Eyeblaster Debuts In-Stream Ad Product

NEW YORK Eyeblaster today introduced an in-stream advertising product that enables Web publishers to serve 15- and 30-second video-based ads before, during and after streaming content.

The product, called the “VideoClip Module,” will allow for the delivery of up to three ads within video content in Flash or Windows Media format.

“We believe that the future of video-based online advertising is tied to video-based online content,” said Gal Trifon, CEO of Eyeblaster, a New York-based company that provides online advertisers and publishers with technology to create, deliver and manage ad formats.

WWE.com, iFilm.com, CondeNet’s Style.com and Primedia’s About.com have agreed to participate in VideoClip’s three-month beta program, joining a number of publishers who are inserting TV-like creative within online video. Microsoft’s MSN and Disney’s ESPN.com, for instance, both offer ad-supported video content.

“We will be able to monetize the 7-9 million streams we serve each month as premium ad inventory,” said David Cohn, director of integrated advertising sales at WWE.com parent World Wrestling Entertainment.

Eyeblaster is charging online publishers a $5 CPM rate for the VideoClip until year’s end, a company rep said; the fee will rise to $6 CPM next year.

The product will enable marketers to include interactivity within the video ads, such as clickable Flash animations and data capture. It will also track metrics such as impressions, click-throughs, play duration, reach and frequency, and post-click and post-impression activity.

In addition, Eyeblaster said today that it is extending the capabilities of its seven video-enabled ad formats by raising the file size capacity to 2.2 MB of video and Flash.