Panache, the ad-insertion platform for major media and entertainment companies, today announced that its Media Maps have resulted in nearly one billion online video ads to date. The figure reflects more than an 850 percent increase from 2007, and underscores significant usage from major media and entertainment companies looking to drive ad-driven in-stream revenue. Panache expects its ASP platform, which enables unlimited video ad avails and performance of ad insertions with its patent-pending Media Map technology™, to process its billionth ad in January, 2009.
Panache is now working with more than 15 major publishers to productize their business, dynamically create ad avails, and provide in-stream ad insertion into a wide array of premium video content. Media and entertainment companies with multi-channel in-house ad sales need straightforward solutions that promote profitability from their online video operations. Panache's open platform provides major networks the infrastructure to create unlimited ad avails, support both live and on-demand video ad insertion, report on video and advertising and drive greater efficiencies for ad operations, ad sales and technology groups.
"Networks and major publishers are struggling with how to drive efficiencies across key areas including ad products, player engineering and ad operations," said Steve Robinson, president of Panache. "As the online video advertising industry continues to mature, publishers are increasingly looking for ways to productize operations, streamline their efforts and gain better control. Major networks need an ad insertion and reporting solution that provides a comprehensive infrastructure without affecting existing workflows. They also seek quick and sustainable profits for all their video—short form, long form, on-demand and live streams.”
Despite the economic downturn, online video advertising spend is projected to reach close to $1 billion in 2009, as more traditional media companies distribute professional-quality content online (eMarketer). According to Comscore, 77 percent of the total U.S. Internet audience viewed an online video in October, with the projected number of online video advertising viewers expected to reach 174.8 million in 2012 (eMarketer).
In addition to publisher success, Panache has also grown its ecosystem of partners this year. More than a dozen major partnership deals were forged in 2008, including a joint venture with Adobe to insert in-video ads into the Adobe Media Player (AMP). Panache also expanded its reach into rich media by joining with interactive in-video advertising leader PointRoll. Other major relationships include Microsoft, thePlatform and Adify.
The Panache platform reduces the cost and complexity of ad insertion and awards media and entertainment companies total control of ads in any syndication or distribution. As networks move more content online, options expand to make full use of programming. Panache's agnostic approach gives publishers highly flexible ad product choices and immediate opportunity to monetize video content.
Panache's proprietary Media Mapping technology orchestrates ad insertion into any number or combination of avails. Dynamic and easily changeable, this technology ensures that every ad insertion, including the video's entire ad experience, occurs exactly as planned.