The video search engine blinkx today announced its new advertising platform, AdHoc, billed as "the first contextually relevant video advertising platform." The program is designed to offer all media companies and advertisers a more flexible solution for customizing the timing and appearance of video ads to run alongside their published content online.
According to blinkx’s press release, AdHoc is search technology that improves on how content can now be matched to relevant advertising. Blinkx explains that this is achieved by using their proprietary speech-to-text transcription and visual analysis technology, allowing better dynamic placement of the most pertinent advertising alongside published video.
“Online video presents an extremely attractive opportunity for advertisers and media companies: targeted distribution with the potential for immediate action, and the availability of real-time metrics to assess the effectiveness of a given campaign," citing blinkx' press release.
Suranga Chandratillake, founder and CEO, blinkx, lists the advantages of the AdHoc program:
o Creative. More options are available for display ads, including pre-, post- and mid-roll placement, as well as dynamically-selected banners, in-video mini-banners and a unique, post-roll catalog view. Advertisements in the program are now running to both the right and bottom of the published video content.
o Ad database leverage. Partners can select their own ad database, the blinkx AdHoc platform, or even external ad systems, such as Google’s AdWords.
o Open participation. The AdHoc program is an opt-in progam available to all advertisers, media companies and other partners today. By contrast, YouTube, currently the most trafficked online video search engine, restricts its own ad leverage program to professional partners and a small group of highly popular “preferred” partners.
“The AdHoc platform is revolutionary because it was built from the ground up to address rich media, resulting in higher monetization for media companies, more effective marketing for advertisers and, most importantly, a useful, non-disruptive experience for users.” adds Suranga.