updated 09:10 pm EDT, Tue October 28, 2008
iTunes video ads
Blip.tv has developed new ways to serve ads in video files that are downloaded from iTunes or other sources, according to TechCrunch. Many people watch videos that stream from websites, which may include real-time targeted ads that are tracked when the user navigates to the linked page. When the files are downloaded, however, they present a unique set of challenges for advertisers. Downloaded videos have lacked the refreshing and tracking capabilities that are available on Flash or Silverlight content.
Blip.tv has taken a different approach and found a way to dynamically integrate ads into videos. The company can place pre-roll, post-roll, or overlay ads from DoubleClick into iTunes videos, while still including hyperlinks for tracking when a user clicks on the ad. Although the tracking only works when the file is viewed from within iTunes, Blip.tv estimates the dynamic content to be viewed 50 to 75 percent of the time.
For the files that end up being watched on iPods or Apple TV, the initial ad is still contained in the video. The company allows advertisers to target particular demographics by matching campaigns to the type of content the viewer is watching. Blip.tv claims to have already experienced success with the format when it inserted Puma ads into golf shows geared for females. The next step in the technology would be to bring the dynamic ads to any media player that has an internet connection, such as the iPod touch.