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Contextual Video Ads Becoming The New Black?

Written on

Jun 29, 2007 

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Sarah Novotny  |

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Contextual Video Ads Becoming The New Black?

Tribal Fusion, a division of Exponential, agreed to a partnership with Roo to develop a contextual application that will serve video and ads through interactive Web page text.

The online broadcast company has said it has accumulated more than 18,000 clips of copyrighted content from film studios, record labels and news organizations. Roo and Tribal Fusion will both carry links and text on their Web pages that will be paired with relevant content. Tribal Fusion’s network is reported to reach 160 million udders per month.

When a user scrolls over terms on the page, they are given the option to view videos relevant to the page and term subject. Users are given the option for pre- or post-roll, overlay, or interstitial ads. The companies are working together to present the platform to their existing clients within the next six months.

Rob Price, senior vice president, product and network, for Roo explained the partnership in the following statement, “We call it incremental content. And we think it’s exciting for publishers and advertisers, but most importantly the users—since they’ll have the opportunity to view content that’s tuned to their interests.”

Client solutions was not something the companies had collaborated on before but the according to Price the stars have aligned at the right time. “Tribal Fusion had been keen to enter the video space, so they’d done their due diligence well before we approached them. The quality of their technology and the breadth of our content made this an ideal partnership.”

This partnership could reshape the standard for video advertising and provide agencies and marketers with a better opportunity to be viewed by target audiences.

Tags: contextual-advertising, ROO and Tribal-Fusion

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