Video advertising on the mobile platform is still in its formative stages. Recent attempts to make a business out of it include video banners from Microsoft’s ScreenTonic and a click-to-video format available through MyWaves and AdMob. Now Ad Infuse has created a video unit that dynamically attaches to on-demand video, offering a continuous stream between an ad and the content surrounding it.
The streaming video ad unit, called AdInMotion Streaming Video Solution, has been integrated with ZooVision’s on-demand mobile video and audio site. Video categories include music videos, news, feature films, short films, documentaries, food and drink, anime, fashion, travel, automotive, cartoons, film trailers, live radio and podcasts. Additionally, content is available in a special format for iPhone users.
Ad Infuse will deliver pre- and post-roll video units of :05, :15 or :30 around on-demand video. Advertisers can also purchase bookend units, which will serve coordinated ads before and after a clip.
“We wanted to have as broad a reach as possible, with the greatest flexibility possible,” said Carl Ludewig, CTO and co-founder of Ad Infuse. “We developed technology that has the ability to create a unified stream, stitching together the ad and video for a unified experience.”
Standard advertising measures such as frequency capping and pacing are applied to the dynamic placement of inventory. “If we set up a campaign that is spread over a two-week period, a person might see an ad, then next time won’t see any ad at all,” said Ludewig. “He may or may not see an ad depending on current campaigns.”
Initially Ad Infuse plans to run PSA spots while the sales team works with advertisers to vend ZooVision inventory. Ad Infuse has the ability to run PSAs and house ads under a low priority setting, which will place impressions around active campaigns.
While ZooVision doesn’t capture data from its users, Ad Infuse has the ability to target ads when such information is available. The company’s focus is on targeting and personalization. With the technology developed by Ad Infuse, “Ads can be targeted to the particular customer without having to do a lot of work on the authoring side to change the video,” said Ludewig. The targeting, however, is reliant on data made available by the publisher or through relationships with carriers.
The development of the streaming media technology, and integration with the ZooVision platform, was tested on Mobile Complete’s Device Anywhere platform.
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