This Ad-Tech Company Thinks Interactive Video Ads Can Bypass Blockers

With the rise of ad blocking and fraud concerns, publishers continue to get ads in front of consumers. One startup called Free All Media thinks it may have found a business model that works around those blockers by plugging content directly into publishers' sites. The Hopatcong, N.J.-based company works with publishers—including Outside Television and Turner Sports—to set up video ads that encourage consumers to take an action, like entering an email address or receiving a coupon, to access content. They believe that model will get people to spend extra time with content, which benefits the advertiser and the media company.  "Ad buyers are saying, 'Impressions are not enough,'" said Brian McCourt, Free All Media's CEO and founder. "We focus on [solving] fatigue and inundation of ads." For example, the TV network Outside Television ran a six-week campaign this fall on its homepage promoting Locally.com, a shopping site that finds inventory in stores for consumers. After watching one of the site's clips, consumers could enter their email address for a chance to win prizes from 15 outdoor gear brands available on the site including Osprey, Deuter and Sea to Summit.  Unlike other video ads wrapped in ad-serving technology that gets wiped out by blockers, Locally.com's promo was embedded as a piece of code—called an iframe—into Outside Television's content management system. Blockers recognized it as a regular piece of content, which kept it on the page. The ads are priced... Continue reading at 'AdWeek'

[ AdWeek | 2015-12-17 00:00:00 UTC ]

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