Tuesday, December 05, 2006

ValueClick Incorporates Video Advertising

When the number one and two players in an industry are moving in the same direction, everyone else will likely follow. ValueClick has integrated video ad serving into its distribution platform, catching up with market leader Advertising.com.

According to MediaPost, ValueClick says that 25 percent of its publishers already offer video, so enabling them to offer a parallel advertising experience is necessary. The company is also planning to syndicate video content so that for those publishers who don't currently offer video can run their ads as pre-rolls or within the content.

That's a smart move since ValueClick and its publishers will benefit from the higher CPMs of video ads,which are expected to fastest growing segment online. ValueClick and its publishers need to make certain that they will have the bandwidth necessary to optimize the delivery of the video ads. The last thing you want is for people to click away because they are tired of waiting for the stream to start.

Posted By John Gartner at 09:17 AM
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