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BREAKING NEWS & VIEWS

IDG Hits ‘Play’ On Syndicated Video Network
Monday, June 28, 2010
Steve Smith

Online video continues to be a key growth driver in the Internet economy with double digit increases in ad revenue and a near-tripling in the number of videos streamed online over the past year. This insatiable appetite for video content is as true in the b2b space as it is in the consumer publishing segment. And so IDG TechNetwork is introducing a syndication program for the hours of video that IDG creates across its many properties. The IDG TechNetwork syndicates content and helps sell advertising across a network of smaller partner sites and publishers. With the video program, the network will let partner sites run video from the IDG News Service as well as other video sources at IDG. Sites can integrate the video along with the pre-rolls that IDG sells into the inventory. The IDG News Service produces more than two dozen videos a week from its international bureaus, including the weekly “World Tech Update.”

In a statement, IDG TechNetwork CEO Peter Longo said, “Many of our network sites have a strong interest in bringing professional video to their sites, but don’t have the technical platform or access to the right content. By tapping into IDG's library of video content, we can bring our partner sites engaging video, increase the monetization of their sites, and provide a new, high impact way for our advertisers to engage with our tech audiences.”

IDG tells min online that the video ad revenue from the syndicated media is shared with the partner sites, as is the revenue from display ads IDG TechNetwork also sells into the network. The TechNetwork claims 300 partner sites globally with a reach of over 70 million users.

While online video ad spending continues to account for a small share of overall digital media spending, most analysts expect the category to outpace the growth rates of all other online ad categories over the next few years. In a recent survey of marketers by video technology provider BrightRoll, 94% said they intended to increase their spending on digital video this year. Many marketers feel that the medium has reached a scale and technical sophistication that allows for more effective targeting than was possible only a year or two ago.

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

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