Consortium to Assess Video Ad Impact

Rich media and digital video technology provider, EyeWonder is to lead a research consortium to analyse consumer perception of video-based advertising; research for the project will be managed by online MR firm InsightExpress.

The research partner will measure user attitudes, perceptions and reactions to new video ad platforms and formats such as branded placements, sponsorship, interactivity and companion ads. The firm will be tasked with gauging future implications for the online video advertising market as a whole.

The syndicate, known as EyeWonder In-Stream 2.0, will comprise more than 30 publishers, technology companies, advertisers and interactive agencies and include names such as NBC Universal, OMD Digital and Akamai Technologies.

John Vincent, CEO of EyeWonder comments: 'For years, we've helped agencies and advertisers move toward limitless online creative potential, and many of these top shops will help us conduct this research on behalf of their biggest clients and begin to aggressively design more effective creative for in-stream ads.' He adds that the firm plans to use experience and technology from In-Stream 2.0 to drive further innovation.

InsightExpress is headquartered in Stamford, Connecticut, and maintains offices in New York, Los Angeles and San Francisco. The firm, which recently expanded its Client Services division with two new appointments (www.mrweb.com/drno/news6821.htm ), is online at: www.insightexpress.com . Atlanta-based EyeWonder is on the web at www.eyewonder.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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