DART Motif for In-Stream Helps Publishers Improve Efficiency, Push the Envelope with Video Ad Effects and Offer Advertisers Trusted, Reliable Reporting Metrics
NEW YORK, NY, November 6, 2006 - DoubleClick Inc., the premier provider of digital advertising technology and services, today announced the launch of DART MotifTM for In-Stream, a publisher solution for managing video ad serving. The solution, which is fully integrated with DART for Publishers, allows publishers to offer trusted IAB compliant metrics and differentiated streaming video inventory through unique in-stream video ad effects.
DART Motif for In-Stream tracks extensive metrics such as mutes, midpoints, pauses, restarts, average view times and full screen views in addition to standard metrics such as impressions, clicks, completes, conversions, and reach and frequency. All in-stream reporting is IAB compliant and based on the industry-standard DART ad server whose reliability is valued by agencies, advertisers and marketers worldwide. Integrating Motif for In-Stream with DART for Publishers also provides customers with integrated reporting and inventory management for their video and non-video advertising. Fourteen DoubleClick customers including Fox Interactive Media, TV Guide, National Geographic, TheFifthNetwork and Allrecipes.com participated in a beta program for the new solution.
“DART Motif for In-Stream was a perfect fit for our video player and syndication platform,” said Ben Barokas of TheFifthNetwork. “As we provide our publisher partners with innovative video advertising solutions and introduce them to online content syndication, Motif for In-Stream was the natural choice to efficiently standardize the implementation of industry-standard, IAB-compliant in-stream ads.”
DART Motif for In-Stream was built with the television workflow in mind. The system includes integrated support of Ad-ID codes, the recognized standards for video content management developed by the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (AAAA). With the support of Ad-ID, Motif for In-Stream will allow online video reporting to be tailored to the needs of media buyers from the traditional television realm.
The Motif for In-Stream solution also complements DoubleClick`s existing advertiser and agency solution. DoubleClick, through its Klipmart division, pioneered the in-stream advertising market with its Universal In-Stream product for agencies and advertisers. Launched in 2005, Universal In-Stream allows agencies to track impressions, conversions, reach, frequency and advanced metrics across leading websites, and has been certified by 40 of the top publishers offering video ad inventory. Universal In-Stream has been adopted by leading agencies including Carat Fusion and MediaVest.
“The popularity of video is exploding and publishers need a reliable system for trafficking, targeting, forecasting and reporting on this valuable inventory," said Ari Paparo, vice president of rich media at DoubleClick. "DART Motif for In-Stream is an exciting and innovative extension of the DART for Publishers platform that will help publishers go beyond pre-roll to create innovative, engaging environments for users, while offering agencies, advertisers, and marketers the trusted metrics that justify spending on this new medium.”
DART Motif for In-Stream helps publishers move beyond pre-roll with a range of video ad effects that help create differentiated, engaging brand experiences for consumers. The video ad effects include:
-- The Sweet SpotTM: Enhances the users experience with clickable video that allows users to explore detailed features of the product or service.
-- Video Roadblocks: Provides advertisers with complete share of ad space by synchronizing any number of display or rich media ads with the video creative.
-- Shadow Ads: Creates additional inventory by showing a roadblocked creative directly below the video only when it is playing.
-- Telescoping: Lets users learn more about a product or service by displaying a long-form version of the video ad at the user’s request.
-- Bugs: Display a persistent floating ad on top of the video content as a companion to a video ad.
-- Interactive Video: Cuts through the clutter by including interactive elements in the video ad, such as polls or games.
-- Video Ad Curtain: Gives the advertiser complete coverage of the player area with a rich media ad that expands while a video ad plays.
For more information on DART Motif for In-Stream, please visit www.dartmotif.com/instream.
DoubleClick provides technology and services that empower marketers, agencies and web publishers to work together successfully and profit from their digital marketing investments. Our focus on innovation, reliability and insight enables clients to improve productivity and results.
Since 1996, DoubleClick has empowered the original thinkers and leaders in the digital advertising industry to deliver on the promise of the rich possibilities of our medium. Today, the company’s DART and Performics divisions power the online advertising marketplace. Tomorrow, we will continue to enable clients to profit from opportunities across all digital advertising channels as consumers worldwide embrace them.
DoubleClick has global headquarters in New York City and maintains 21 offices around the world to serve its more than 1,500 clients.
DoubleClick press contacts:
David Frankland, Director, Corporate Communications, DoubleClick, 212-381-5629
Ojas Naik, Account Director, Ogilvy Public Relations Worldwide, 212-880-5243