Kontera Rolls In-Text Video Ad Product

In-text ad network Kontera has added rich media ad units to its ContentLink line. New units include video and interactive functionality.

The ContentLink Video unit typically runs a 180 x 150 video or Flash animation of 15 to 30 seconds. The ContentLink Flex unit has similar rich media and Flash capabilities within a 250 x 250 or 300 x 250 area, but can collect data through a form and also has the ability to direct users to different landing pages from the same creative.

“This Flex unit is different in the fact that it’s a full ad layer takeover,” said Bryan Everett, SVP of sales at Kontera. “You have the entire ad unit to build out of the rich media, Flash or animated creative of any type. Within that ad layer there are other options like data capture.”

The ad units include ContentLink Video and ContentLink Flex, ContextLink Billboard, ContnetLink Text, and ContentLink Text & Image. The video capabilities are similar to those introduced by Vibrant Media and its IntelliTXT video unit launched last June. Both companies are often criticized for contextually integrating within the text of a content page.

“You’re always going to have people that aren’t overly happy with any particular ad unit,” Everett said. “We’re going to be held to a different standard and we’re well aware of that.”

To accommodate market demands, and the launch of the rich media products, the company’s sales team has tripled in the past six months. Kontera also serves ads through a relationship with Yahoo and additional providers.

Advertisers on the network include brands like Sun, AMD, HP, DexOnline, Ask, Lycos, and Pitney Bowes.

Publishers on Kontera’s network include cyberwalker.com, sheknows.com, upi.com, iesb.net, askdavetaylor.com, bookrags.com, essortment.com, and cooksrecipes.com. While Everett wouldn’t disclose the size of Kontera’s network, he said it experienced 50 percent quarter-over-quarter growth from Q3 to Q4 in 2006.

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