Online video site SeeSaw has launched a new ad tool Ad Selector, that lets users choose which video ad they want to watch prior to streaming programmes.
The move comes as a result of a partnership with technology company Brainient.
The Ad Selector format will offer SeeSaw viewers the opportunity to choose from three separate advertisements.
This gives brands the opportunity to target viewers with a choice of tailored advertisements.
Already in use in the US, Ad Selector is designed to stimulate viewers’ engagement by getting them to choose the advert they wish to watch, thereby improving brand recall and increasing purchase intent for advertisers.
The Ad Selector launched this week, and can be seen across a range of advertising-funded shows available on SeeSaw.com.
The Ad Selector model will operate as pre-roll, putting the user in complete control of their advertising experience, and allowing brands the opportunity to offer a range of products or tailored commercial messages.
The technology is delivered via SeeSaw’s advanced ad-serving platform. The production process is straight forward as it combines traditional video formats with flash-based overlays.
Ben Williams, Head of Advertising for SeeSaw commented: “We’re excited to launch the Ad Selector format – a win-win for the advertiser and the user. The Ad Selector is simple and effective, essentially giving the user the choice to pick the advert they wish to see. This puts the user in control of the advertising experience and therefore increases their engagement and purchase intent. Our vision is to create a unique environment for advertisers to reach their audience through innovative methods, and today’s announcement is the first step towards this with more initiatives in the pipeline.”
Emi Gal, CEO of Brainient commented “Brainient is proud to be the first interactive video company in Europe launching an interactive video Ad Selector. We’re very excited about our partnership with SeeSaw.com and look forward to helping advertisers engage their viewers by making video ads interactive and social.”
Today’s announcement builds on SeeSaw’s commercial proposition, which saw the advertising inventory sold out for the first three months and has since attracted a wide range of blue chip brands to the platform, including Coca-Cola, Heinz, Ikea, O2 and Sainsbury’s.
SeeSaw.com offers a choice of high quality free and rental programming from a wide range of UK and international content suppliers, including BBC Worldwide, Channel 4, Five, Disney, MTV and NBC Universal.
www.seesaw.com