About.com will be producing much more original video content and offering advertisers new video ad formats through its own video player, developed by Brightcove, ClickZwrites. About plans to produce at least 500 original video clips by the end of the year, featuring its how-to and expert guides. It now offers 56 of its own video clips and partners with web video distribution company GoFish to provide thousands more. Video on About.com is offered in the Style, Home and Garden, Gadgets and Health channels.

New ad formats integrated with the video player include expandable billboards and a full player takeover unit that plays over the full player and allows for interactive components such as games. Also planned is an overlay format that begins with a short pre-roll ad and lands above the video window to promote advertisers while video is streaming.

John Deere is now running ads in About.com's video content and will use of the new ad formats. Other advertisers that have run spots in video segments include GE, Verizon and Honda.