First and Only Comprehensive Solution That Dynamically Creates Exponentially More Online Video Advertising Inventory and Revenue
Cambridge, Mass. – October 15, 2007 – Maven Networks, a leading Internet TV platform company, today announced the launch of the Maven Internet TV Advertising Platform™, the first and only complete online video advertising solution to dramatically increase video advertising inventory and revenue via new ad formats, an intelligent and dynamic video ad insertion engine, and sophisticated video ad inventory management tools. Now, through the combined power of these advanced capabilities, media companies can finally unlock the full potential of their video streams, exponentially increase ad revenues, and provide consumers greater choice and control over their level of interaction with video advertising.
For many consumers and marketers, today’s dominant online video ad format, the pre-roll, presents several challenges to the growth of video online – disruptive and intrusive, pre-rolls lack interactive capabilities and require frequency caps that lead to reduced ad inventory at a time of rapid growth in advertiser demand. The Maven Internet TV Advertising Platform introduces a series of new, non-proprietary formats that are significantly more engaging than pre-roll ads, create a better user experience and deliver higher value ad units for advertisers. The new ad formats take full advantage of in-video interactivity through the use of transparent overlays and video telescoping, and are intelligently placed within video streams to create additional, previously unavailable ad inventory.
"Ogilvy is working with Maven to help evolve the platform to create new formats in online video advertising that truly reach the right target at the right time with the right message -- it is the holy grail of advertising that marketers have been searching for," said Maria Mandel, Senior Partner and Executive Director of Digital Innovation, Ogilvy.
A unique component of Maven’s ad platform is the patent-pending dynamic ad insertion engine, which automatically determines optimal ad viewing points within a video clip based upon historical usage analytics (e.g. user viewing behavior and video popularity) and associated metadata (video length, topic, etc.). This enables the relevant ad to be delivered at the appropriate time to the right viewer. Pre-identified, manually placed insertion points within the video can also be created through a complementary cue point editor. Advanced inventory management and forecasting capabilities allow for greater advertising sales efficiencies to ensure all available ad inventory is sold and delivered. The result is an exponential increase in ad inventory within short and long-form video content that media companies can make immediately available.
Maven today also announced the formation of the Internet TV Advertising Forum, a collaboration among industry leaders in advertising, media and technology to define next-generation video advertising standards, formats and pricing models [see separate release].
“As advertising dollars began shifting to Internet TV, the easy first step was to repurpose traditional broadcast TV ads rather than figure out how to combine the interactive capabilities of the new digital medium with the power of video,” said Hilmi Ozguc, Founder and CEO of Maven. “The full potential of online video advertising will remain limited without the introduction of more effective ad formats and technologies that exponentially unlock new inventory. We’re solving those issues with our new platform, which accelerates the adoption of the next generation of video advertising concepts and experiences.”
About Maven Networks
Maven Networks (www.maven.net) is powering the Internet TV revolution. As a critical technology partner, Maven enables professional media companies to quickly and easily create, distribute and profit from direct-to-consumer Internet TV channels and networks. The Maven Internet TV Platform™ is used by industry-leading organizations around the globe such as CBS’s CSTV, The Financial Times, Fox News, Hearst, SONY BMG, Sony Pictures Television, and TV Guide.
