Taking a brave step into the online contextual advertising scene is Broadband Enterprises, a company that is hoping to have the video answer to Google Adsense.
With its new vComm venture, Broadband Enterprises is offering a platform which allows advertisers to buy contextual advertising space in online videos.
Essentially, it’ll function as the video counterpart to Google’s AdSense with these contextual video adverts being automatically placed on pages with relevant content. Of course Google Adsense does this with videos and text already and has been doing so for over a year.
“To use the new platform, any Web publisher large or small can add a simple piece of code to their site’s pages, which in turn scans that particular pages’ content. The product then automatically finds and serves the most relevant ad based on that content scan.“
A Big Broadband Video Market
Broadband Enterprises aims to bring greater ad revenue to publishers and give advertisers the opportunity to target particular audiences in a way that wasn’t previously possible. If that doesn’t sound like big business to you, just check out today’s news from eMarketer.
“Online consumers now spend about as much time on the Web as they do watching TV. Both TV viewing and online use were up over the past five years. Consumers spent a median average of about 14 hours per week each on TV and the Internet.”
While Broadband Enterprises is the first to cash in with its service, it won’t be the last, with DoubleClick (a Google property), Right Media (Yahoo) and Atlas (Microsoft) all set to reach for a slice of the video advertising pie in the near future.
Broadband Enterprises Thinks it is the First. Is it?
Although it’s impossible to tell at present who’ll take the greatest share in the contextual video advertising market, it’s clear that Matt Wasserlauf, CEO of Broadband Enterprises, appreciates the importance of getting on the bandwagon early.
“The whole industry’s obviously moving in this direction, but it’s nice to be the first.”
First in the industry to do contextual video advertising? Does he not know that Google has been doing this for over a year? I could be wrong but I don’t see how this is different.
[Via Media Week]
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