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Telecommunications AOL acquires web video & audio advertising specialist
Telecommunications AOL acquires web video & audio advertising specialist | AOL acquires web video & audio advertising specialist |
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| by Stuart Corner | |
| Friday, 19 May 2006 | |
  
According to AOL, Lightningcast pioneered the development of solutions for delivering advertising into on-demand, live, and downloaded video content across the web. "Lightningcast's technology platform provides flexible solutions to owners and distributors of broadband video and audio content including seamless ad insertion, campaign management, and reporting," AOL said. "At the same time, Lightningcast has developed strong, established relationships with a diverse base of publishers, including some of the web's leading online companies and destinations, who license its technology for use on their own web sites." AOL has been using Lightningcast's platform sinece 2002, first for audio (AOL Radio) and later for video streaming advertisements (AOL Video) and says it will now merge Lightningcast streaming media technology and advertising network operations under Advertising.com within the AOL Audience business unit. Lightningcast and its 34 employees - led by CEO Tom MacIsaac - will continue its current operations and work on behalf of clients as a wholly-owned subsidiary of Advertising.com. It will continue to be based in Washington. Its existing InStream sales force will continue to focus exclusively on video. Lightningcast will also continue to build its third-party video ad-serving business. Advertising.com's newly launched pre-roll video network and the InStream network will merge, operating under the InStream name. The combined network will comprise 300 websites and 175 million monthly streams. Advertisers will be able to target video campaigns across the network by behaviour, demographic, content channel and more. |
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