Adify, the premier vertical ad network management company, today announced enhanced video ad serving functionality with the release of version 3.3 of the Adify platform. Adify Video enables online publishers to implement and monetize video for their contextual portfolio of sites. Adify network operators can now syndicate and generate revenue from video content and easily build an open video ad network for partner sites — expanding the reach of their video while controlling distribution to only quality sites. Network builders and publishers can integrate any video player with the Adify Video platform and reliably deliver pre-roll, mid-roll, post-roll and overlay ads within syndicated videos.
According to eMarketer, $505 million will be spent on online video advertising this year. It is an effective revenue driver for publishers because it has higher CPMs, higher click-through rates and longer engagement than traditional online advertising. Furthermore, marketers who buy on Adify-powered networks benefit from quality premium content that video ads are sold against. The Adify Video platform includes measurement capabilities for publishers and advertisers to evaluate the effectiveness of video. Network operators launching with Adify Video include:
- Break Media (http://breakmedia.break.com), the premier online destination for the young male audience, is integrating Adify Video as a component of its own video player, which enables marketers and content owners to showcase and syndicate professional and relevant video content. Break is offering pre-roll and overlay ad units that are trafficked by Adify, which prioritizes ad delivery based on many variables, including CPM, impression goals, and importance. Within two months, Break Media has served more than seven million video ads from a variety of marketers.
- DriverTV (www.drivertv.com), a leading producer and distributor of professionally produced, high-definition, automobile-related video content for consumers, created a new online content and advertising network using Adify Video. The driverTV network gives auto manufacturer advertisers the ability to pair targeted overlay and display advertising with specific video content. Charter advertisers include BMW, GM and Subaru.
"Video offers premier independent publishers increased revenues and audience interest. There is plenty of potential in creativity and effectiveness for both buyer and seller. Prior to Adify Video, standardization was a major roadblock that made it very difficult to integrate the various video players with the various ad serving technologies and video ad feeds," said Russ Fradin, president of Adify. "Adify Video alleviates this challenge for publishers through our open platform. Additionally, any type of rich media marketing specialist can enhance the targeting and delivery capabilities for the networks on our platform, thereby maximizing their share of the online video ad spend."
Adify Video is part of the key network management services and ad technology created by Adify for publishers to execute successful distributed advertising campaigns. Adify's syndicated ad server, tracking, reporting, billing, payment and technical support functions are relied upon by over 140 networks and more than 6,000 independent publishers. This open infrastructure delivers content sponsorships, video, image and rich media advertising to the unique specifications of each network builder. Working with Adify Video, network operators can now ramp up video offerings within days.
"Video content and video advertising have long been key components of our wholly-owned websites. By integrating our video player and content management system with Adify's ad serving platform, we are now able to deliver video content and ads to the 90+ third-party sites that comprise the Break Media Network. This means that our advertisers can now engage with their core male audience via the Break Media Network using the full power of streaming media and the publishers who are part of our network now have yet another way to monetize their Web properties," said Huan Le, Vice President of Business Development at Break Media.