Online ad network Tribal Fusion has begun testing a new technology platform, Firefly Video, designed to distribute video ads within any display placement unit. Those ads expand to cover an entire Web page once users interact with them.
Tribal is already rolling out campaigns using Firefly technology for brands such as Hyundai, Dannon, Procter & Gamble’s Tampax, Nissan and Haagen Dazs. In one case, a campaign implemented by Starcom generated more than 60,000 prospects in just a few weeks, according to officials.
To date, Tribal has tested over 25 video advertising campaigns using the Firefly platform across its network, which reaches 120 million unique users in the U.S.
Firefly has been established as a standalone division of Exponential Interactive, which also owns Tribal. According to executives from the new division, the idea behind Firefly is to merge the all-consuming sight, sound and motion experience provided by TV ads with the targeting and interactivity inherent to pre-roll video units.
However, unlike traditional pre-roll ads — which typically run prior to video placements within specific players — Firefly’s platform is designed to create video ad inventory on virtually any Web page that features banner ads. And it doesn’t require any player installation.
“Advertisers can now combine the emotionally engaging power of TV with state-of-the-art targeting,” said Firefly president Donnovan Andrews.