Fairfax Media’s website for The SydneyMorning Herald is to improve its video advertising offer after striking a deal with rich media company Eyeblaster.
Although smh.com.au already offers video advertising, Eyeblaster will be making improvements to the service to make the pre-roll advertising more interactive, with users able to click on the actual ads, rather than a link next to it on the site.
Other benefits of the system will include the detection of bandwidth so a user with a more capable computer will be able to experience better quality advertising, rather than that of a low bandwidth connection.
Eyeblaster’s digital campaign management suite also allows for the ad to be run and tracked.
Previously tracking only involved how many plays or clicks there were for a campaign, but if users turned off the ad before it was finished there was no way of knowing.
However, the Eyeblaster management suite should provide better accountability, the company said.
