NeoEdge To Guarantee Ad Performance With Makegoods
ADOTAS – Online advertising network NeoEdge Networks is putting its money where its mouth is: it’s guaranteeing ad performance. In what NeoEdge said is a first in its sector of the industry (the network focuses on the online video and the casual games world) NeoEdge has decided to rip a page from the television advertising playbook.
With the new performance guarantee, both viewer engagement (time spent watching) and click-through rates that under-deliver on NeoEdge’s promise, will result in “makegood” impressions – about 25% additional impressions on average. (Initial benchmarks will be set based on consumer’s prior behavior).
“Online video advertising is so new, ad dollars are shrinking and the economy isn’t very good,” Ty Levine, VP of marketing at NeoEdge told ADOTAS. “I can tell someone till I’m blue in the face that their ad is going to perform, but without a guarantee, a lot of advertisers are reluctant to jump into the unknown.”
Over the next six months, Levine expects an increase in 300% to 500% in advertisers due to this program alone. “When they actually try it out, they come back,” Levine said. “It’s just getting past that step of trying something new.”
The tactic seems to be working: one high-end cosmetics brand has signed on as a result of NeoEdge’s new offering (Levine couldn’t name names).
This latest move comes on the heels of NeoEdge’s recent partnership with Yahoo Games. Through this partnership, NeoEdge delivers an end-to-end advertising solution with pre, mid and post roll ad slots that integrates easily with the Yahoo Games site and extensive game catalog. NeoEdge’s NeoARM ad enabling technology does not require source code to ad-enable the games.
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