Videoplaza ads vim to online video ads
Editor ©RapidTVNews | 14-12-2011 Sell side ad management platform Videoplaza has enhanced its two new interactive advertising formats in a bid to bring flexibility and differentiation to the growing online video arena.
Aiming to address what it believes is a growing demand, the Videoplaza Format Family products are claimed to go beyond standard pre-roll and overlay offerings and take on board interactive formats that are being increasingly adopted by publishers as they need to differentiate in an ever more developed and competitive market.
Interactive formats are designed to offer significantly higher engagement levels than traditional pre-roll click-through rates, signifying a shift in the way customers engage with video advertising in the new IP video world.
To further boost engagement, Videoplaza has also established a strategic partnership with ad format specialist Innovid, to bring a new layer of interactive ad formats to its Partner Format offering. Innovid’s interactive inRoll is said to deliver an engagement rate of 2.25%, compared to a click through rate of 0.61% for a normal pre-roll.
The Videoplaza Format Family also complies with key video advertising industry standards including Video Ad Serving Template (VAST) and Video Player-Ad Interface Definition (VPAID), to ensure seamless integration between different ad serving technologies and video players.
“The standard formats are understandably dominating the market, however increasingly publishers want to differentiate.” explained Sorosh Tavakoli, CEO of Videoplaza. “As a platform provider we want to empower our clients with a comprehensive solution that lets them tailor the best offering for their advertisers, be it standard or premium formats. Looking across our client base and the market we believe the opportunity for premium formats will more than double next year.”
For its part, Zvika Netter, Innovid CEO added “Working with the world’s top brands, we’re noticing a definite shift in the way that online video is perceived. It’s no longer seen so much as a way to achieve reach and build awareness, but to create a much more compelling and engaging brand experience for the target audience.”