A Call for Better Creative in Online Advertising

A while ago, ZEDO’s marketing team had a discussion about the new possibilities for our high impact formats. We thought about sponsoring a contest to encourage creative directors to exercise their talents on some of these formats, because they guarantee 99% viewable impressions but they don’t necessarily guarantee conversions.

Why? Because brand lift and conversions require something more than great formats that produce oohs and aahs over the engineering that created them. They also require great content.

This morning a post by Jason Lehmbeck caught my attention:

The first wave of online ad innovation has enabled marketers to buy and trade consumers like pork bellies. Marketers can now reach consumers anywhere: at work, in their living rooms, in their cars — even in their bathrooms. But when it comes to advertising, the Internet revolution has largely overlooked the most important piece of the marketing equation: the ad itself.

Lehmbeck goes on to say that advertisers have swung too far to the “tech” end of ad tech. Now we have to go back to the “ad” part. We’ve got the analytics, but there will be nothing to analyze if we create and place ads mechanically without engaging the consumer. We’ve got to go back to connecting the formats to the content, and giving the consumer an educational, entertaining, and informative experience.

There’s no better way to do this than on-screen video. Consumers are watching online video in every format from the smart phone to the web-connected TV. This means online advertising can now be as effective as TV advertising — with the right creative.  Our new full-screen video formats that take existing TV ads and transfer them to online and mobile instances can deliver the results advertisers want, using the tools they perfected years ago.

It is time for advertisers to go back to what they do best: create great ads.  Let this be a challenge to you. If you can create them, we can get them seen.

ZEDO Integrates comScore Validation Tools for Online Video Campaigns

  

comScore vCE for Video Can Now Include Viewability in Addition to Audience Validation for Online Video Market, Improving Cross-Media Integration with TV

 

RESTON, VA, October 1, 2012 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today announced the global introduction of validated Campaign Essentials™ (vCE) for Video, which measures GRPs, demographics and behavioral profiles of  audiences reached by video campaigns, as well as the extent to which video ads were actually viewable by consumers. This innovative new solution builds on comScore’s existing video campaign measurement capability, which has been used extensively by clients over the past three years. By introducing comScore’s video validation technology, vCE Video now also delivers unique insight on whether the video ad was actually seen by a real viewer, bringing these metrics into closer alignment with TV based on a similar ‘opportunity to see’ standard.

 

“comScore is delighted to announce the availability of vCE Video, delivering a solution for the growing need in our industry to better align video campaign measurement with TV through the validated GRP,” said Anne Hunter, Senior Vice President, Advertising Effectiveness Products at comScore. “Our extensive work to date measuring online video has shown it to be an extremely effective advertising platform, especially at reaching younger audience targets. But the introduction of viewability measurement provides an important new level of validation that significantly improves the ability to quantify the impact of video ads. These new insights bring enhanced transparency and accountability for advertisers and agencies and promise to improve the monetization opportunities for publishers, while also allowing for the seamless integration of online video with TV in cross-media campaigns.”

 

More than 120 advertisers and agencies and 80 publishers in 28 countries have conducted digital campaign measurement with comScore vCE, which received MRC accreditation in August for campaign verification. vCE Video is available on a global basis, and has the strong support of a broad range of leading partners, including Accordant Media, Adap.tv, Adconion, AdJuggler, Ad-Juster, Inc., AdoTube, AOL, Casale Media, Centro, Comcast Media 360, CPX Interactive, DataXu, Extreme Reach, Firefly Video, FreeWheel, Innovid, Jivox, LiveRail, MediaMath, Mediaplex, PointRoll, Solve Media, SpotXChange, TubeMogul, Turn, Unanimis, Undertone, Videology, VINDICO, and ZEDO.

 

vCE Video Product Details

vCE Video provides both traditional audience measurement of video ad campaigns, as well as validated measurement. comScore’s traditional campaign measurement includes Reach, Frequency, Gross Rating Points (GRPs) and Target Rating Points (TRPs) based on impressions. Validated video reporting metrics – validated Reach and Frequency, validated Gross Ratings Points (vGRP’s) and validated Target Rating Points (vTRPs) – provide a better accounting of which consumers can actually be influenced by the ad’s content because they viewed it.
vCE Video’s reporting capabilities are designed to be compatible with TV campaign measurement, including overnight reporting of audience demographics and integration with comScore’s new multi-platform audience data that includes TV. Available demographics for vCE Video include age, gender, household income, household size, race, and ethnicity in the U.S. and vary in other countries according to local demographic reporting standards. Video campaigns can also be measured against more than 70 different behavioral segments on a global basis, allowing advertisers to understand the impact of viewed impressions on segments of people with similar behaviors, such as auto, food or travel enthusiasts. vCE Video reporting metrics can also be combined with other digital campaigns involving display and rich media to provide an unduplicated view of audiences across multiple ad formats.

 

comScore will work with Making Measurement Make Sense (3MS) and other industry bodies as viewability standards for video measurement continue to evolve. Until official industry standards are adopted, comScore will work with clients around mutually agreed-upon standards.

 

Leading Video Platforms & Media Companies Highlight Benefits of comScore vCE Video

“To get the best measure of campaign performance, buyers need insights that tell them which ads have the greatest opportunity to reach and impact the viewer. Improvements in campaign reporting like comScore’s vCE Video enable those insights. It’s this type of innovation that is helping advance our industry.”

–       Toby Gabriner, President, Adap.tv

 

“We have been working very successful with comScore validated Campaign Essentials for the past several months for our performance business, Adconion Direct, across several markets. We are absolutely thrilled to be able to roll this out as well to smartclip, our multiscreen video and brand advertising platform. The comScore vCE Video solution encompasses a vast array of advantages, which will benefit the entire industry, including the global scalability and – in particular – the reflection of the steady growth of video in the multiple-device world as we see it today and where we can see a huge amount of growth in the future. The precise and accountable measurements by comScore give all players in the market the transparency and accountability for campaigns on all devices.”

–       Tyler Moebius, CEO of Adconion Media Group.

 

“AOL has been a key driver for accelerating the flow of ad dollars from TV to online. We’re proud to offer our clients a tool that helps ensure their campaign spend drives visibility among the most receptive audiences. It’s this kind of equivalency with TV measurement solutions that will help push our industry forward.”

–       Ran Harnevo, SVP of Video, The AOL On Network

 

“The Digital Upfronts are quickly changing the dynamics of how online video advertising is bought and sold. The ability to verify viewability against a specific target audience helps bring digital video into closer alignment with TV, making the buying and selling process more seamless and integrated.”

–       Tom Straszewski, VP Interactive Sales, Comcast Media 360

 

“Innovid’s integration with comScore’s vCE Video platform provides our clients with familiar reporting metrics critical to evaluating the success of their video ad campaigns. As we continue to evolve towards ‘TV Everywhere’, data and analytics that facilitate apples-to-apples comparisons with traditional advertising empower brands to make sound media buying decisions across the multiple platforms available to them.”

–        Zvika Netter, CEO and Co-founder, Innovid

                 

“Video campaign GRPs were a necessary first step to facilitate cross-media planning with TV, but viewability represents a giant leap forward in video’s quest for TV dollars. It introduces a new standard for validated views that begins to leverage the immense measurement capabilities of digital video for traditional TV buyers.”

–       Mark Trefgarne, CEO, LiveRail

 

“We are really excited that comScore recognizes the importance of viewability and audience validation for online video. Being able to verify that video ads were actually seen by the target audience not only helps instill confidence in the online video advertising space, but it also creates better alignment with TV measurement. We are constantly looking for innovations like vCE that advance and provide value to the entire advertising ecosystem.”

–       Todd Pasternack, Director of Creative Technology, PointRoll

 

“We welcome comScore’s commitment to addressing the issue of viewability within video advertising. Viewability is a key metric for valuing media and validation from an independent provider like comScore is important to ensure credibility and clarity for brand-focused advertisers.”

–       Young Jin, Senior Director, Video Product Management, Undertone

 

“Advertisers are demanding comprehensive audience demographic measurement to better understand their video campaign performance. Verifying the demo-make up of their target audience and using TV measurement solutions gives advertisers the best cross-platform assessment of their campaign. Integrating comScore’s vCE product into VINDICO helps advertisers easily validate their audience at scale.”

–       Matt Timothy, President, Vindico

 

“ZEDO is committed to measuring and validating results for its publisher and advertiser partners. That’s

why we worked with the original AdXpose, and why we are now signing on to a partnership with comScore for their validated Campaign Essentials (vCE) program. This is an added bonus for our customers, who understand the importance of their ads actually being seen. In fact, the viewable impressions metric for our InView Slider ad is consistently 99% as measured by comScore.”

–       Paul Prior, President, ZEDO

 

About comScore validated Campaign Essentials

comScore validated Campaign Essentials (vCE) is a holistic solution for complete campaign delivery validation and in-flight optimization. Unlike existing single-point solutions, vCE provides an unduplicated accounting of impressions delivered across a variety of dimensions, such as ads delivered in-view, in the right geography, in a brand safe environment and absent of non-human traffic. This measurement eliminates all impressions that never had a chance to make an impact, providing a more realistic and accurate picture of campaign delivery. vCE reports on comprehensive demographics, behavioral segments and reach and frequency, delivering a cross-media comparable GRP metric to the marketplace.

 

About comScore

comScore, Inc. (NASDAQ: SCOR) is a global leader in measuring the digital world and preferred source of digital business analytics. For more information, please visit www.comScore.com.

 

Cautionary Note Regarding Forward-Looking Statements

This release contains forward-looking statements within the meaning of Section 27A of the Securities Act of 1933 and Section 21E of the Securities Exchange Act of 1934, including, but not limited to, expectations regarding the impact and benefits to comScore from the vCE family of products, financial or otherwise. These statements involve risks and uncertainties that could cause our actual results to differ materially, including, but not limited to: the features and characteristics of the products, the rate of development of the digital marketing intelligence, Internet advertising and e-Commerce markets; the growth of the Internet as a medium for commerce, content, advertising and communications; and the acceptance of new products and methodologies by the industry, including existing and prospective clients.

 

For a detailed discussion of these and other risk factors, please refer to comScore’s most recent respective Quarterly Reports on Form 10-Q, Annual Reports on Form 10-K and from time to time other filings with the Securities and Exchange Commission (the “SEC”), which are available on the SEC’s Web site ( http://www.sec.gov).
Stockholders of comScore are cautioned not to place undue reliance on forward-looking statements, which speak only as of the date such statements are made. comScore does not undertake any obligation to publicly update any forward-looking statements to reflect events, circumstances or new information after the date of this press release, or to reflect the occurrence of unanticipated events.

 

 

 

 

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Viewers Prefer Ads to Subscriptions for Connected TV

Followers of this blog know that I have been encouraging our industry toward more inspired online video ads. This is because the statistics are already emerging to prove that video will be the most effective form of advertising for online publishers looking to get premium CPMs. And it will be the most effective options for brands wanting to reach and engage customers easily and quickly with their already tested TV ads.

Although we’ve heard quite a bit about how adept this new generation of digital natives is with ad blocking software, they don’t seem to be using it for online TV. A new study by YuMe and Frank Magid Associates tell us that connected TV viewers actually prefer ads to paid models. According to this study 30% of all Internet homes have TVs connected to the Internet, and users of those sets are generally receptive to advertisements.

In addition, “almost 90% of connected TV users reported that they noticed ads on the platform, particularly pre-roll ads. The majority of those users also interacted with ads and nearly one-fifth of users (19%) subsequently purchased a product as a result of an ad they’ve seen.”

This is good news both for online publishers and brands. We do believe that in the next five years, the best advertising will appear either on tablets or streamed to TVs from the Internet. So the entire cable-cutting argument will become moot as viewers will indeed swap cable for Internet. They will use their big TVs as another option for a screen. They will be using a variety of “computers” such as tablets, Roku (a ZEDO customer), video game consoles, phones and set top boxes to connect the TV screen to the Internet.

The message is clear: viewers are accustomed to the traditional model of TV programs interrupted by advertising and are now willing to engage with it as well. In this viewing environment, for our partners in the publishing and advertising industries, ZEDO‘s new Full Screen TV ads on the web will prove to be a big moneymaker.


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ZEDO Solves Publisher Problems with New Formats

Here’s a conundrum we at ZEDO have long been aware of and are working to resolve.

On the one hand, brands want to know they have bought only 100% viewable impressions, and publishers want to sell advertising to stay in business. ComScore has a big viewable impressions push going, and IAB has released a new set of mobile rich media ad guidelines. Nielsen, too, is measuring the effectiveness of online ads with its great Facebook partnership. On the other hand, most brands really want to appear beside premium content; yet these publishers are very aware that intrusive ads turn off users.

If the ecosystem is ever to flourish, everyone has to participate in making the experience of advertising as unobtrusive for the visitor as it can be. Yet they must really work for the advertiser. Difficult?  Yes. This has upped the ante for advertising technology platforms like ZEDO. And we have been excited to take on that challenge and show such great results.

That’s why instead of developing one new format, we’ve developed many. For every site, there is at least one format that will both produce viewable impressions and provide an acceptable or even enjoyable user experience. And for advertisers we don’t ask for new creative, but use what they have already created for the web or TV. It is completely within the realm of possibility to satisfy the needs of both sides of the equation. Think Super Bowl ads: highly sought after by consumers and effective for advertisers.

One of the keys to producing a better user experience is ads that don’t appear unless the user actually does something — scrolls down, mouses over, or clicks. Our InView Formats are 99% viewable because they only appears when a viewer is there to see them. And our On-Page video format appears without sound until the viewer hovers over it — and it offers a full-screen viewing without leaving the original page.

When we talk to a publisher, we always have one or more formats that will fit his particular needs; we’re not a one-size-fits all company. Rather, our developers are constantly iterating and fine-tuning the advertising experience for large online publishers, whether they’ve grown up with print sites, or are “digital natives.”

For the past few years, ZEDO‘s main effort has been to create ad formats that will help online be every bit as good as TV advertising, and therefore generate great revenue to the publisher. After all, that’s what happens with Super Bowl ads; they command quite a premium because advertisers like to buy them YET users like to watch them. We are at the beginning of a potential advertising revolution on the web.  You can now step in and join it.

Don’t Confuse ZEDO High Impact Formats with Traditional Rich Media

For years, ZEDO has led the market toward better online advertising. We think of ourselves as innovators without being risk takers, working to ensure the success of our publisher partners by helping them realize higher CPMs from innovative ads.

At the same time, we help provide brands and agencies a better return on investment with our High Impact Formats. And we do that without requiring that creative be customized, because our formats fall between standard ads and rich media formats. Our High Impact Formats take advertisers’ existing creative without customization and do more with them. And the formats do work well: users see them and they allow great advertising.

Our vision is a win-win in digital just like the one we are used to in TV. The content provider benefits. And the advertiser benefits.

So we understand why our customers get so excited about our 99% viewable impressions formats. The sales people want to sell them: they get better results and premium CPMs. We know that sometimes the editorial teams and the UI teams are suspicious that users will react react badly. We can understand that, because publishers also have brands to maintain and build. And we therefore offer 9 different high impact formats AND many settings to control how they look on the site.

Now we’ve been serving these formats long enough to know that users actually don’t mind them – some even like them. We have formats that shuffle, formats that contain video, formats that play full screen video and formats on travel sites that look like beautiful content pieces.

That’s why we call them “high impact formats,” they are fun and cool and people see them. They are not standard, boring old banner ads. We’d be interested in showing them to you and asking your feedback.

Viewable Impressions? We’ve Got Them

Last week, we took the wraps off the new ZEDO. The new ZEDO is more than an ad server, more than a partner for publishers — it is a partner to the entire publishing and advertising ecosystem, an ecosystem that has been struggling for a decade with disruption.

On the publisher side, content is always regarded as king, but supporting it has become more and more challenging. On the brand side, marketers know intuitively that putting the right message in front of the right customer at the right time increases conversions, but traditional online advertising has an abysmal success record. A year ago, we set ourselves the task of fixing what’s wrong with online advertising — with the goal of making it as effective as TV.

Get ready for viewable impressions. Comscore is starting to talk about them, but ZEDO can supply them.  A well-kept secret is that we’ve been working with Comscore since the early days of AdxPose, and we were one of the first to ensure that our impressions were viewable. And now, with our new high impact formats, we can guarantee 99% viewable impressions. Measurable. Repeatable. No wonder we are excited.

We are rolling out an entire series of high impact tablet, mobile, and video ad formats for publishers to choose from. Many are video, all are optimized for tablets and mobile. They’ve got contemporary names like the Inview Slider and the Shuffle — they dance across the page and attract viewers’ attention with their creativity, rather than their intrusiveness.

The launch of our viewable impressions suite of formats comes before the launch of our new web site and identity for a reason: we want to show you that there’s substance behind our new brand. We’re not the old ZEDO, server of ads since 1999. We’ve been looking at what the advertising industry needs, what savvy marketers want, and we’re creating that for them. Brands don’t want conventional display ads; they know those don’t work. And they don’t want anything that will not be seen.

It’s time to move away from the print publishing metaphors — above and below the fold, direct marketing and branding –and get into the innovative formats our global engineering staff can deliver. We’re in the process of gathering a group of case studies based on the successes of our beta testers.

But wait! There’s more! Subscribe to the blog for updates on ZEDO.


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Are Private Exchanges a Failure?

Over the last year, many publishers–the latest of whom is Hearst– have set up private exchanges, thinking they would be the Holy Grail to raise revenues and solve the problem of selling their premium real estate at more than remnant CPMs.

As yet, most of the private exchanges haven’t succeeded, and now as a group they are
coming down the other side of the hype cycle. Publishers are still missing revenue targets, and the Lumascape just keeps getting more crowded.

One reason is that private exchanges can’t prove to agencies that they’re any more valuable than buying on the open market. Agencies are asked to buy at higher prices yet they are offered very little reach and exactly the same type of inventory they can get in the open exchanges. So agencies seeing more reach and lower prices, just stick to buying on the open exchanges.

Another reason is that private exchanges are still selling commodity inventory but hoping for a non commodity price. They are selling standard IAB sizes on standard types of sites. This is commodity inventory and RTB is forcing it to be more commoditized and less impact.

The bottom line is that publishers are creating private exchanges but no one is buying the inventory or at least not at any decent CPM. ZEDO has invested a lot into its direct pipe platform in co-operation with agencies and publishers. The phrase “direct-pipe” better explains what our product does: create a direct technology channel for agencies to buy premium publisher inventory. A good direct-pipe will include the following:
1. It will need to have programmatic buying capabilities, but that doesn’t necessarily mean auction based pricing. Auctions are for remnant
2. Agencies are more willing to buy if the formats and types of advertising on the exchange are not just standard IAB sizes but great advertising opportunities for their clients. Video is important.
3. They must have enough publishers on the direct-pipe platforms to give brand advertisers the high reach they need

Publishers tell us your experiences of private exchanges and we we can share ours…

Great Creative Drives Engagement in Mobile Ads

People are still confused about the value of mobile as an ad platform. Because consumers are now spending more time on mobile devices than on desktop PCs, it is intuitive to conclude that mobile is a great place to advertise, but most mobile ads aren’t working, and spend hasn’t grown the way it should. ROI doesn’t seem to be there, either. A recent backlash, led by Jean Louis Gassee, a respected American investor, was framed around the hypothesis that mobile might not be such a great opportunity after all.

But a convincing deck by Henry Blodgett spoke recently about the future of mobile as barely having begun. Blodgett and his collaborator point out that mobile advertising does, however, require different approaches, both in format and in creative. That seems to be what people are overlooking, You can’t just translate the desktop to the tablet or the phone, any more than you can translate print to digital — although people have wasted a lot of money trying.

First of  all,  we think the best opportunity for mobile advertising isn’t the phone. Because the phone screen is small, users feel that ads that take up too much screen real estate are intrusive, and brsides,the consumer is on the move. He can respond to a text ad, or perhaps to a location-based special offer, but the phone will evolve to be useful only for performance-based ads, not for brand lift.

On the other hand, tablet owners consume lots of content, usually in a relaxed fashion, and are more willing to tolerate ads in long-form content. Mobile ads on the tablet, especially if they are video or interactive can be very effective for building brand, especially if they are combined with social media campaigns and PR.

We have just seen an ad that we think exemplifies the best kind of creative for a tablet ad that will get results. Last week , the “creative community” (they don’t call themselves an agency) Johannes Leonardo, friends of ours in New York,  brought home the first ever Mobile Cannes Lion of Creativity award. The  winning creative, for Google and Coke, recreated the old theme of buying the world a Coke for the 21st century, allowing the viewer to access a map and choose someone in a foreign country for whom they’d like to buy a coke. The ad, on Google, was video with novel creative and high interactivity.

Why were these guys able to produce such a spectacular ad? Because Johannes Leonardo began as a creative shop with the founding belief that “the consumer is the new medium.” This is a great statement of how new mobile formats and creative must work together.

In the winning ad, the agency gave the consumer an actual task to perform.This mobile ad from Google, which re-imagines a classic Coke spot, is a digital reinterpretation of Coke’s iconic ‘Hilltop’ spot, featuring the song “I want to buy the world a Coke.”

It’s not a banner, and not a static display. Instead, the mobile ad enables viewers to actually buy a Coke for someone in a city of their choice. As he watches the mobile ad, which ran on Google’s Admob network,  a the viewer can pick a city to send the Coke to, attach a text message and press a button that dispenses a drink at  specially designed vending machines in the selected city. The viewer can even watch as his Coke is delivered. An ad like this produces high engagement.

The ad was created as part of Project Re:Brief in which Grow Interactive and agency Johannes Leonardo reimagined classic ads with a digital twistfor the modern day. While Google commissioned it, Coca-cola also signed off on the ad.

We share it with you because we believe this agency is one of the first to embrace the potential of advertising for mobile devices. We hope they will choose to try out some of ZEDO’s nine new mobile formats.

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The phone is a personal a device and users feel that the ads that take up a lot of the screen are too intrusive.

The phone is a personal a device and users feel that the ads that take up a lot of the screen are too intrusive.

Agency Creatives: The Ball’s In Your Court for Better Mobile Ads

At last week’s ComScore State of the Internet Webinar, the internet research firm presented data indicating mobile users would surpass desktop users in 2014. So why hasn’t the mobile advertising problem been solved? In fact, why do some tech pundits think that mobile advertising revenues will NEVER materialize, and are only “a mirage’?

We think it’s because most publishers have not applied real creativity to mobile advertising. They’ve been content to take the same performance-based ads they used on the desktop–the ones that they can only sell at low CPMs and the same ones that don’t perform well for brands–and move them to a smaller screen.

This won’t cut it. It’s what drives Jean Louis Gassee to say

Now we have advertising on smartphones, and we’ve fallen into a comfortable, predictable rut: “It’s just like Web advertising on the PC, shrunk to fit.” We see the same methods, the same designs, the same business models, wedged onto a smaller screen.

Mobile needs new formats and new creativity. Throughout the past year, we at ZEDO have created new formats that we refer to as “high impact”: they are the inView, the InView Shuffle Ad, and on-page video. These formats test out as providing 99% viewable impressions, no matter where they are on the page. They’re designed to be viewed on tablets, and even on smartphones. Best of all they don’t require more work from the advertiser – infact they require little or no work from the advertiser. We just take standard “made for TV” commercials and run them on our high impact formats.

These few formats themselves are already starting to become compelling. One TV station website in Maryland sells them at $20 CPMs. Theor sales team loves to be able to show online video ads in a great way so that  the advertising works as well as TV advertising-  or maybe better.

Now it’s time for advertisers to take a good look at these mobile formats and run their best TV ads on them. It does, after all, take a marriage of innovative form and great content to create a compelling ad. While some agencies are already doing this in per-roll video advertising campaigns, these new formats are a great opportunity for most brands and agencies to do what they still love to do best — run some great television advertising that is memorable and effective and has huge reach everyday.

ZEDO-SceneChat Relationship Furthers Social Video Advertising

We have always said video is the future of online advertising, So last week we signed an agreement with SceneChat to deliver interactive display ads into the SceneChat network – globally.  The arrangement will enable SceneChat and its its customers to monetize a global base of users creating and sharing interactive social videos.

The SceneChat Social Engagement Platform is the web’s first self-service social video marketing platform. 
The arrangement with ZEDO will enable SceneChat to monetize via ads publishers opting into the SceneChat’s Free, ad-supported usage program.  SceneChat will then serve ads to the engagement bar of select clients. Clients may opt out of advertising by signing up for a paid account.

SceneChat is a simple self-serve flexible solution for marketers looking to increase video engagement and conversions. Marketers can publish and analyze interactive social video marketing campaigns without the need to migrate content to a specialized service, hire video editors, or Flash developers.

The ZEDO / SceneChat combination will provide video companion display ad capabilities that help marketers augment video creative with dynamically driven display advertising.  Marketers can create a more integrated messaging experience for prospects by timing placement of display ads with a specific call-to-action synced to a video. This capability can increase direct response to video campaigns, improve video completion rates and also drive prospects through the marketing funnel from awareness through conversion.

Interactive experiences can be synced to specific scenes within a video, engaging audiences as they consume content. Interactions can be timed messages, polls, graphics, URL links, or multiple choice questions that can navigate a video.

And SceneChat experiences can be broadly distributed via Facebook or Twitter, or directly embedded on a publisher’s site or blog. In addition, the company offers both a WordPress plugin and on-site code that enables experiences to be directly published onto a site.

“We’re very pleased to establish this relationship with ZEDO,” said Shawn Hopwood, CEO of SceneChat. “The ZEDO platform provides a comprehensive display ad delivery platform that meets all our needs and those of our customers. We look forward to rolling out this solution to our growing network of brands, agencies and publishers.”