Double Click Servies Mobile Video Advertising in Silverlight for NBC
I love Silverlight. Double Click is not quite there on mobile but the press release does mention mobile – so it seems as though mobile ads (Google ads) will also be served on Microsoft’s Silverlight video services.
From the press release
With this new feature of DoubleClick In-Stream, DoubleClick clients such as NBC Universal Digital Media are able to monetize video content played within the Silverlight 2 player. NBCOlympics.com, a division of NBC Universal, will be one of the first sites to open Silverlight 2 content up to advertisers with DoubleClick In-Stream. The solution carves out new video inventory across 2,500 hours of video content running as part of NBC’s Olympics coverage.
“Microsoft has always had a strong commitment to working closely with partners and the industry to enable them to leverage our tools and platform to deliver great user experiences. With Silverlight, we’ve extended that commitment to the advertising space,” said Scott Guthrie, Corporate Vice President, .NET Developer Division. “We’re pleased to see the investment DoubleClick has made to enable customers such as NBCOlympics.com to take advantage of Silverlight to offer compelling packages to their advertisers.”
DoubleClick In-Stream is a video ad serving solution used by online publishers to deliver exciting new advertising experiences into Flash, Real Media, Windows Media and now Silverlight 2 video players. As part of the DoubleClick Revenue Center, the product is completely integrated into DoubleClick’s core ad serving platform, DART for Publishers. The combined DoubleClick solution enables trafficking, targeting forecasting and reporting for video advertising. By working with DoubleClick to serve ads into Silverlight 2, NBCOlympics.com is able to leverage their existing ad operations workflow and staff to package video ads with other opportunities, such as online display and mobile ads. One platform for online display, video and mobile has made it possible for NBC to create compelling cross-channel packages for advertisers who want to reach the Olympics-viewing audience.
What we think?
Didn’t Microsoft want to buy DoubleClick and Google got it. But now it is using its services for one of its hottest products? Hmmm. Is everyone best friends now? I suppose its better for Microsoft in the role of the customer –but hmmm.
In any case, I care about the mobile element and with the vast number of ad serving networks offering in video adverts - it is a very competitive environment. DoubleClick might be hot online but if it can’t cut it with mobile multimedia ad serving - lots of other can.
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