afaqs!

Komli Media introduces pre-roll video advertising service

By afaqs! news bureau , afaqs!, New Delhi | In Digital | May 20, 2010
The firm already offers video banners and in-video advertisement solutions

Digital advertising and technology firm Komli Media, which ventured into the video advertising space last year, has started offering pre-roll video advertising format to advertisers.

The firm already provides video banners and in-video advertisement solutions. Komli Media has a tie up with Israel based video advertising solution provider Artivision for in-video ad services.

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For the uninitiated, pre-roll video advertising refers to video ads inserted or showcased before the start of the main video clip available on a website. Video banners are branded video clips placed inside a banner ad unit. In-video advertisements refer to banner ads placed on a dead spot (inactive space) inside the video frame of a video clip.

As one of the online video advertising service providers in the Indian market, it makes sense for Komli Media to tap the pre-roll ad format market, which contributes the maximum chunk of online spends on video advertising. According to an industry estimate, the online video ad spend market is estimated at Rs 50 crore annually in India. Of that, a majority portion (about 70 per cent) gets routed to pre-roll video ads and the remaining goes to mid-roll, post-roll and video banner ads. The figure, however, does not include video ad spends routed to video sites such as Youtube.com, Dailymotion.com and Metacafe.com.

Some other video advertising solution providers which already offer pre-roll ad services are Jivox, Vdopia and Ozone Media.

To begin with, Komli Media has tied up (non-exclusive) with a few publishers such as SantaBanta.com, Mid-Day.com, Zeenews.com and Mypopkorn.com, the video portal owned by ZEEL; and Planetradiocity.com, the website of Radio City, where it will serve pre-roll video ads.

"However, the advertisers will not be offered to choose the websites on which they want to serve the ads," a spokesperson from Komli Media tells afaqs!. He adds, "Advertisers will be allowed to target consumers based on the context of videos and sites."

The pre-roll video ads offered by Komli will be interactive in nature - implying that advertisers can route users to another website - and will come along with branded skin players. Thus, the technology firm will sell the pre-roll and branded skins collectively.

The firm will sell pre-roll ads based on cost per thousand impression basis.

In an official communiqué, Akshay Garg, co-founder and business head, Komli Media, says, "We are tremendously excited with the launch of our video pre-roll offering. In combination with the companion ad (pre-roll and branded skin) and in-video advertising solutions, we offer an unbeatable awareness and engagement value proposition for marketers, while offering enhanced revenue generation opportunities for publishers."