Interesting MediaPost story on ABC and 147 other small news entities joining with broadband video platform. integrator service called WorldNow (‘Putting the growth back into local media‘) to create a local online advertising network.
The rolled-up sites reach 20 million unique users a month, definitely a competitive figure for ad sales.
Ad units include streaming video, rich media, banners, and skyscrapers; MasterCard, Delta Airlines, Verizon, and Vonage have signed up.
This catches my attention for a couple of reasons:
–Streaming video ads–and ads in video bumpers–are the coming thing, IMHO.
–It’s a local play going after national advertisers–this is always hard to do, but has great value for smart advertisers.
–The basis of the content is multimedia/video, delivered via the web.
The potential to build out from this type of network, assuming it works on the revenue site, is very appealing.