Coastalwatch.com claims first measurable streaming ad

Stan Beer
Wednesday, 12 October 2005 11:00

Business IT - Networking

Australian online surf site, Coastalwatch.com has launched what it claims is Australia’s first online video advertising campaign that is fully measurable for advertisers and clients.

Coastalwatch.com claims that the campaign is responsive to the sites visitors and sponsors, ensuring users never view the same ad in one day.

Coastalwatch.com and its media agency Sensis Media Smart have partnered with digital marketing solutions provider Eyeblaster, to launch the Vivendi Games FEAR campaign. Devotees of the Coastalwatch.com site will encounter the TVC style streaming ad campaign from October 11th. Once the site is opened and a request to see a surf cam is made, users are presented with a 15 second mini preview of the new PC game, Fear.

Managing director of Coastalwatch, Mal Jago says, “Our priority is to ensure we protect the integrity of our site. Our users appreciate the resource we provide them and we do not want to compromise our subscribers’ experience. As a result, we will always screen our potential advertisers for relevance to our audience and the game FEAR was a great fit.

Eyeblaster technology will enable Coastalwatch.com to control the frequency of the ad, as each video ad will be fully accountable. Coastalwatch.com will be able to track the number of hits on the ad and the duration the users have engaged with the ad. This data will facilitate valuable feedback to the advertising client.

Managing director, Eyeblaster Australia, Mick O’Brien says, “We are proud that our Pre-roll video innovation will launch for the first time in Australia. This technology develops an insight into the site user – their preferences and profile. Its “memory” will discern future campaigns and their relevance to the individual user. This enables us to be targeted in our forthcoming on-line advertising.

“Eyeblaster’s technology pushes TV commercials to another dimension by allowing advertisers to track every single type of user interaction with the video. People looking to advertise will learn more about their users online than TV could ever dream of telling them. This is TV advertising without the expense and the unknowns.”