Videoplaza moves into UK

By Julian Clover

Videoplazza, the Stockholm-based supplier of tracking for online advertising, has announced its first UK clients.

Factory Media and Incisive Media will use Videoplaza’s ad server technology to deliver and measure pre-, mid- and post-roll advertising.

Sorosh Tavakoli, founder and CEO Videoplaza explained the company had built a complete ad server from the ground up. “We have a plugin that goes into any video player that gives us both flexibility and power,” he told Broadband TV News. “Once we’re in, we’re sort of in control and can launch new ad formats directly into the player.” Tavakoli admitted that when he launched the company he didn’t initially like pre-rolls, but receiving client feedback, Videoplaza adapted the format by letting them “roll up like a blind”. Viewers can pull them down at any point, allowing for extended commercials for products they are particularly interested in. It is also possible for customers to skip advertisements they have seen before.

Factory Media’s extreme sports video channel Mpora will also use In-stream overlays, served within the video content and Companion Ads synchronised with a client’s video ads.

Videoplaza already works with Sweden’s TV4, Kanal 5 and Kanal 9.