California-based Keystream launched SmartAd on Tuesday, offering advertisers the option to place ads directly over empty spaces during videos. In their press release, Keystream said the new software as a service (SaaS) platform is the first to allow publishers and advertisers an opportunity to "monetize their videos by placing ads in the blank spaces."
So that vast span of blue sky, empty green field and blank white wall in the corner of the video could now be covered by advertisers placing their logos or interactive ads on top.
Keystream said the service will improve user response to web videos, resulting in higher click-through rates compared to other traditional advertising such as banners.
Citing the recent economic downturn across the world, Keystream says its new platform will help advertisers with falling revenue improve efficiency - and return - from their online video ads.
Keystream notes that blank spaces are found on average once every two minutes in every video. Popular news site TechCrunch has also pointed out that an ad could be placed on a blank space about 15 times during a typical 30-minute video.
SmartAd technology lets viewers automatically start and stop videos when they choose to click on an ad so they don't miss any of the video they are watching. The program analyses the video itself to find blank spaces to post ads, but also lets publishers and broadcasters review where these ads are being placed before the video is released.
Buzz in the industry is pointing to dissatisfaction with the SmartAd idea. TechCrunch points out that placing ads on blank spaces in videos could be annoying and bothersome, as well as potentially anger viewers who are tired of being fed advertising without the ability to turn it off.
The SmartAd technology is being followed closely in the US and across the pond, with the UK's ITV trialling the technology.
