Boy oh boy!

Taking its cue from traditional TV networks, casual gaming ad network NeoEdge announced it will offer make-goods on online video buys.

Brands conducting video campaigns across its gaming ad network shall now receive 25 percent in extra impressions if performance benchmarks are not met, according to MediaPost. NeoEdge measures campaign success by click-thru rate (CTR) and time spent.

The move may attract more online video spend from TV ad buyers, which in the past expressed frustration with online's inability to duplicate the television ad-buying model they are accustomed to.

In a move that suggests online make-goods may even result in a better return on investment than television, ABC recently announced it would satisfy TV make-goods with online placement.

What's more, NeoEdge make-goods will assuredly run in the same industry channel. In contrast, TV make-goods, sometimes run on less-preferred times of day or in different shows from the original ad buy.

"You can target Diner Dash players regardless of which site they're on," explained NeoEdge marketing VP Ty Levine. "The nature of casual games makes it much easier to match up a make-good than it is with a TV spot."

Brands advertising on the NeoEdge system include Folgers, Visa and Bounty.

A survey of senior marketers found new media and other forms of digital ad spend is expected to increase in 2009 despite a pessimistic economic outlook. Local online video advertising in particular is forecast to hit $1.5 billion by 2012.