Jivox Launches Support for Custom Interactive Video Ads, Social Media Integration

Interactive broadband video advertising technology provider, Jivox, on Tuesday launched custom interactivity features in its platform, which it says turn online video ads into interactive applications that drive user engagement and direct response. (Note: in addition to the new custom options, the company's platform offers various "standard" interactivity options including 1) the ability for viewers to download a coupon or special offer; 2) the ability for viewers to request and share information via SMS; 3) the ability for users to embed a video ad in another Web site, blog, or video-sharing service; 4) the ability for users to share a video ad by email; 5) the ability for viewers to request more information by email; and 6) the ability for viewers to share a video ad on Facebook, Twitter and other social networks--see below.)

Using Jivox, the company says, advertisers and agencies can now add their own custom Flash or HTML applets to video ads, so that users can interact with those ads without leaving the player. The company also says that it has extended the interactivity available in its in-banner video ads to in-stream video ads: according to the company, media companies will now be able to embed its "in-stream ad plug-in" into a content player to easily serve a video ad in-stream with full interactive and analytic capabilities.

According to Jivox, interactive video ads are superior to traditional linear TV spots as they 1) enable advertisers to engage their customers directly; 2) instantly measure viewers' response by tracking their interactions; and 3) bring immediacy to the interaction, because, instead of having to click through to a Web site, users can often gain all the information they need directly from the interactive ad itself. The company claims that the new version of its platform means that "there's virtually no limit to the kinds of interactions advertisers can design to engage with customers," and that advertisers can also re-use existing interactive marketing elements in their online video ads. For example, the company says, after viewing a video ad for a product or service, users could now launch such interactions as taking a virtual home tour, taking a Flash tour of a car's interior and requesting a test drive, calling up a map to find the closest store location, viewing a series of video clips for a concert tour, participating in a trivia contest or quiz in order to win a discount, and requesting a quote for an insurance policy or home loan. A gallery of Jivox-powered interactive video ads can be viewed here.

Jivox also announced Tuesday that it has added new social media sharing capabilities to its platform. According to the company, the platform now allows users to embed interactive ads on 40 social networking sites--a feature that it says not only enables viral distribution of an ad, but ensures that an ad gets continued distribution even after a campaign is over. "The Internet has changed from a passive medium to an active medium where you can go to interact and engage with information," Jivox CEO, Diaz Nesamoney, said in a prepared statement. "Our new interactivity and sharing capabilities tap into this shift, turning online video ads into powerful vehicles for direct response, social recommendations and immediate product discovery. The end result is a better-informed, more engaged customer, improved ad performance and ultimately higher ROI on video ad campaigns."

Jivox claims that over 30 media groups, including eight of the top-50 media companies in the US, are now using its online video advertising platform. According to the company, its customer base includes Gannett, Media News Group, McClatchy, E.W. Scripps, Meredith Broadcasting, Lee Enterprises, Sun Times Media, News-Press & Gazette, HealthGrades, Houston Community Newspapers, Yodle and others. It claims to have achieved a 600% growth rate in 2009, to have added over 3,000 new advertisers (including General Motors, Microsoft, Nokia, HP, Sony and Samsung), and to have grown its video ad distribution network to over 1,000 Web properties with an estimated reach of over 85 million unique visitors each month.