Exponential Interactive is launching digital video advertising company AdoTube in the Australian market, as the local online video sector heats up.
Exponential Interactive, which already owns online advertising provider Tribal Fusion, acquired AdoTube earlier in the week. The company will operate independently of Tribal Fusion, but will report to Tribal Fusion managing director John McKoy.
The arrival of AdoTube comes as the online video advertising sector heats up in the local market.
In the 2011 financial year, video advertising grew 53% year on year to reach just under $40 million, according to the IAB and PWC Online Advertising Expenditure Report. The report said this market will continue to grow.
McKoy said: “In-stream video ad serving is very much in its infancy, but by combining the advanced data, targeting, optimisation, and insights available in the more mature display space with AdoTube’s innovative and interactive video solutions, we can offer advertisers online video solutions that leverage the best of online advertising and engage users in a much deeper way than simply inserting TV ads into online video content.”
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