Playful, promising Twig
San Francisco-based ad network Video Egg introduced Twig, an AdFrames unit designed for "long" web pages — social sites where users must scroll in order to read comments and extended content.
The offering was designed specifically with blogs in mind. By attaching the ad to the top or bottom of a page and staying within view as users scroll up or down, Twig increases brand exposure to audiences accustomed to skimming. (See demo).
Twig ads stretch to the width of the browser window and appear at the top or bottom of the frame. Users also have the option of expanding the content to watch video or other media if they hover over the ad.
VideoEgg will be rolling out Twig across more than 1,000 blogs and sites in key advertising and publishing categories in the next few weeks, including:
- Fashion, Entertainment and Celebrities: Go Fug Yourself (Buzznet), I Can Has Cheezburger Splendicity, Mrs. O
- Technology: IDGTechNetwork, RedOrbit
- Social media: TwitPic
- Food and Health: Macheesmo, BlissTree (B5Media)
- Business and Politics: Powerline, StockTwits
- Sports: Blogs by Fans, NFL House
- Gaming: Curse
- Auto: The Truth about Cars (Name Media)
Twig is the latest addition to VideoEgg's Publisher Toolkit, whose objective is to provide publishers with more flexibility in integrating ads and site content to increase ad effectiveness and revenue. Twig operates under VideoEgg's cost-per-engagement (CPE) model, meaning advertisers only pay when a user engages with the ads.
Some of the companies that make use of Video Egg are Puma, Unilever, and Mercedez Benz.
VideoEgg specializes in online ad overlays for video. It launched in 2005 as a contender to YouTube or Google Video, then repositioned itself as a full-service ad platform in March 2008.
A month prior, VideoEgg debuted AdFrames, an ad model whose pricing corresponds with user interaction.
