Lycos Integrates PermissionTV Platform to Elevate Site
ClickZ reveals that Lycos has signed on Internet television distribution platform PermissionTV as a technology provider for streaming video, progressive video downloads, and video advertising on its site. The addition of PermissionTV is a move to improve Lycos as a broadband audio and video entertainment destination. The platform allows Lycos to include updateable ads within downloadable video viewable through a desktop application. PermissionTV also enables in-stream ads within streaming video served from the Lycos site.
When users access the application, they are automatically connected to the PermissionTV system. Information is uploaded about which ads users have viewed and new ads replace the previously-downloaded content.
“Our intention is more to test the technologies…to test the new advertising models,” said Lycos COO Brian Kalinowski.
Advertisers can also link from a 30-second in-stream video spot to a video clip featuring more advertorial content, and the number of ads within the content will be determined on a case-by-case basis. “Our goal would be to make the advertising experience as non-interruptive as possible,” Kalinowski said.
Lycos is currently in talks with TV and movie studios to distribute branded TV shows and pilots, movies, indie films, and documentaries through PermissionTV. Videos currently available on the site include TV footage and movie trailers provided through partnerships with Broadband Enterprises and IFILM. Future viral and social components are also anticipated, with potential for video sharing, mash-ups, and virtual movie cinemas.
Kalinowski predicts that a full-blown implementation of the PermissionTV technology will occur mid-September, coinciding with the return of the college demographic to broadband connections offered on various campuses.
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