| by Joe Mandese, Wednesday, Jul 18, 2007 8:15 AM ET |
| IN A SIGN THAT THE social media and user-generated content market may be developing a traditional advertising model, revenue-sharing online video aggregator Revver this morning announced a plan to begin offering "impression-based advertising products" to advertisers and agencies. The new CPM-based ad deals will include both pre-roll and post-roll ads, which have become the online video industry's equivalent of TV's 30-second spots. Revver said the impression-based pre-roll ads will be no longer than 15-seconds in length, due to the shorter duration of viewing online video, and that to qualify for a pre-roll ad a video must be at least 30-seconds long. Like its original cost-per-click ad pricing model - which pays a user according to the number of ad clicks - Revver said it would split the revenue generated from impression-based ad sales 50/50 with content owners. "As the demand for online video advertising continues to grow, we're building a customizable range of ad products to better meet our partners' needs," said Revver CEO Kevin Wells. The company said the new ads would be tested over the next several weeks. |
Wednesday, July 18, 2007
Revver Revs Up 'Impressions,' Adds CPM Model To Online Video Ads
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