Denuo and blinkx Link Up To Improve Online Video Ads
Denuo Group, a unit of Publicis Groupe that explores new marketing technologies, plans to announce today a partnership with online video-search engine blinkx. The companies will experiment to try to find the most effective ways to advertise through Web video. The deal gives Denuo access to data about online video viewing habits and gives blinkx an inroad with advertisers.
San Francisco-based blinkx, founded in 2004, doesn’t host videos itself. Instead, it is a video search engine that works with more than 250 media companies, from small independent film producers to big media companies such as CBS and the BBC. Blinkx uses visual- and speech-recognition technology that scans videos to figure out their content—a tool some advertisers already use to place ads next to relevant videos. In January, Blinkx attracted 448,000 unique U.S. visitors who watched 13.1 million streams of video, according to Nielsen Online.
The news comes as ad spending on online video has been growing more slowly than projected earlier. Marketers have been hesitant to ramp up advertising on Web videos; many say it’s hard to find quality videos next to which they would be comfortable running ads.