ShortTail Media Announces New Online Ad Platform
Posted: May 11, 2009
By: DMB - Press Release
ShortTail Media Announces New Online Ad Platform, Creating Additive Video Inventory for Websites’ Non-Video Traffic. Taps Industry Veterans to Solve Problem of Generating Scalable and Impactful Brand Advertising on the Web
Atlanta (May 11, 2009) ShortTail Media announced today it has teamed up with Schematic (a WPP Digital Company) and Visible Measures, a leading video measurement firm, to develop a new video ad platform designed to create true scalability and measurability for video commercials online. Known as the Digital 30 - or D30 - ShortTail’s platform provides an easy way for advertisers to distribute their existing 15- or 30-second spots across some of the nation’s premier websites. The D30 Platform serves video ads as users navigate to sites from search or headline links, creating valuable new ad inventory that does not compete or interfere with existing pre-roll video or display ads on partner websites.
Noting that the wide predominance of web browsing still involves reading articles or viewing pictures, while the most effective and fastest growing sector of online advertising is video, the companies have collaborated on a platform that delivers a streaming video ad in an overlay served on top of website pages. The impactful video ads look to strike a new balance between user experience and free content.
To address one of the principal shortcomings of traditional television advertising, the D30 Platform incorporates Visible Measures’ patented video measurement technologies to provide best-in-class reach and engagement reporting. By leveraging Visible Measures’ analytics, the D30 platform will show advertisers how long users actually engaged with their advertising, providing a more direct and complete scorecard of ad effectiveness than television’s panel-based research.
“This is innovation through simplification. We’re marrying what has traditionally been the most scalable and sell-able of offline ad units - the 30 second spot - with online websites, in a move ultimately intended to replace the banner as the standard,” says David Payne, CEO of ShortTail Media and the former head of CNN.com. “By focusing on both user navigation patterns and on what actually works for advertisers (video advertising), we’re solving a critical marketplace shortcoming.”
“The D30 is an interesting and unique opportunity worth serious consideration, but more importantly we’re pleased to see companies like ShortTail focusing on delivering innovation and creativity during the economic downturn,” says Sarah Baehr, Vice President of Media, Razorfish.
“Creating an online ad experience that delivers real value to the content publisher, the advertiser, and the consumer is the best recipe for success in the digital marketplace, and we are pleased to have been selected by ShortTail to help develop the D30 platform,” says Bob Keyser, SVP of Schematic. “This is the first broad scale platform to offer easy integration of high-quality video ads into premium, non-video environments. By requiring a minimum 10-second view of the spot, the D30 delivers a higher rate of viewer engagement than standard display ads that are often skipped
or overlooked.”
The Digital 30 will launch its Beta program this summer with select publishers and advertisers.
Schematic ( <http://www.schematic.com/> www.schematic.com), a WPP Digital company, deploys and develops solutions for the Web, mobile devices, television, digital environments and emerging platforms. Schematic offers complete strategic, creative, marketing and technology services to Fortune 1000 companies, including Target, Microsoft, DELL, Turner and Nokia.
Visible Measures ( <http://www.visiblemeasures.com/> http://www.visiblemeasures.com) is the independent third-party measurement firm for Internet video publishers, advertisers, and social marketers. The company’s patented approach has been designed from the ground up to meet the unique challenges of measuring digital video reach and engagement. Visible Measures provides its customers and partners with unprecedented visibility into their online video audiences and how they engage with both content assets and advertising placements. Visible Measures is a member of the Interactive Advertising Bureau’s (IAB) Digital Video Committee and the Advertising Research Foundation (ARF).
Headquartered in New York and Atlanta, ShortTail Media (http://www.shorttailmedia.com) is a privately-held company operating the world’s first alliance of 50+ top-tier online publishers whose off-line media properties include broadcast TV, cable TV, newspaper, and magazines and that have an aggregated reach of 80MM Unique Users. The company is co-founded by David Payne the former SVP/General
Manager of CNN.com, and Jason Krebs, former VP of Conde Nast Media Group-Interactive. The Company received its first round of funding from General Catalyst Partners in Boston, MA.
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George Simpson
George H. Simpson Communications
203.521.0352
george@georgesimpson.com
www.georgesimpson.com
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