TVN first video publisher to offer real time brand protection and optismisation

27 September 2011 - Media and technology company The Video Network (TVN) today announced guaranteed brand protection measures and real time brand optimisation services across its internet TV network – an industry first that is set to change the way internet TV advertising is valued and measured in Australia.

TVN is the first video network globally to use technology to pre-emptively block in-stream video ads being delivered into potentially sensitive environments. This is through a partnership with AdXpose, a brand safety and ad verification company recently purchased by comScore. AdXpose’s ad-blocking capabilities are becoming widely adopted for banner advertising, but implementing for the pre-roll format is an industry first and a major breakthrough for Internet TV.

TVN’s Co-Managing Director, Peter Ostick said the new service enhances TVN’s extensive publisher vetting procedures already in place aimed at ensuring its advertisers are protected. “Our new arrangement with comScore AdXpose extends our existing brand protection services and means we can guarantee brand safety as the medium matures,” he said.

TVN also announced today a partnership with leading brand metric company Vizu to provide real time brand optimisation across campaigns for measures such as purchase intent and brand awareness.

Vizu's CEO, Dan Beltramo, said the partnership was an exciting innovation for the high growth online video industry. "The ability to measure and optimise brand campaigns in real-time is huge step forward in further improving the effectiveness of online advertising. We're really excited to be working with TVN to make this a reality for Australian advertisers.”

Ostick said advertisers were increasingly looking for ways to minimise ad spend wastage and ensure their advertising dollar is reaching consumers who are most likely to buy their product. “TVN can now programmatically optimise television style ads to better performing channels, guaranteeing improved results. This is a first for the industry and will ensure we offer our clients the most effective video advertising solutions possible,” he said.

TVN enables internet TV by offering superior advertising solutions for brands while providing content owners and producers a means to commercialise their content. TVN offers Australia’s largest premium multiscreen internet TV network reaching 7.9 million viewers. TVN’s technology, The Video Platform, allows publishers to dynamically insert interactive video ads into video content across web, mobile, tablet and IPTV.

For more information or to speak with Joshua Iselin or Peter Ostick contact Kit Bennett on +61 2 8215 7120, +61 423 909 890 or kit.bennett@thevideocompany.tv