EType wins video ad deal for Videoegg's websites
Online sales house eType has won the contract to sell video advertising on the Videoegg network, a portfolio of websites including social networking sites Bebo, Piczo and Hi-5.
EType estimates the deal will be worth £4m a year in advertising
revenue and claimed to have the UK's largest video ad network as a
result.
The video advertising win for eType will be a boost for the firm, as it
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YouTube.
Last year, eType won the account to represent YouTube in the UK, but the
contract was signed just weeks before the Google acquisition of YouTube.
That six-month deal has now come to a close and Google will be handling
all sales in the UK in-house.
The Eggnetwork, as Videoegg's advertising specialist division is called,
is embedded in more than 60 websites.
Instead of using pre-roll advertising on videos, the network uses
transparent in-video and post-roll creative executions.
The in-video ad is a strip along the bottom of the video clip. When the
strip is clicked, the stream pauses.
Managing director Rob Gay said: "Other video networks focus on pre-roll
formats, but we've found that these ads often annoy users because they
delay the video."
He added that an in-video ad was five times more likely to be clicked
than a standard banner ad.
Advertisers who have used the Egg network so far include Lucozade, EA
Games, Universal, Lynx, L'Oreal, Dell, Nintendo, Fox, Kimberly-Clark and
Unilever.
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