Filed under: Uncategorized | Tags: adapt.tv, advertisement, interactive, video
Adapt.tv is an ad-network that focuses primarily on online videoes. It made news a few days ago by securing additional funding. The addition of interactive advertisement over flash videos is interesting and is something i’m looking into myself.
Here is what i think is good with the concept
– interactive ads.. a slight improvement over the old ads on the side or pop up while the video is playing
– advertisers can pick the ad type (pre-roll, mid-roll, panels, text..)
– established relationships with video publishers such as metacafe
– has an algo that automatically chooses which ads to insert. The algo looks at speech, facial and text recognition.
– “The core behind it is a learning system which is fed data from contextual matching as well as inputs from user interaction with ads. Over time, this produces an optimized ad campaign for video-content providers, addressing a validated market need.” So, ads that are more ‘effective’ will be shown more for that particular video and ads with little response will be removed. Hence the name, adapt tv.
– video ads over viral content is good branding
– works with other ad serving platforms like DART (double click), Atlas (microsoft) and OAS
Here is what I think is going to be problematic
– the ads are still display like. Just moving text/reg. ads from the outside the video to in video.
– why limit their ad platform to just videos, are videos THAT special
– low click rate? Why would people click while watching a video? Missing incentives? With low click rate, the revenue is probably going to come from charging for impression, with no clear ROI
– direct advertisement vs. advertisement over an ad network, the CPM is low with ads over a network. Is there such a thing as direct advertisement for mass on line video content? Hulu is a publisher that works with advertisers/marketers directly.
– how hard is it for existing ad networks to move into video or work with video publishers?
– Is it as good as a search ad, where the users actually are set to find what they want? Would people want what they see on video? Need to focus on verticals that are successful, like video games/travel.
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