DoubleClick helps advertisers leverage digital channels

By Giselle Abramovich

August 6, 2008

Ari Paparo is group manager at DoubleClick

DoubleClick, announced the new capability to serve video ads into Microsoft Silverlight 2 video environments as part of an ongoing effort to help clients maximize the yield on their advertising inventory as they deliver content into emergent online, video and mobile channels.

With DoubleClick In-Stream, 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 DoubleClick products lets customers sell ad inventory across display and video,” said Ari Paparo, group product manager for DoubleClick, New York. “Integrating existing techniques into mobile devices and players  makes it easier for the publisher sales force.

“By expanding the capabilities of DoubleClick In-Stream to work with Silverlight 2, we can make it possible for clients to create unique entertainment and advertising experiences without increasing their workload or creating new complex processes,” Mr. Paparo said.

DoubleClick In-Stream is a video ad serving tool 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 service 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.

“With hundreds of advertisers, multiple platforms and large site traffic spikes, we needed to work with a partner that could provide an integrated, scalable, robust solution,” said Steven Gold, vice president of sales planning and operations at NBC Universal Digital Media.

“Thanks to DoubleClick In-Stream's new support for Silverlight 2, we are able to monetize our groundbreaking online video coverage on the same platform we already use for display and mobile advertising,” Mr. Gold said. “This lets our sales and operations teams work together really efficiently.”

DoubleClick is a digital marketing technology and services provider. Marketers, publishers and agencies use DoubleClick for ad serving, rich media, video, mobile, search and affiliate marketing to help them make the most of the digital medium.

“Advertisers now have new and exciting channels of inventory to sell,” Mr. Paparo said. “This will maintain flexibility of ad operations, helping them leverage their existing techniques.”