Interactive Video Advertising Network, ScanScout, Signs Up More Publishers

--According to comScore, Company's Network Ranks Second Only to Hulu in Time Spent Per Video
--CBS Interactive Launches its Own Ad Network

ScanScout--an online video advertising network provider that recently launched a new, interactive ad unit, called the "Super Pre-Roll," which places multiple interactive overlays on a company's existing spots, distributing them on the screen in accordance with the spot's content (see the article published on itvt.com, October 8th)--said Monday that it has signed in-stream video advertising agreements with premium publishers across several industries, including Warner Bros., Warner Music, Mindspark, Marvel Comics, Lycos, Fox News, RealNetworks, Space.com and NBC Owned and Operated stations. According to the company, its new publisher partners' sites include a number of major portals and represent a wide range of demographics--which, it says, means that advertisers will be able to leverage its targeting and optimization technology to "reach any audience."

ScanScout says it recently ranked second (after Hulu) in comScore's time-spent-per-video metric, with the average viewer engagement with its ads lasting 3.3 minutes, longer than for any other video ad provider. In a recent interview with Beet.TV, the company's CEO, Bill Day, stated that its interactive pre-roll ads are four times better at engaging viewers than standard pre-rolls. ScanScout claims that its video advertising network now includes more than 1,000 sites.

In related news: CBS Interactive announced Monday that it has formed an in-house ad network that will offer advertising solutions across its network of media properties and that will be powered by the company's own ad serving platform, dubbed Madison. The company also said that it will immediately discontinue use of all third-party ad networks for display advertising across its sites worldwide.

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North America