms shows no sign of abating. This week, AditAll, one of the players in the field for mobile and online DIY ads, added television to its toolkit.
The AditAll platform will use Google TV Ads to distribute the video ads created by those who use the service, said AditAll Founder and CEO Avraham Kadar.
Kadar said there were many technological issues that needed to be resolved before he and the company’s developers were satisfied with the service. But he also said the TV ads will be produced in basically the same fashion as those created by AditAll users now making Web and mobile video ads. The service provides libraries of creative content that even the inexperienced can use to make their ads.
“We also supply you with templates that are almost ready to use commercials that can be modified slightly by adding a logo, phone numbers and other minimal changes, but still have the idea or message in them,” said Kadar. “That saves a lot of time.”
Kadar said AditAll has the largest library of canned video footage of any company in the industry.
The goal of those participating in the DIY ad trend is to make ad creation and distribution more affordable to small and medium-sized companies.
Kadar said a television commercial made through his company�s platform will cost $300 to $500 to make, including broadcast rights. That number doesn’t include distribution costs, which depend on reach, frequency and channel.
By introducing television to its catalog of ad services, AditAll hopes to differentiate itself from its growing field of competitors, including Jivox.
Kadar said AditAll’s TV ad initiative now will benefit from an effort by six of the nation’s cable TV companies to create a service, called Project Canoe, to sell targeted ads across all of their systems.
TV and Web video production firms are drawing more attention from top executives and venture capitalists. Spot Runner announced yesterday it had poached MSN Media Network sales chief Joanne Bradford away from Microsoft.
