Maven Networks, the Internet TV platform that recently signed on FOX as a client, has just launched an advertising option for marketers. This new ad platform means that it's easier for businesses to market through content distributed on Maven, and it's easier for distributors to monetize their content.
In conjunction with Ogilvy and Scripps, the Maven ad platform will offer a few different options for advertising, including methods that utilize overlays and video telescoping, all of which can be integrated into video streams. The use of these methods are supposed to be less intrusive than pre-roll ads, and don't rely on a scalable database of video ad inventory. The way in which the ads are integrated into streaming content in fact creates ad inventory instead.
A large part of this process will be automated, and provide dynamic advertising for optimal placement of ads. This dynamic ad placement will be based in part on viewing behavior and video popularity, along with basic metadata, like the video, length, and topic of the clip. This means less work for all parties involved, and also presents a good opportunity for analytics that can be used for marketers that are still feeling out the best ways to leverage the online video advertising environment. An accompanying discussion forum has also been launched for users of the new ad platform.