ShortTail Media has introduced a video platform that enables existing video ads to be shown on major web sites…
ShortTail Media has teamed up with Schematic (a WPP Digital Company) and Visible Measures, a leading video measurement firm, to develop a new video ad platform designed to create true scalability and measurability for video commercials online. Known as the Digital 30 – or D30 – ShortTail’s platform provides an easy way for advertisers to distribute their existing 15- or 30-second spots across some of the nation’s premier websites. The D30 Platform serves video ads as users navigate to sites from search or headline links, creating valuable new ad inventory that does not compete or interfere with existing pre-roll video or display ads on partner websites.
Noting that the wide predominance of web browsing still involves reading articles or viewing pictures, while the most effective and fastest growing sector of online advertising is video, the companies have collaborated on a platform that delivers a streaming video ad in an overlay served on top of website pages. The impactful video ads look to strike a new balance between user experience and free content.
To address one of the principal shortcomings of traditional television advertising, the D30 Platform incorporates Visible Measures’ patented video measurement technologies to provide best-in-class reach and engagement reporting. By leveraging Visible Measures’ analytics, the D30 platform will show advertisers how long users actually engaged with their advertising, providing a more direct and complete scorecard of ad effectiveness than television’s panel-based research.
“This is innovation through simplification. We’re marrying what has traditionally been the most scalable and sell-able of offline ad units – the 30 second spot – with online websites, in a move ultimately intended to replace the banner as the standard,” says David Payne, CEO of ShortTail Media and the former head of CNN.com. “By focusing on both user navigation patterns and on what actually works for advertisers (video advertising), we’re solving a critical marketplace shortcoming.”
The Digital 30 will launch its Beta program this summer with select publishers and advertisers.
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Schematic (www.schematic.com), a WPP Digital company, deploys and develops solutions for the Web, mobile devices, television, digital environments and emerging platforms. Schematic offers complete strategic, creative, marketing and technology services to Fortune 1000 companies, including Target, Microsoft, DELL, Turner and Nokia.
Visible Measures (http://www.visiblemeasures.com) is the independent third-party measurement firm for Internet video publishers, advertisers, and social marketers.
Headquartered in New York and Atlanta, ShortTail Media (www.shorttailmedia.com) is a privately-held company operating the world’s first alliance of 50+ top-tier online publishers whose off-line media properties include broadcast TV, cable TV, newspaper, and magazines and that have an aggregated reach of 80MM Unique Users.
