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Digital Political Campaigns 201: Video Advertisingby Kate Kaye

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About the Author, Kate KayeFew people can say

they’ve followed

digital political

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TAble of ConTenTs

3 TheRiseofPoliticalVideoAdvertising

4 ThinkOutsidetheWeb-as-ATMBox

5 VideoPersuades,andMuchMore

7 VideoAdFormatsandWhatThey’reGoodfor

8 HowMuchDoesThisStuffCost?

9 VideoAdGlossary

10 KeyVideoAdMetricsTerms

10 VideoAdFormatStandards

11 PoliticalVideoAdCaseStudies

14 VideoAdNetworks

16 OtherVideoAdTechnologies

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Digital Political camPaigns 201: ViDeo aDVertising • 3

Politicalcampaignshavebeguntorecognizethevalueofvideo.Notonlycantheyuseittopersuadevotersthroughemotivesoundandimagery,theycancombineinfluentialmessageswithimmediatecallstoaction,andextendthereachoftheirtelevi-sionspots.

Useofonlinevideoadvertisingalreadyisgrow-ingbyleapsandboundsamongcorporatebrands.TheInteractiveAdvertisingBureaureportedthatdigitalvideoadspendingrosemorethan42percentto$891millioninthefirstsixmonthsofthisyear;thatmomentumshouldcontinueaspeopleincreasevideoconsumptiononline,ontheirphones,andontabletdevices.

Now,politicaladvertisersarecatchingon.FromRepublicansDinoRossiandRoyBlunttoDemo-cratsDanMalloyandPresidentBarackObama—politicalcampaignsusevideoadstoeducateandswayvoters,andtotailormessagestoimportantprimaryandbattlegroundstatevoters.

GOPpresidentialhopefulMicheleBachmannwasamongtheearliestonlinevideoadvertisersinthe2012cycle:Hercampaignranpre-rollvideoadstohelppushsupporterstotheIowaStrawPoll.Shewon.

Onlinevideoadvertisingasakeycomponentofsophisticatedelectoralcampaignsreallygainedsteamduringthemidterms.Intheweekslead-ingintothe2010elections,candidatesincludingWisconsinRepublicanRonJohnsonandDemocratTomBarrettranin-bannervideoads.AndOhioRepublicanJohnKasichandWashingtonstatetaxadvocacygroupDefeat1098usedin-streamvideoads,oftenreferredtoaspre-rollads.

DigitalconsultingfirmTargetedVictory,forexam-ple,saiditspoliticalclientshadspentbetween65and75percentoftheir2010onlinebudgetsonvideoads,andsomecampaignsspentasmuchas

85percentoftheironlinebudgetsonthem.Infact,thenumberofcandidatecampaignsandadvo-cacygroupsrunningin-streamadcampaignsonYouTubedoubledbetweenOctoberandNovember2010,accordingtositeownerGoogle.

“Ifdoneright,anonlinevideoadbuyissimilartoacablebuy—andyouhavealotmoreinforma-tionaboutyourimpressionsthancable,”saidJoshKoster,partneratDemocraticdigitalconsultingfirmChongandKoster.

Whilethereareseveralreasonspoliticalcam-paignsarebuyingmorevideoadvertising,dataisabigone.Thoughfewifanydigitalmediacon-sultantswouldsuggestreplacingTVadvertisingwithvideoadvertising,whenitcomestomessagetestingandtracking—andjustplainunderstandingaudienceresponsebetter—videoadshaveTVbeat.

“Nowwe’regaininginformationratherthanjustpushingoutaTVmessage,”explainedJBBritten,digitalmediadirectoratSmartMediaGroup,whohandledonlineadsforMegWhitman’s2010Cali-forniaGubernatorialbid.Whitman’scampspent$3millionondigitaladsincludingvideoadvertising.

Inmanycases,politicaladvertisersseebuyingvideoadsasawaytoextendtelevisionbuys,partic-ularlywhentherearelimitedGRPsavailableinanimportantmarket,ortoreachelusivevoterdemo-graphicswhospendlittletimewatchingliveTV.

Televisionadvertisingisintegraltowhat'stak-ingplaceinonlinevideo.Aselectiondaynears,moremoneyflowstowardsonlinevideoads,sincedesirableTVinventoryrunsout,particularlyinareaswhereseveralelectionracesaretakingplace.Politicaladvertisersmovetheirtelevisionadsonline,streamingthembeforeandduringvideocontentonYouTube,throughadnetworks,onnewssites,andinsidebannerads.

The Rise of PoliTiCAl ViDeo ADVeRTising

4 • Digital Political camPaigns 201: ViDeo aDVertising

Internetadvertisingisforfundraising,right?

Well,sure,someformsofonlineadvertising—thinksearchandstandarddisplayorbannerads—workverywellwhenitcomestogeneratingdonations.Yet,videoadsshouldnotnecessarilybethoughtofasfundraisingtools;theyaremuchmoreakintotelevisionandradioadvertising—butwithinter-activity,trackingcapabilities,andinmanycases,superiortargeting.

“ThinkofitlikeyouthinkofTVandradioandstartfromthere,ratherthanstartingwithonlineasafundraisingmedium,”saidJeffJacobs,presidentandcreativedirector

atNextGenPersuasion,ademocraticpoliticalconsultingfirm.

“ThinkofvideoasanotherTVoutthere,”headded.“Itturnsonitsheadwhatmostpeople

thinkofonlineadvertising.”

Whatmakesvideoadvertisinguniqueisitsabilitytoincorporatecallstoactionandenablesupporterstoeasilyrespond.So,notonlycancampaigns

targetapersuasivemessagetovoters,theycanful-fillsecondarygoalslikegeneratingemailsign-

ups,helpingvotersfindpollingplaces—and,yes—raisingcash.

ThinK ouTsiDe The Web-As-ATM box

“Buyingvideoadvertisingshouldbethoughtofasifyou’rebuyingafewextraGRPswithyourInternetad,”saidEliKaplan,foundingpartneratRisingTideInteractive,aDemocraticdigitalmediastrategyfirm.

Aspoliticaladvertisersboosttheirinterestinonlinevideoadvertising,providerscontinueto

introducenewcapabilitiesspeciallydesignedforthepoliticalmarket.Forinstance,CampaignGrid,whichemploysseveraldatasetsincludingtheRepublicanNationalCommittee'svoterdatatotar-getvotersonline,recentlypartneredwithvideoadnetworkTidalTVtoenablemulti-sourcedtargetingforin-streamandin-bannervideoadvertising.


Politicaldigitalconsultantsfrombothsidesoftheaisleinterviewedforthisresourceexpressedawidearrayofopinionsaboutwhattypesofvideoadformatsworkbest,andhowbesttobuythem.Buttheytendtoagreeononething.NextGen’sJacobsputitsimply:

“Atthispointintimeandprobablythrough2012,onlinevideoisbestusedforpersuasionorGOTV.”

Persuasion and Improving Message ImpactWe’vealreadydiscussedthebenefitofonlinevideoadswhenitcomestoextendingaTVbuy.Justliketelevisionads,videoadsaretypicallyusedbypoliticaladvertisersforpersuasion.Corporatebrandadvertisersalreadygetit,andaNielsenIAGstudyshowingthatcommercialvideoadsimprovetheimpactofTVadcampaignscanbeappliedtopoliticaladvertisers.

“Specifically,onlinevideoadshelptoreinforceandstrengthentheimpactofatraditionalTVcampaign.IncludingonlinevideoadvertisinginthemediamixandsynchronizingwithTVgreatlyimprovesallkeybrandmetrics,especiallymessagerecall,”notedthecompanyinits2010studymeasuringtheimpactofvideoadsshownduringfullonlineepisodesoftelevisionprograms.

Whencomparingatelevision-onlyadcampaigntoaTVpluspremiumonlinevideocampaign,Nielsenfoundthatgeneraladrecallrose18percentfortheTV/webcampaign—from44percentTV-onlyto52percentTV/webcombined.Messagerecallwasalsolifted53percentfrom19to29percent.

“Videoadsrunduringonlinefull-episodeTVprogramsyielddeeperbrandimpactthancorre-spondingon-airTVads,withthedifferencemostpronouncedamongyoungerviewersage13-34,”statedNielsen.

GOTVCampaignsoftenusevideoadvertisingforGet-Out-The-Voteeffortsinthefinaldaysofanelection.

Thedaybeforethe2010midterms,theDemocraticNationalCommitteespent$2.5milliontoaimhighly-targetedonlineGOTVadstokeygroupsthepartyneededtocomeoutstrongforDemocraticcandidates.Includedinitsonlineadmixwere30-secondin-streamvideospotsplacedonsiteslikeHulu.TheyfeaturedamotivationalmessagefromPresidentObama,andwereaccompaniedbydisplayadstellingviewersto"FindyourpollinglocationandvoteonNovember2."

Traditionally,campaignsdon’tdoGOTVuntilthelastfewweeksorevendays.Butwhatiftheytookadvantageoftheweb’stargetingpowertokeepbasesupportersengagedandactivethroughoutthelongcampaignseason?

Thefocusonpersuadingundecidedvoterscansometimesalienatetheall-importantyetsometimesneglectedbase.“Thoseareyourdonorsandvolun-teers,”saidJacobs.Tokeepthemfiredup,hesug-gested,campaignscantargetsupportersbasedonageandlocationwithvideoadsearlierintherace.

ViDeo PeRsuADes, AnD MuCh MoRe


Message Testing and TrackingUnlikeTV,onlinevideoadsallowcampaignstogarnervaluableinformationabouthowkeyaudi-encesrespondtotheirads.SmartMediaGroup’sBrittenhasusedcampaignsitesorFacebookpagestopostmultiplevideoadcreatives,thentrackthenumberoftimeseachadhasbeensharedinordertogaugepopularityofeachmessage.

Inthepast,hesaid,that’sledtorealvideoadbuys.“I’veseencampaignsthensay,‘OK,we’rewillingtopaytorunthatvideoadonline.’”

Live TV Use Is Dwindling Among Voters Across Age Groups and PartiesAsmediaconsumptionpatternsshift,TVcouldloseitsplaceasthemainforumforpersuasivepoliti-calads.AccordingtoaSeptember2011bipartisanstudy,31percentofalllikelyvotersdon’twatchliveTV.Instead,theywatchprogramsonDVRduringwhichtheymayskipthroughcommercial

breaks,ortheywatchTVprogrammingonlineorinmobileenvironments.

Thesameistrueoflikelyvotersinimportantbat-tlegroundstatesanddemographicgroups,saidthestudy.TheresearchwasconductedbyvideoadfirmSayMediaandco-authoredbyRepublicandigitalagencyTargetedVictoryandDemocraticdigitalagencyChongandKoster,alongwithpollstersonbothsidesoftheaisle.InFlorida,28percentoflikelyvoterssurveyedsaidtheydon’twatchlivetelevision.AndinthestateofOhio,38percentoflikelyvotersaren’tconsumingliveTV.

AthirdofbothRepublicansandDemocratssur-veyedsaidtheydon'twatchlivetelevision,asdid28percentofIndependents.The“VotersGoingOffTheGrid”studyalsoshowedthatnearly90percentofthosesurveyedregularlyskipadswhenwatchingontheirDVRs.Thestudyreliesondatagatheredon800likelyvotersandanadditional300inOhioandFlorida.

Image from “Voters Going Off The Grid,” published by Say Media, September 2011


Videoadsessentiallycomeintwoformats:in-streamandin-banner.In-streamadstypicallycomeintheformof15-or30-secondspotsthatappearbeforeorduringvideocontentaspre-rollormid-rollads.In-banneradsaredisplayadsthatfeaturevideocontentthateitherplaysautomaticallyorisuser-initiated;theycomeinstandarddisplayadsizesorasexpandableadunits.

RepublicandigitalagencyTargetedVictoryoftenusespre-rollandexpandableadstopushoutcampaignmessagestovoterswhoneedtobepersuaded.

“Ourbasicbeliefisthatthebaseandpersuasionaudiencesconsumeinformationinverydifferentways,”saidthecompany’sfounderMichaelBeach.Thebasetendstobemoreproactiveandeasiertoreachviathecampaignsite,Facebookpage,email,PromotedVideosonYouTube,orthroughadsonrelevantnewsandopinionsites.However,heexplained,“Thepersuasionaudienceisnotaspro-activeandtheyrequirethatwetakethemessagetotheminordertogettheirattention.”

Bothformats“allowustosyndicatethismes-sageoutacrossthousandsofsitesandprograms,andlowersthebarriertoentrytoconsumingourcontent,”hecontinued.“Thatistheotherimpor-tantissuethatIthinkthatpeoplemissonline.Persuadablevotersdon’twanttoclickaroundyourwebsitelookingforcontent.Weneedtoputthe

messagedirectlyinfrontofthemandthenallowthemtogoonwiththeirnormalday.”

EricFrenchman,chiefInternetstrategistatRepublicanconsultingfirmConnellDonatelli,usespre-rolladsthroughoutelectioncampaigns.HedidsorecentlytotargetadsforMicheleBachmanntoIowaRepublicansleadinguptotheStrawPoll.Butwhenitcomestomobilizingvoters,headdsin-bannertothemix.“Iwouldanddousein-bannervideoadsforGOTVactivity,”hesaid,notingthatheoftenrunsin-bannervideoadsonlocalnewssitestowardsthelastweekofacampaignwhenhebelievesvotersareseekinginformationaboutcandidates.

SmartMediaGroup’sBrittenhasusedin-bannervideoadstodisplayseveralvideosinoneadunit.“Itwasfiveorsixvideos,anduserswereactuallyabletoscrollthroughthemandchoosethevideostheywantedtowatch,”hesaid.

In-bannervideo“candefinitelybeagoodwaytosupplementyourbuy,”saidRisingTide’sKaplan,particularlywhentargetedpre-rollinventoryrunsout.However,heandotherswarnthat,unlikewithpre-rollads,peoplemaynotactivatesoundinin-bannervideo.“There’sagoodchancetheuserisn’tnecessarilygoingtoclicktogetsound,”saidKaplan,suggestingthatthevideoadcreativeitselfshouldbedesignedtodrawattentionwithoutaudio.

ViDeo AD foRMATs AnD WhAT They’Re gooD foR


Videoadpricesvarygreatlydependingonfactorssuchasinventoryavailabilityanddegreeoftarget-ing.Ingeneral,they’recheaperthanTVbutpricierthanyourstandardanimateddisplayad.

Accordingtodiscussionswithsourceswhobuyvideoads,pre-rollspotsonYouTubetypicallyrunaround$10CPM,orcost-per-thousandimpressions.Pre-rollimpressionsinadnetworkscangofromaround$8CPMto$15,orhigher.Typically,buyingdirectfromwebsitepublisherswillcostthemost—sometimes$30CPMorhigher.

Remember:thecostgoesupasmoretargetingislayeredon.Inotherwords,runningapre-rolladintheentirestateofWisconsinwillcostlessthantargetingspecificadcreativetospecifictargetsinthestate.Also,becausethenumberofimpressionsisreducedastargetingisenhanced,reachandfre-quencydecreasesasmoretargetingisadded.

“Ifyou’repayingmorethan$10-15dollarsperthou-sand,you’regettingfleeced,”saidonepoliticaladbuyer.“TheplacesyougotospendyourTVmoneymightnotalwaysbethebestplacestobuyvideoads,”suggestedthesource.

Keepinmindsomeonlineadbuyersaremorefocusedongettingthemostbangforthefewest

buckspossible,ratherthanonthequalityofcontenttheiradsshowupnextto.Thosecost-consciousbuyerstendtowardstargetingaudiencesthroughadnetworks,whilecontent-concernedbuyersaremorewillingtobuydirectandpossi-blypaymoretoensuretheyshowupinpremiumplacesagainstqualitycontent.

“Eventhoughit’smoreexpensiveyougetexactlythecontentyouwantandexactlytheaudienceyouwant.There’sjustlessroomforviewsgettingoutonsitesthatarenotofusetoyou,”saidSmartMediaGroup’sBritten.Whenbuyingdirectonalocalnewssite,forinstance,“Youknowyou’regoingtogetthebestinventoryinthecorrectsec-tion,”ratherthanhaveyouradsrelegatedtocom-munitycalendarpagesorothercontentsectionspublishersofferuptoadnetworksbecausetheyaredifficulttoselldirect.

Acampaigncouldgetstartedwithapre-rollvideobuyforaslittleas$1,000,saidTargetedVictory’sBeach.

Videoadscanbepurchasedonanimpressionbasis,butalsoareincreasinglyavailableonacost-per-vieworcost-per-engagementbasis.

hoW MuCh Does This sTuff CosT?


ViDeo AD glossARy

Here’sabriefoverviewoftermsyou’llneedtounderstandwhendiscussingonlinevideoadvertising:

Companion AdDisplayorskinadsthatareservedalongsideavideoadvertisementatthesametimeforthesameadver-tiser.Thoughsomevideoadformatsdoenableclick-throughandotherinteractivity,thisisamongthemoststandardmeansofallowinguserstoclickwhilewatchingavideoadonline.Theytypicallyappearwithinavideoplayerenvironment.

In-BannerTheseunits—typicallystandardIABadsizes—enableuserstoviewvideosdirectlywithintheaditself.Oftenvideoandaudiobeginsplayingonlywheninitiatedbytheuser,butsomeadnetworksandsitesauto-mateaudioandvideo.

Mid-RollAnin-streamvideoadthatplaysatasetpointduringvideocontentplay.Itistypically5-to30-secondsinlength.

Post-RollAnin-streamvideoadthatplaysaftervideocontentends.Itistypically5-to30-secondsinlength.

Pre-Roll Anin-streamvideoadthatplaysbeforevideocontentbegins.Itistypically5-to30-secondsinlength.

Overlay AdAdsthataredisplayedinthebottomportionofavideoplayer.Theseclickableadsoftenappearbrieflydur-ingavideoplay,thendisappearsoasnottodisruptthevideoentirely.Theycanbetext-basedorappearassmallbannersovervideocontent,andaresometimesusedbypoliticaladvertiserstomaketheirownwebvideocontentclickabletoadonationorsign-uppage.


Key ViDeo AD MeTRiCs TeRMs

Completed PlaysThenumberoftimesavideoiswatchedinitsentiretywhenplayedatnormalspeed.

GRPsThejuryisstilloutonwhetheronlinevideoshouldbemeasuredinGrossRatingsPoints,muchlesshow.SeveralvideoadsellersanddigitalmediaconsultantsuseproprietarymethodsfortranslatingtraditionalTVGRPstoonlinevideoadcampaigns.

Time SpentTheamountofseconds,minutes,andhoursvideoisviewed.Thismetrictypicallyisusedtomeasuretheamountoftimepeoplewatchvideoonaparticularwebsiteoradnetwork.

Unique ViewThenumberoftimesavideoiswatchedbyoneindividualuser.

Video Ad ImpressionLikeadisplayadimpression,thenumberofimpressionsreflectsthenumberoftimesavideoadhasbeenserved.

Video Completion RateAlsocalledview-throughrate,thisistheaveragepercentageofvideoadplaytime.

ViDeo AD foRMAT sTAnDARDs

Fordetailedguidelines,standards,specs,andsubmissionrecommendationsforvideoadformats,downloadtheInteractiveAdvertisingBureau’sVideoAdFormatStandardspaperin.pdfformhere:

http://www.iab.net/media/file/IAB-Video-Ad-Format-Standards.pdf

http://www.iab.net/media/file/IAB-Video-Ad-Format-Standards.pdf


InOctober2010,RepublicanDinoRossi,candidateforU.S.SenatefromWashington,ranexpandablevideoadstarget-ingkeyvotersegments.Thecampaignaimedpersuasivevideoadsataudiencesoutsidethetypicalsupportergroupswhomightbereceptivetothemessage.

Thecampaignhopedtoconvincenon-supportersthattheopponent,DemocraticincumbentPattyMurray,didmoreforWashington,D.C.thanthestateofWashington.

"We'renottargetingabaseaudiencehere,"explainedTargetedVictory’sBeach.Politicalcampaignsoftenaimfundraisingandlist-buildingadsatlikelysupporters.Here,theideawastopersuadepeopleoutsidethebasetovoteforRossi.

"Ifyou'rerunningonRedStateinOctober,you'veprobablygotbiggerissues,"saidZacMoffatt,thenapartnerwithTargetedVictory,alludingtoRepublicancampaignsrun-ningadsontheconservativenewssitelateinanelectionseason.

PoliTiCAl ViDeo AD CAse sTuDies

Campaign: DinoRossiforU.S.Senate,2010

Digital ad agency: TargetedVictory

Goal: Persuasion—convincevotersthattheincumbentwastoofocusedonWashington,D.C.

Target Audience: Non-supporters


Inalow-informationelectioninwhichneithersideranTVspots,Noon8ranpre-rollvideoadsinconjunctionwithFacebookads,searchads,andotherdisplayadvertising,aswellasdirectmailandrobocalls.Thecampaignusedcontextualandkeywordtargetingindicatinganinterestinnews,layeringondemographictargeting.

AccordingtoKoster,Noon8spentaroundthesameamountofmoneyoneachonlineadformatbuy,running75millionFacebookadimpressions,10.5millionani-mateddisplayadimpressions,and1.7million15-secondpre-rollvideoadimpressions.ThevideoadsreachedaroundoneinfourInternetusersinBrowardandDade,whichChongandKostertranslatestoaround200GRPsbasedonreachandexposure.

OnlyBrowardandDadesawtheadsbecause,“Wedidn’twanttowaterdownimpressionstoomuch,sowedecideditwasmorecost-effectivetotargetvotersinthosecoun-ties,”saidKoster.

Whilethevideoadstoldthestorythroughahigh-impactadformat,theothersreinforcedthemessage,headded.

Intheend,Noon8achieveditsgoalofkeepingtheamendmentunderthe60percentneededtopass.TheonlytwocountiesinFloridathatbrokeinNoon8’sfavorwerethetwoinwhichitranthesepaidvotercommunications.

Campaign: Noon8BallotInitiative,2010

Digital ad agency: ChongandKoster

Goal: Persuasion—PreventFlorida’sAmendment8,involvingschoolclasssize,frompassing.

Target Audience: OldervotersinBrowardandDadecounties


Throughoutthe2010primaryandgeneralelectionseason,ConnecticutDemocratDanMalloyusedvideoandothertypesofonlineadstoeducateandpersuadevoters.Inthefinaldaysbeforetheelection,thecampaign’spersuasivemessagingtransitionedtoinclude"VoteTomorrow"and"VoteToday"calls-to-action.

Inthoselastfewdays,arenewableenergymessagedominatedMalloy'sonlineads."AsGovernor,I'llinvestingreenenergytocreatejobs.IbelieveConnecticutcantaketheleadonthisnewtechnology,"statedMalloyinavideothatplayedinsidedisplayunits.

AccordingtoMichaelBassik,SVP,digitalatGlobalStrat-egyGroup,thatvideomessageran"onmorethan50per-centofthecampaign'sdisplayadinventory,"leadinguptoelectionday.Morethanhalfoftheonlinevideoinventorywasin-banner,accordingtoBassik,whosaidpre-rollalsoranonYouTube.

Thecampaignalsousedtelevision,directmail,andradioads,butMalloywaspoisedtoexperimentwithonlinepersuasion,ratherthanfocusonmorestandardonlinegoalsoffundraisingandsign-ups.Becausethecandidatequalifiedforthestate'sCitizens'ElectionProgram,hewasrequiredtoabidebycertainruleslimitingcontributionsandexpenditures,thuslimitinghisfundraisingefforts.

"Thisisnotatokenadbuy,"saidBassikoftheonlineeffortatthetime."Thisisanadbuythatispartofthecam-paign'sintegratedstrategy."

Campaign: DanMalloyforConnecticutGovernor,2010

Digital ad agency: GlobalStrategyGroup

Goal: Persuasion,Education,GOTV

Target Audience:Connecticutvoters


ViDeo AD neTWoRKs

Adap.tv letsadvertisersrunvideoinanyadformat,andallowsthemtochoosewhichsitestorunon.Theplatformcanfilterpublishertypesbyvideoquality,contenttype,andwhetherornotadsareauto-initiatedoruser-initiated.

AOL offersin-bannerandin-streamvideoacrossitsownpropertiesaswellasthroughoutitslargeAdver-tising.comnetwork.Thecompany’sStudioNowserviceconnectsadvertiserswithanetworkoffreelancevideographers,andAOLcanlayeronvoterdatatotargetvotersbylocation,votinghabits,andothercriteria.

BrightRollprovidesin-stream,in-banner,andcustomvideoadsforonlineandmobileenvironments.Thecompanyoffersfullsitedisclosureandinteractivepre-rollcapabilitiesthroughapartnershipwithInnovid.

Huluoffersin-stream,in-banner,pre-contentsponsorshipmessages,brandedskins,andinteractivein-streamadformatsincludingadselectionunitsallowinguserstochoosewhichadthey’dliketowatch.ThenetworkprovidescontentfromawidevarietyofbroadcastandcableTVpartnersincludingABC,NBC,FoxNews,HGTV,andmore.

Say Mediaoffersvideoformatsincludingfixedplacement,expandablevideo,fullpagetakeovers,displayunitswithvideoandrichmediacomponents,andmobileandtabletunitsforiOsandAndroidplatforms.Thecompanysellsadsonacost-per-engagementmodel,hasanin-housecreativestudio,andrequiresnorichmediaservingfees.

SpotXchange sellsin-stream,in-banner,andmobilevideoadsacrossitsnetwork.Thecompanyalsoenablesinteractionincludinglocationsearchandsocialmediasharinginsidein-streamvideoformats.Itsellsbasedonavarietyofmodelsincludingcost-per-engagement,andoffersautomatedvideoadoptimization.


TidalTV partnerswithCampaignGridtoenablemulti-sourcedtargetingforin-streamandin-bannervideoadvertising.CampaignGridmatchesvoterdatafromtheRNCandothersources—alongwithconsumerdatashowingincome,purchasebehavior,orotherinformation—withtheregistrationdatagatheredfromitspartners.Itthenstripsoutpersonallyidentifiableinformationtocreatesegmentsoflikelyvotersthatcanbetargetedthroughonlineads.Now,itcanenablethatsophisticatedformoftargetingforvideoadsthroughtheTidalTVpartnership.

Tremor Videooffersavarietyofin-bannerandin-streamvideoadoptions,includingformatsforiOS,Android,andBlackBerrymobileplatforms.Thefirmpre-scansvideostoensureadsareservedagainstqual-itycontent.Tremorisopeningitsself-servemeasurementplatformtoalladvertiserstogaugevideocam-paignmetricsincludingbrandliftacrossnetworkbuys,evenwhentheyaren'trunningadsthroughTremor.

ValueClick Media providesin-banner,pre-roll,mobilevideo,andin-textvideoformats.Thecompanyallowsadvertiserstoretargetvideoadviewerswhodidnottakeavideoadactionthroughdisplayadsinitsnetwork,andcantargetadsbasedonreal-timefavorabilitydata.

YouTubeoffersin-streamvideoadunits,andallowscampaignstoincludeinteractiveoverlaysontheirvideocontenttoenableinteractivity.Advertiserscanchoosewhichvideos,channels,orcategoriestheywanttorunadsagainst.Thecompany’sTrueViewproductletsviewerschoosetocontinuewatchingadcontentafter5secondsofplay,andadvertiserspayonlywhenviewerswatchanentiread,or30secondsofanad.YouTubealsooffersin-slateadsthatplaybeforelong-formvideocontent,andallowuserstochoosetowatcheitheralongeradbeforethecontent,orfour15-secondspotsintermittentlywithinthecontent.

YuMeoffersin-streamvideounitsandvideooverlaysthatallowforavarietyofinteractivity,simultaneousdisplayads,brandedplayersskins,andmore.Mobilevideoformatsarealsoavailable.


oTheR ViDeo AD TeChnologies

Call2Actionofferssharablevideounitsthatletpeopleclickto"getinvolved,"submitcontactinformationtoreceiveemailupdates,andsharecontentviaFacebook,Twitter,MySpace,Blogger,andotherplatforms.Theunitscanbedeliveredasstandarddisplayads,sharedinaFacebooknewsfeed,andcanbeupdateddynamicallyacrossallimpressions.

EyeWonderoffersin-stream,in-banner,expandablebanneradswithvideo,andcustomvideoadsthatincorporaterichmediaelements.Thesystemalsoenablesinteractiveoverlaysandmobilecapabilities.

Innovidallowsadvertiserstointegrateinteractiveelementsintheirin-streamvideoadsacrossseveralvideoadnetworksandwebsitepublishersincludingTremor,YuMe,SpotXchange,NBC,Lifetime,Facebook,andmanyothers.

Jivoxtechnologyenablesinteractivevideo,widgets,andsocialsharingthatcanbedeliveredasin-stream,in-banner,andmobileortabletunitsacrossoperatingsystemsandplatforms.

Mixpoprovidesinteractivevideoadsinin-stream,in-banner,andmobileenvironmentsincludingtabletsandapps.Campaignscanincludesign-upformstobuildsupporterlists,pollvotersaboutissues,enablevideosharingonFacebookandTwitter,andrunseveralspotsinasingleonlineunittotestorsequenceasetofmessages.Thecompanyoffersmediabuyingandplacementservicestailoredtothepoliticalmarket.

SocialVibeservesshareablevideo-enabledadunitsfeaturinginteractivitysuchaspollsinsocialnetworks,apps,andsocialplatformssuchasFacebook,Twitter,andZynga.

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