ATLANTA – (October 20, 2009) – In order to provide its clients with more in-depth targeting services, Videoplaza, a Swedish company specializing in online video advertising, incorporated Digital Element’s IP Intelligence into its Monetizer solution to provide regional geolocation capabilities to media publishers across Europe.
A significant number of households in Western Europe can now view video online, thanks in large part to the growing adoption of broadband services during the past three years coupled with regulatory reforms in the United Kingdom and France. According to Parks Associates, a digital marketing research and consulting firm, more than 20 percent of European broadband households have watched a film or TV program online within the past six months.
The challenge for European online video advertisers has been access to reliable data to deliver relevant campaigns across various regions within each country .
According to Videoplaza’s Co-founder and Vice President of Products Alfred Ruth, “Online advertising in Europe is quite different because it’s not just one clearly defined market. It really differs from country to country, with each having several very distinct regional audiences. Realizing our solution needed more geo-targeting depth than we were getting from our current open-source database and taking into consideration the problems others were having with data reliability at the regional level, we turned to Digital Element because of its pre-eminent product, NetAcuity.”
Digital Element’s IP Intelligence will be utilized in Videoplaza’s Monetizer, an ad server for managing, displaying and tracking advertising around online video content. It provides out-of-the-box ad formats for any Flash video player and an easy-to-grasp interface for managing advertising campaigns. Videoplaza’s clients can take advantage of new-found targeting capabilities based on both geographic location and user bandwidth.
“One hundred percent of our clients demand that these capabilities be available when they need them,” said Ruth. “Upward of 60 percent is already using this type of targeting with great success.”
According to Frank Bobo, Vice President, Digital Element, data is key, but service and ease of administration play important roles.
“Videoplaza needed a geolocation solution that not only provided regional data but kept it consistently up to date,” Bobo said. “Like so many other online advertising solution providers, Videoplaza also required technology that could be easily integrated into its own solution with minimal post-deployment administration so its team could concentrate on serving customers and growing the business.”
Independently verified to be more than 99.99 percent accurate at a country level and 95 percent accurate at a city level worldwide, Digital Element’s IP Intelligence and geotargeting technology provides information such as geographic location (country, region, state, city and zip code), connection type, Internet Service Provider (ISP), proxy information, and more.
About Digital Element
Founded in 1999, Digital Element is the industry pioneer of IP Intelligence, a non-invasive, privacy-sensitive technology that automatically uncovers geographic information, connection speed, domain name, ISP, language and other characteristics about online users based solely on their IP addresses. This knowledge enables online businesses to customize content for more accurate and profitable online interactions, making it ideal for targeted advertising, content localization, geographic rights management, local search and enhanced analytics. Digital Element’s patented IP Intelligence solution with its exceedingly accurate geolocation capabilities is used by industry-leading advertising networks, web publishers, search engines, social networks, e-tailers, analytics platforms, and online enterprises around the world to revolutionize the way people experience the Internet.
Digital Element is a business unit of Digital Envoy, part of Landmark Interactive, a Landmark Media Enterprises Company. For more information about Digital Element, visit http://www.digitalelement.net.
Videoplaza is a privately held company based in Stockholm, Sweden. The company was founded in 2007 with one sole mission: helping media publishers turn online video profitable. Videoplaza has grown rapidly and are today helping premium media companies throughout Scandinavia, UK and France to be as profitable as possible in their online video efforts by increasing their potential ad inventory with new ad formats, providing the metrics required by advertisers and easing the day-to-day work with it’s revolutionizing campaign manager. The company is backed by Swedish VC firm Creandum. To learn more, please visit www.videoplaza.com.