Starting today, Video Egg is allowing advertisers to take its AdFrames display unit anywhere on the Internet, effectively unbundling the unit from its ad network. It is calling the program VideoEgg ToGo.
“What we’ve heard from a lot of people is…’what if we want to take this ad someplace else?'” Troy Young, VideoEgg CMO said in an interview. “The work is done, the ad is created. What we’re offering clients now is the ability to take the ad and run it elsewhere for free. “
The Adframes unit originates in a standard display box but expands to fill the entire page when the user rolls a mouse over it. The box can then house video, search boxes, Twitter feeds, or other dynamic content. VideoEgg also charges on a cost-per-engagement model rather than cost-per-click.
VideoEgg’s permission may not be enough to take AdFrames to other sites, however. Technology issues could prevent other publishers from hosting the units, and some networks may simply bristle at using someone else’s display product.
But Young said he expected little resistance from other publishers, who are “anxious to get the buy.”
Among the first agencies taking advantage of VideoEgg ToGo are Carat, Mindshare and Deep Focus.
“We love the VideoEgg ad experience and wanted to extend it across our media buy,” said Lina Miranda, senior media planner for Carat, in a written statement. “VideoEgg ToGo allows us to exploit AdFrames’ rich media capabilities with no incremental costs to our clients.” Carat will be using VideoEgg ToGo for Outback Steakhouse, among other clients.
Ad technology companies like Eyeblaster and PointRoll also create ad units that can be taken from site to site, but there are few if any ad networks that have unbundled their units. The VideoEgg network claims 100 million uniques across 900 sites, blogs and applications.
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