Collective, YuMe Enhance Networks

A pair of major online ad networks have announced enhancements aimed at making Web video advertising more ubiquitous and sophisticated.

First off, Collective—which operates the ninth-largest ad network in the U.S., according to comScore–has enhanced its Collective Video offering by allowing buyers to utilize the company’s rich collection of audience data, just as they do with display ads. Collective claims that its proprietary AMP Audience Cloud product now houses behavioral and psychographic data on 185 million Web users (90 percent of the U.S. Audience).

Thus, according to Collective officials, buyers can now employ that data to deliver video ads on over 3,000 different Web sites represented by Collective by targeting individual users—rather than by targeting ads based on sites’ content and environment. The company makes a similar targeting promise with its display ad offering.

With Collective Video, the company is betting on digital buyers’ desire to be able to purchase video ad inventory on a much wider array of Web sites—rather than just limiting their options to a handful of large video-only sites.

That’s long been the promise of the Web-video specialty ad network YuMe, which itself has unveiled a new brand-friendly ad product. The company’s new Triple Play ad placement features a traditional pre-roll ad that is immediately followed by an interactive menu. Users are given the choice to receive more information on an advertiser’s product, watch more video content, sign up for offers or even visit a brand’s site or Facebook page.

YuMe has partnered with Horizon Interactive to test the new Triple Play placement. The agency’s client Livescribe is using the unit to promote its Pulse smartpen. Eric Petitt, Livescribe’s senior director of marketing, said he likes Triple Play’s versatility “The unit combines the sight, sound and motion of video advertising with the interactivity of social media, giving consumers more ways to interact with our brand than with a traditional pre-roll,” he said.