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Buddy Group Forms Interactive Video Partnership with PointRoll

Written on

May 2, 2006 

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Sarah Novotny  |

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Buddy Group Forms Interactive Video Partnership with PointRoll

Interactive agency The Buddy Group broke the news to ADOTAS today that it has formed a creative partnership with rich media provider PointRoll. The goal of the union is to build brand awareness and encourage consumer engagement by providing advertisers, agencies and publishers with interactive video/rich media ads.

“There is no doubt as to the substantial growth in rich media and online video space,” said Pete Deutschman, Chief Buddy and Founder of The Buddy Group in a press statement. “With explosive growth comes exciting changes in thinking and processes. Our unique skill sets are perfectly aligned to assist agencies and brands in capitalizing on interactive video within ad units in an effective, efficient and creative way.”

According to the release, PointRoll and The Buddy Group will share R&D insights, develop co-processes in building interactive video ad units, and team up to drive standards and efficiencies in the ever-expanding media format. The partnership has already produced a patent-pending process for developing hot-spotted video that cuts development time by 75%; a seminar series on interactive video best-practices entitled “Start With The End In Mind” that is set to begin in the next three months in major markets nationwide; and development of naming conventions for several interactive video feature sets—the aforementioned Relational Hot-spotting, green screen overlays, zoom & learn, pause to play, ‘Choose Your Own Adventure’ scenarios, The Cinematic/Live experience and gaming video.

The union is a timely one, considering that Nielsen/NetRatings reports broadband use within the United States has increased approximately 10 percentage points every year since 2003, with nearly 70% of active Internet users currently logging on with a broadband connection. According to the stats, this has resulted in what comScore Media Metrix estimates as 94 million U.S. Internet users watching streaming video in June of 2005 alone.

Tags: Buddy_Group, partnerships, PointRoll, rich_media and streaming_video

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