Contextual ad network Affinity.com and digital ad network Networkplay have announced an exclusive multi-year partnership to provide contextually targeted in-banner video ad offerings to advertisers.
This announcement comes at a time when online video consumption globally has witnessed significant growth and penetration. According to a recent survey conducted by Accenture, 90 per cent of consumers globally now watch video content over the internet using various devices. It further elaborates that from amongst the devices used, the PC/ laptop remains the most used device for consuming online video content with penetration rates as high as 89 per cent (of consumers consuming online video content). Thus, leading to a rise in advertisers demanding newer, more effective and efficient ways of targeting consumers through online video ads.
Commenting on this partnership, Jignesh Desai, Director – Business Development, Networkplay said, “We have identified video and mobile to be the twin pillars of our digital growth and with this relationship, we look forward to providing advertisers with contextually-targeted above-the-fold premium video inventory across Affinity.com’s publisher network of top 100 Comscore websites. Advertisers and ad agencies can target by specifying keywords that are relevant to the campaign or brand. Multiple keyword match types: Broad, Phrase, Exact, Negative, and Negative Exact are supported.”
Lavin Punjabi, President & COO, Affinity.com added here, “We have done well with sourcing traffic and understanding what is truly quality. It is this ethos that works well for direct advertisers and our advertising partners and specifically in this case for Networkplay. Networkplay with its demand strengths was identified as a valuable partner for this partnership. We are excited that for our current publishers, it will offer a brand new revenue stream, which has always been our focus.”
Additionally, advertisers get to maximise their ROI with Affinity’s technological capabilities in contextual targeting, traffic quality and brand safety assurance (SHIELD), enabling them to reach the relevant audience at the right place without losing ad budgets to wasted impressions and fraud.
“Over the years, we’ve invested heavily in building technologies and relationships that provide value to our advertisers. We are happy to extend these capabilities through our partnership with Networkplay and benefit a broader range of video advertisers in the online advertising ecosystem,” said Karan Gupta, Managing Director, Affinity.com.
As Indians increasingly use the web as their preferred destination for information, contextual video will provide advertisers with an engagement platform to capture viewer attention at their moment of truth.