Video and Internet Advertising a Natural Alliance

Internet marketing consultants and others in the industry are now able to buy and sell video ads via a new online film ad marketplace.

Adap.tv has launched the portal that will allow the trade of such marketing tools, with companies such as Omnicom Group's OMG Digital, Gannet, Publicis's Vivaki Ventures and Demand Media all road testing the program, Ad Age reports.

The service will offer users the chance to purchase audiences practically in real-time, without having to go through ad networks and numerous publishers, as well as giving them extra sales channels for video that may otherwise not sell.

In addition, it is to come with in-built protections that offer publishers greater control over the campaigns they accept and, should they choose to, the chance to approve each bid manually.

Senior vice-president at Vivaki Ventures Sean Kegelman said: "It's the idea of addressable audiences for display and now for video and, ultimately, for TV."

He went on to add that it is the same as "audience on-demand in display".

Adap.tv itself, which is based in San Mateo, California, also created OneSource, an online video platform that enables those in the industry to enjoy online video-related successes.

Source: Adage