MediaFile

Yahoo, AOL: Osmosis (almost) achieved

March 6, 2008

Who knew that even as bankers from Yahoo and Time Warner’s AOL were busy hashing out a marriage, other divisions from both companies were already mind-melding?

On Wednesday, Yahoo and AOL separately made news, announcing online video advertising news within hours of each other. AOL’s Advertising.com unit launched its new performance-based video ads that offer advertisers buy in-video ad formats and pre-roll inventory on a cost-per-click basis.

Hours later, Yahoo introduced to new “open” video ad formats that let other publishers use them as well. Yahoo’s “Clickable Video Ads” let advertisers use existing TV ads but add the ability for users to click on them for more information. Yahoo’s “Interactive Video Ads” give marketers fancier choices, by letting them embed three-second pre-roll bumper ads that appear ahead of the video with clickable banners that remain along the edges of the videos.

Coincidence perhaps. To be sure, their announcements were not identical. But they’re heading in the same direction, at least. Kind of like their bankers.

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