Advertising is an important part of the Internet, but how are content creators and advertisers going to come together to start making money off videos? At Under the Radar this morning four new Web 2.0 advertising companies that specialize in video are trying to figure that out.
Adap.tv is an online video advertising platform that looks at the context of a video to place advertisements. Almost like Google's contextual AdSense program, Adapt.tv reads a video's metadata to figure out what the video is about before serving up an ad that (hopefully) is related. Ads pop up in a small transparent bar on the bottom of a video while it's playing.
ScanScout is another service that inserts ads into videos. Like Adap.tv, ScanScout will insert a small transparent toolbar on the bottom of a playing video, along with a video link right inside it. Once users click it, it will pause the video they're currently watching and "pop-up" yet another video. The service can also insert ads before and after a video clip.
In addition to inserting ads on context, it will also look at the genre of a video to pull up similar ad videos. In this case, the example video of a man talking about mittens for kittens brought up a Flight of the Concords clip.
XLNTads is creating their own network that pays people to create video ads. It's funded by companies, who create "challenges" for XLNTads content creators to make ads for an ad campaign.XLNTads provides brand logos and related media items, and the users do the rest. The winning videographer gets the partial rights to their ads, along with future revenue earnings. It's essentially an ad agency that's attempting to tap into freelance video creators to do all the work.
YuMe (pronounced "You-Me") is an advertising company that's focusing on serving up localized ads for videos based on location. Similar to some text ads you might have seen while surfing the Web that include your city name, YuMe is attempting to do the same thing with video advertising. One of their examples was an ad for airline tickets in three different cities. The airfare to the same location from three different areas were different prices instead of one generic pitch.