Casale Media has unveiled Videobox, a customizable branded video environment the company says turns its existing MediaNet standard display inventory into video-ready media. This allows agencies and their clients to run and scale targeted online video campaigns using Casale-hosted serving.
The platform consolidates the technical assembly, hosting, delivery and media necessary to create and sustain interactive video campaigns. Also, Casale absorbs ad serving or creative delivery fees.
“Videobox makes online video accessible to everybody,” said Julia Casale-Amorim, Casale Media chief marketing officer. Because buying and planning online video is typically complex, she said, “this removes the guesswork by consolidating all of the activities required to deploy online video through a single channel… Basically we can work with any video asset and transform it into a Videobox campaign.”
In terms of workflow, Casale-Amorim said the company “works through the media agency to book the campaign and then we’re usually put in touch with the client’s creative agency to facilitate the Videobox process.”
Campaigns that use Videobox can be customized by demographic, psychographic, contextual and associative filters.
When users interact with an ad that’s Videobox-enabled, the ad expands with interactive capabilities such as multiple viewing choices and social media sharing.
Early results look promising, said Casale-Amorim, who added that a Videobox campaign deployed recently generated a click through rate five to six times greater than typical rates on a network campaign. “It’s showing the unit is capturing a totally engaged audience.”
The platform has a couple of undisclosed Canadian advertisers that Casale-Amorim said are “out in the wild right now with the product.” Casale Media is working with a number of Canadian agencies on Videobox campaigns, including Media Experts.
