aQuantive (ticker: AQNT) has developed technology for ads for OnDemand video services. Although it currently generates no revenue, this type of product should become increasingly interesting as the Internet and TV converge. Excerpts from CEO Brian McAndrews:
As a company with years of experience in digital marketing technology, Atlas is in a great position to offer advertising agencies and direct advertisers a solution to plan, buy, execute and measure OnDemand TV campaigns. Atlas OnDemand will be taking Atlas’ proven campaign management technology suite for the Internet, and transforming it into technology for the emerging Video On Demand market.
With partnerships underway with the two leading Video On Demand technology platform providers, SeaChange and C-COR, Atlas OnDemand intends to develop a complete end to end solution to manage the on demand advertising life cycle.
At this point in time, the Video On Demand industry is still in the early stages of development. Atlas is working with the industry to develop standards, which should ultimately result in ad formats, metrics and currency necessary for future growth. Plus, we do not expect any material revenue from this business in the near term.
Nonetheless, we are very excited by the long-term prospects of this opportunity. …as advertising becomes more digital, fragmented, addressable and accountable, aQuantive will be in an excellent position to take advantage of this transition. Atlas OnDemand is a perfect example of how we intend to do this.
(Quotes are from the CCBN StreetEvents transcript.)
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