Greenlight gets go-ahead to handle VideoJug search

by Ann-Marie Corvin, Media Week 03-Jun-08, 07:30

LONDON - VideoJug, the "how to" video site led by ex-Hearst Digital managing director Nancy Cruickshank, has appointed Greenlight to handle its paid search activity ahead of the launch of a new range of video ad formats.

Launched in 2006, the site claims to have more than two million unique users and offers a variety of online videos such as "how to" guides and "ask the expert" interviews.

Greenlight's pay-per-click campaign will target the site's inventory of videos, with the aim of widening VideoJug's visibility and user base, while ensuring video content is accurate and up to date.

The agency will use two of its own technologies: Adapt, which works with client inventories, and Quant, which optimises keyword searches.

Recent wins include Co-operative Financial Services, Abercrombie & Kent and American Express.
Cruickshank claimed VideoJug's user base would increase as demand for high-quality video "explodes during 2008 and beyond". Growth is also likely to come from its recent partnership with
MySpace, under which VideoJug launched a branded channel on the social networking site.

Charlie Peachy, head of marketing at VideoJug, added that the site plans to launch a range of in-video advertising formats. These include flash overlays that appear in the bottom 20% of the site's video player, branded skins, which allow clients to take ownership of the video-playing console, product placement and a function to allow users to zoom in on items within the videos.

Separately, as part of an ad campaign with Intel, the company is creating sponsored videos such as a film to advise consumers with their PC purchases.