ITZ Publishing

VideoEgg Unveils Brand Response Advertising Model

SAN FRANCISCO, BUSINESS WIRE -- VideoEgg Inc., the leading video advertising network for online communities, is launching the AdFrames(SM) Brand Response Network, an innovative program that provides advertisers a more measurable way to reach highly engaged consumers using video and rich media.

To date, advertisers buy online inventory based on impression, spending a set amount per thousand delivered views, what's known as CPM. While CPM provides reach and potential, it lacks accountability and forces a high level of risk onto advertisers to determine ad effectiveness. AdFrames allows advertisers to negotiate a price for engagement, a more valuable indicator of consumer interest, and an approach that will help reframe the focus of the industry from quantity to quality.

"Advertisers need to move beyond the metrics of eyeballs and evolve from 'how many' to 'how good,'" said Troy Young, CMO of VideoEgg, the company that pioneered the video ad overlay. "AdFrames leverages our keen understanding of how to drive engagement with innovative ad units and takes risk away from the advertiser. It offers advertisers a predictable approach to distributing highly targeted video and rich media content."

Read more: VideoEgg Unveils Brand Response Advertising Model

Microsoft Shows Off Web Ad Prototypes

By JESSICA MINTZ AP Technology Writer
REDMOND, Wash. Feb 5, 2008 (AP)

Microsoft Corp.'s online advertising researchers will spend this year teaching computers to be smart about sticking ads into video clips, and to be even smarter about targeting ads to specific Web surfers.

Microsoft showed off a handful of early-stage advertising projects at its headquarters Tuesday that may or may not turn up as part of Microsoft's Web advertising platform.

The demonstrations come just days after Microsoft's $44.6 billion bid for Yahoo Inc., which, if successful, will boost the software maker's Web traffic and online ad revenue.

With its 2006 acquisition of aQuantive, the software maker gained a broader network of Web sites on which to sell ads, and tools to help marketers buy them.

A few of Microsoft's projects were aimed at helping advertisers get better at reaching their ideal customers online, particularly using search keywords.

The company showed a dashboard advertisers could use to forecast the success of certain keyword advertising campaigns and a system it says will make it easier for advertisers think about key ideas, rather than hundreds of individual keywords.

But most of the adCenter Labs prototypes had little to do with search.

"Search itself gets a lot of attention because of Google," said Tarek Najm, a technical fellow at Microsoft. "Advertising in search, as a result, gets a lot of attention."

Najm said spending on search keyword ads will be dwarfed by what marketers spend on other types of online advertising...

Read More: Microsoft Shows Off Web Ad Prototypes