Atlas Forms Video on Demand Ad Alliance
Digital marketing company Atlas today announced a partnership with on-demand technology firm Concurrent and its softward-based subsidiary Everstream to integrate their respective technologies in order to market an end-to-end Video On Demand (VOD) advertising campaign management and measurement solution.
Together, the companies will integrate Atlas On Demand’s automated campaign management technology with Concurrent’s VOD and Everstream solutions. As a result, the new trinity hopes to combine technologies to address the wants of cable operators and programmers by offering relevant and addressable TV advertising opportunities, in turn enabling advertisers and agencies to more efficiently plan, buy, execute, and measure VOD campaigns.
“As cable’s vision of Video On Demand advertising comes into focus, Concurrent is committed to providing operators with the necessary tools to seamlessly insert, manage and track ad content,” said Gary Trimm, CEO of Concurrent, in a statement. “Integrating the campaign management and reporting tools of Atlas on Demand into the Concurrent/Everstream suite of products enables accountable digital TV advertising and provides VOD operators with additional choices that will increase the value proposition of VOD. Targeted ad insertion and quantitative reporting of this data are critical to ensuring the prolonged success of VOD’s evolving advertising revenue model.”
According to the release, the Atlas and Everstream technologies’ complementary functions will enable advertising buyers and sellers to coordinate transactions more effectively by providing the cable industry with a full-scale solution for automated ad management, advertising decision logic, campaign optimization and reporting.
“Our advertisers and ad agencies tell us that three key behind-the-scenes functionalities are required for marketers to begin to realize the full-potential of VOD advertising,” adds Atlas on Demand Senior Vice President and General Manager Scott Ferris. He continues, “This partnership directly addresses all three priorities: scalability, creative optimization and data measurement. While we are still in the early stages of establishing the infrastructure for the next-generation VOD advertising model, this agreement reduces technology hurdles, while directly addressing the digital needs of agencies and advertisers.”
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