Advertisers who use video on demand now have a new tool that will help them plan, buy, executive, optimize and measure their campaigns, according to Atlas On Demand, writes MediaBuyerPlanner. Atlas, an operating unit of aQuantive, has announced a partnership with Tandberg Television to integrate and market their respective on-demand advertising campaign management services.

Tandberg Television's AdPoint platform provides cable operators and programmers with production, management, and placement of non-linear advertising, and is compatible with all major VOD streaming servers. Because it runs as a single comprehensive advertising platform, the technology can support advertisers, ad agencies, brokers, cable networks and MSOs in one collaborative environment, according to the company. Atlas On Demand provides advertising campaign management and measurement for on-demand television.

The two will be combined in a way that will "remove the technical hurdles to on-demand advertising," the companies have said. These hurdles include multiple sellers and data standards, long lead times for creative, limited copy rotation and only program-centric metrics, which limit the amount of media spending in the category.

Atlas, clearly wanting to move into the VOD space, recently conducted a study that indicated that longer VOD ads are more effective than shorter ads.