ShortTail’s Extreme Video Mouseover

Web advertising is a Flash-driven mess. David Payne has a solution.
Dirk Smillie, Forbes.com
David Payne, the former chief of CNN.com, says the Web is an advertising junkyard. Now chief executive of video ad platform ShortTail, he wants to clean it up by turning your computer screen into a television screen.
Web ads are still governed by rules [...]

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David Payne: The Man Who Would Save Digital Media with Video Ads

Andy Plesser, BeetTV / Huffington Post
David Payne, former chief of CNN.com, has been working his start-up called ShortTail Media, which aims to help publishers increase revenue by integrating television advertising the online experience.
In beta since this summer, the company is funded by powerhouse Boston venture fund General Catalyst Partners.
Payne says that traditional display advertising is [...]

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Online Publishing: A Wobbly Stool

Adam Cahill, 

Almost every piece of content we interact with online can be thought of as a stool supported by three legs: the interests of publishers, advertisers, and consumers. The interests of the three parties are quite different, of course. But for the stool to stand, the needs of all three parties must be adequately [...]

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Notes from the Mediascape: the new face of webvertising?

Gariné Tcholakian, Media in Canada
A new ad unit is making its way into the cybersphere, and it ain’t a subtle one either. While most marketers have been upholding user experience front and center in their media strategies, US-based ShortTail Media CEO David Payne is calling for deliberately intrusive placements, urging the industry to adopt bigger, [...]

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ShortTail Media platform creates new ad inventory

A new partnership between ShortTail Media, Schematic and Visible Measures could help marketers monetize not only video but other content on a website. The platform, called Digital 30, gives marketers the ability to distribute video spots online and also monetizes search or headline links leading to the video content.

Kristina Knight, Biz Report
Bob Keyser, SVP of [...]

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Industry Buzz & Snippets

Marketing Vox
Ad Networks and Analytics:
• FetchBack launched FIDO 2.0, a tech platform that hosts analytics remotely. Users can access campaign reports, review and update their campaigns.
• Sorenson Media launched Sorenson 360, an internet video delivery network that enables users to easily publish and produce high-quality online video. Rates are intended to appeal to small- and [...]

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Firm’s Portfolio Cos. Make Biz Connection

Ty McMahan , Venture Wire
Beyond the money they provide, one of the benefits of venture investors is the network of connections they can offer an entrepreneur.
In an example of those connections leading to a fruitful deal, two General Catalyst Partners portfolio companies recently found a way to work together. ShortTail Media Inc. has developed a [...]

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We Interrupt Your Web Browsing to Bring You TV Commercials?

Chris Albrecht , New Tee Vee
If ShortTail Media has its way, your Internet browsing will soon be interrupted by 15- to 30-second video ads. AdWeek reports that the company’s Digital 30 (D30) is a “deliberately intrusive” ad placement that loads as you browse between web pages.
The idea, of course, is for publishers to make more [...]

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ShortTail Tests Interstitial Video Ad Format

Marketing Vox
ShortTail Media will launch a beta test this summer of Digital 30 (D30) – a full-page, interstitial placement, through which 15- and 30-second TV spots can be incorporated between web pages — as they load, for example.
In a speech at the Interactive Advertising Bureau’s annual meeting in February, David Payne, ShortTail’s CEO (and former [...]

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