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Press Release


Online video enhances Internet advertising capabilities

Online video enhances Internet advertising capabilities is breaking new ground with the development of the UK's first online video advertising network, heralding a new wave of digital marketing.

Today's announcement offers advertisers the opportunity to target consumers with 15 and 30-second pre-roll and post-roll commercials within streamed video content.

With this new service is giving publishers the chance to translate television and video content onto the Internet.

Powered by Lightningcast proprietary software (acquired by in April 2006), the new video network guarantees high reach to a targeted audience within a short space of time.

Prior to launching the video network, is hosting a roundtable on 13 October, attended by senior personnel from some of the UK's leading media agencies.

The aim of this event is to ensure the service fulfils the needs of both agencies and advertisers. This will be followed by a 'learning lunch' on 2 November, which is open to agencies and publishers wishing to find out more about the video network.

Unlike's traditional advertising service, which is a blind network, advertisers placing video content will know exactly on which sites advertisements are shown. Video advertising helps companies to cut through the noise with targeted marketing messages. Benefits of online video include:

* Consistency between marketing mediums
* Reduced production cost and improved return on investment
* Re-enforced messages to key audiences
* Cost effective up-weights
* A visual link between TV campaigns and the brand's web site
* Precise targeting with contextually relevant web sites
* Allows viewers to watch the commercial, off air, on-demand and to interact and engage with the content at a time and place of their choosing

Mike Peralta, UK Managing Director of, is confident the new video network will invigorate the online advertising sector.

He said: "One of the most compelling features of our system is the advertisement management function. This enables us to smoothly deliver content across any range of the sites within our network using frequency capping, demographic targeting and other values requested by the advertiser. Our method allows much greater control and flexibility than other systems available on the market that require the advertisement to be hard-coded into a publisher's site.

"Advertisers already understand the concept of TV advertising, so our online video network acts as a bridge between traditional advertising channels and newer digital media. Online video advertising is set to further increase the use of the Internet in branding campaigns, rather than simply as a means to drive direct sales, by exploiting broadband users' enthusiasm for video content." 

For more information on's video network, or to register interest for the 2 November 'learning lunch', please contact Carla Cotterell on 020 7092 2036.

Notes to Editors

About is a full service digital marketing company, providing results-based performance and branding campaigns for clients and agencies. Services include web, search and affiliate marketing.

Owned by AOL Time Warner, operates the largest interactive advertising network, comprising inventory purchased from web and search publishers. This network reaches 25 million unique users each month - 84 per cent of the total online population.

All press enquiries to:
Sarah Belizaire-Marron/Natalie Murtagh
Midnight Communications
Tel: 01273 666200


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