Collective Launches Enhanced Video Advertising Network

Network Built on AMP Audience Targeting Platform

New York, NY, January 19, 2010 – In a move that’s expected to improve the lives of online media planners everywhere, Collective, a leading media and technology solutions company for online display advertising, today launched the newly enhanced Collective Video, an online video network capable of targeting in-stream video ads down to the individual Web user, using AMP, Collective’s advanced display advertising audience targeting platform.

“Advertisers have long-desired the ability to target in-stream video advertising as precisely as they could online display, and to buy both ad campaigns from the same supplier,” said Joe Apprendi, CEO of Collective.

“Today’s launch brings an end to the video audience guessing game and the multiple vendors and inconsistent metrics typical of an integrated online campaign. Backed by the demographic and psychographic targeting capabilities of AMP, advertisers no longer have to settle for just programming as a proxy to reach their target audience.”

The newly enhanced network enables advertisers to place any in-stream ad format, including: 15 and :30 second pre-roll and overlay ads, on more than 3,000 premium content sites based on audience data driven by Collective’s vast AMP Audience Cloud, rather than assuming visitors’ preferences based only on the content of a particular video.

“We trust and rely on Collective’s audience targeting capabilities for display,” said Jeff Zannella, Media Director, Carat. “Applying this sophisticated targeting to in-stream video is a natural extension of our broadcast, cable and online spending. As you can imagine, online video is very important to our brand advertising efforts, and Collective’s ability to reach individual users makes it even more attractive.”

Collective Video enables advertisers to target users based on information drawn from the AMP Audience Cloud, which contains anonymous demographic, psychographic and behavioral data on 185 million web users, representing 90 percent of the U.S. internet population. Advertisers can also now receive sophisticated, detailed performance analytics on specific audience segments. AMP not only allows marketers to watch the responses of their audiences in real-time, but also enables them to see the likely responses of consumers that they did not originally target. The resulting insights are expected to significantly boost the returns of in-stream video.

Collective Video also provides advertisers with the efficiency of being able to buy both online display and in-stream video from the same provider, with uniform audience targeting and ad effectiveness analytics.

Source: Collective