several titans of the advertising, media and technology worlds, today
announced the formation of the Internet TV Advertising Forum, an
industry collaboration founded by Maven Networks to define
next-generation online video advertising standards. Inaugural members
of the Forum include Fox News Digital, Scripps Network, Ogilvy,
Digitas, TV Guide, 4Kids TV, Microsoft Corp., DoubleClick and 24/7
Real Media. The industry collaborative was established to help solve
the challenges and deficiencies associated with current online video
advertising models.
The goal of the Forum is to develop and standardize effective online
video advertising solutions that create engaging and appealing user
experiences as well as innovative and scalable monetization
opportunities. To accomplish this, Forum members will leverage
comprehensive research, development and usability testing of new ad
formats and technology capabilities to address the challenges
associated with launching successful Internet TV advertising
campaigns.
Maven today also announced the launch of the Maven Internet TV
Advertising Platform which will serve as the group's online video
advertising format foundation [see separate release]. This
breakthrough technology platform features cutting-edge new ad formats,
a dynamic and intelligent ad insertion engine, and sophisticated
inventory management and forecasting tools. The combined power of the
platform's feature set will help enable media publishers to unlock new
ad inventory and exponentially increase ad revenues. With Forum
members' insights, Maven will leverage the input of major industry
players to create a universally-supported, third party ad
server-compatible online video advertising platform.
"Online video advertising has so much potential yet it is not where it
needs to be today," said Hilmi Ozguc, Founder and CEO of Maven. "And,
no single segment of the community has been able to successfully
overcome the challenges posed by pre-roll video ads, the current
dominant format. Rather than build a proprietary solution in a vacuum,
we wanted to bring together key members of each industry segment
contributing to and benefiting from online video advertising to
develop a comprehensive and effective outcome that works for all media
companies, advertisers and consumers."
The Internet TV Advertising Forum will meet regularly to complete
several projects ranging from an in-depth research project designed to
identify and test various new video ad formats to the development of
technical capabilities that meet the individual needs of each market
segment participating in the collaboration. The results of this
research project will be made public by the end of 2007.
"We are seeing incredible pent-up demand for online video advertising,
not just the pre-roll model, but also for a new, more effective
model," said Jeff Meyer, SVP of Interactive Sales for Scripps
Networks. "Scripps Networks has taken a lead role in innovating
advertising online and on-air, and the Forum collaboration will
instantly provide a more deeply engaging consumer and advertiser
experience across all of our category-leading online lifestyle
properties."
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