Panache And Break.com Create Efficient Video Ads
Yesterday, advertising delivery-platform company Panache and Break.com, an online men’s entertainment channel announced their partnership in delivering a new ad environment for Break.com’s advertisers and 17 million users.
Panache allows advertisers to better target users, while viewers are given control over the video viewing experience by offering alternatives to traditional video ad formats. Advertisers seeking to tap into Break.com’s 21-34-year-old male demographic will be able to utilize the site’s video content with a faster turn-around for new campaigns.
Panache president and founder Steve Robinson says that the company can create a different experience for every user viewing an advertisement. He stated, “Panache delivers a scalable solution for ad-content deliver across multiple platforms. Our solution allows advertisers to reach consumers in a highly customized, measurable way that can be changed easily without pulling engineering resources into the advertising operations process.”
Upon speaking with Adotas, Robinson said, “Panache helps publishers help advertisers do what they need to do to deliver their message.” The Panache technology functions independently of the video player, which gives publishers the ability to create an in-video ad while sustaining existing workflow processes. The company can also bridge the gap between broadband and television by delivering in-video interactive advertising to both within the same delivery system.
Ad formats can be dynamically changed at viewing time across multiple media and distribution channels. Content owners keep control over ad revenue while syndicating their content to sites and video platforms. Robinson also told Adotas that it is important to stress that with the growing market for Internet video today; there is a need for ad format standards. This will help advertisers and publishers to truly engage the viewer by putting in the least amount of video interference possible and creating really targeted, relevant campaigns.
In 2006 Internet video generated almost $500 million in in-stream advertising, projected to balloon to $3.9 billion by 2011 according to a report by The Yankee Group (Boston).
Reader Comments.
If Panache can actually deliver independently of the player they may be onto something. The problem with video ads today is that they are limited in their format. You either have to own the stream or the player – its very different from how web ads are delivered. If Panache can make the Video more like a web page (deliver any format at any point) then they are going to make a huge impact.
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