Tweak your banner ads

By Kapil Ohri , afaqs!, New Delhi | In Digital | October 25, 2010
US-based Dynamic Video -- which has entered India through a tie-up with Networkplay -- will enable advertisers to alter their banner ad campaigns on the fly

US-based Dynamic Video has entered India through a tie-up with the online ad network, Networkplay. As part of the alliance, Networkplay will represent Dynamic Video in India and become the reseller of the advertising solutions offered by the technology company.

The technology owned by Dynamic Video enables the conversion of a banner ad into a live banner ad. In the latter, the content can be created or altered on the fly or at the time of display of the ad; in comparison, the usual banner ads are pre-programmed with fixed content.

Ampreet Singh, vice-president, distribution and client servicing, Networkplay speaks to afaqs! about some of the benefits of this technology. For instance, an online travel agency can promote its latest airfare offers through a banner ad served on a horizontal portal; and it can alter the amount of airfare immediately in the banner ad (live on the site) without stopping, removing or changing the other elements.

He adds, "An advertiser is not required to develop multiple creatives/ banner ads for the live banner."

Similarly, a banner ad served on the search results page of an e-commerce portal can also be altered contextually, based on the products and services searched by the user. For example, a retail outlet dealing in mobile phones can use the same banner ad slot (on the search results page of an online retail site) to serve ads of different mobile phone brands, based on the search carried out by a user.

Not only this, Dynamic Video technology could also empower a banner to display information live from a Twitter account or RSS feed.

"The Dynamic Video powered banner ads will be sold on cost-per-thousand (CPM) ad impressions basis and a premium amount will be charged for them," Singh points out.

However, he declined to reveal the percentage of premium that will be charged from the advertisers and the exact pricing plan for the dynamic banner ads. He says, "We are still formulating the pricing plan for Dynamic Video powered banner ads."

Networkplay plans to initially pitch the Dynamic Video advertising solutions to online classified players, travel portals and e-commerce sites. "These portals may require Dynamic Video banner ad solutions, as they advertise offers that keep changing frequently or on day-to-day basis," Singh says.

The deal between Dynamic Video and Networkplay is based on revenue sharing and license fee, which Networkplay will pay the US firm for getting access to the technology, says Singh.

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