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Break.com Blazes Video-Advertising Trail with Panache
New Ad Delivery Technology to Help Video Publishers React Quickly to Advertiser Demands
LOS ANGELES, Calif. (October 2, 2007) – Video advertising delivery-platform pioneer Panache and Break.com, the leading online entertainment channel for men, announced today they have joined forces to deliver a new, flexible ad environment for Break.com advertisers and viewers. Advertisers and advertising agencies are already using the platform to engage with Break.com’s 17,000,000 viewers, and more are in the pipeline.
The Panache platform provides advertisers a far more flexible way to serve advertising messages to a targeted audience, while giving viewers much more control over their video experience, which to date has been dominated by intrusive ad formats.
The alliance gives Break.com a robust platform to monetize the video content on its site, which targets a coveted 21-34-year-old male demographic. The pioneering Panache technology revolutionizes video-advertising delivery. Moving the process out of engineering departments, the Panache solution enables a much faster turn-around to deploy new campaigns that include everything from standard advertising to advanced custom ad formats.
“Panache delivers a scalable solution for ad-content delivery across multiple platforms,” said Steve Robinson, Panache president and founder. “Our solution allows advertisers to reach consumers in a highly customized, measurable way that can be changed easily without pulling engineering resources into the advertising operations process.” Panache can create a different experience for every person viewing the ad, Robinson added.
The Panache technology is independent of the player, enabling publishers to create any in-video ad experience while maintaining existing workflow processes. Panache also bridges the gap between television and broadband by delivering in-video interactive advertising to both media from the same delivery system. Panache’s technology, which integrates with ad-management and trafficking systems such as DoubleClick and Atlas, allows ad formats and viewer experiences to be dynamically changed at play time across multiple media and distribution channels. Content owners can maintain control of ad revenue as they syndicate content to other sites or into other video platforms.
“Break has continually been at the forefront of creating new ways for advertisers to engage with our audience,” said Keith Richman, chief executive officer, Break.com. “With Panache’s groundbreaking technology, we are further positioned to lead the way in showing the industry how to meet advertiser needs by creating any type of ad experience in a matter of hours, not weeks.”
The deal comes at a time when analysts forecast the market for online video ads to soar. The Yankee Group (Boston) reported that Internet video generated nearly $500 million in in-stream advertising in 2006, a number that will mushroom to $3.9 billion by 2011. In 2006, U.S. Internet viewers watched 67.4 video streams a month, accounting for 86 billion video streams delivered, a level nearly twice that of 2005, according to Yankee Group.
Break.com and Panache give advertisers new ways to precisely target and engage the growing number of online video viewers with limitless creative possibilities.
Panache was founded in 2006 to create a smart, user-friendly platform for publishers and their advertisers to deliver ad campaigns across multiple media—from online video sites, to local cable operators, telcos, IPTV and mobile devices. The unique technology allows publishers and their advertisers to create or change a campaign and make the change dynamically and simultaneously across all chosen media in real-time.
About Panache
Founded in 2006, Panache is a privately held company headquartered in Los Angeles. The Panache technology enables Internet video sites and Networks to dynamically deliver any ad format directly into video content from a 3rd party ad server or ad network. Ad formats can be generated and delivered to viewers based on profiling and behavioral targeting, resulting in a highly customized experience for the user and a highly scalable model for the video publisher. With Panache, ad formats are completely detached from the video player, allowing publishers to create and deploy new advertising formats in minutes without engineering resources. Panache’s patent-pending solution makes it easy to deliver advanced interactive advertising to all video-distribution channels, including broadband, television, IPTV and other emerging technologies.
For more information, visit http://www.panachetech.com
About Break.com
Founded in 1998, Break.com is the Internet's leading cross-platform, digital entertainment network offering funny, original short-form free videos and pictures to millions of Internet users and mobile subscribers around the world. With more than seventeen million unique monthly browsers tuning in to enjoy the Web's largest and rapidly growing library of original videos and images, Break.com offers advertisers tremendous opportunities to market directly to a young, male demographic empowers its audience to become content providers with an easy to use platform that allows them to upload, distribute and monetize their original content, whether it is homegrown or commercial-grade. Alexa.com, a leading Internet ranking service, currently ranks Break.com in the top 80 most popular domestic web site and the top 300 in the world.
Break.com can be contacted by visiting http://www.break.com
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