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 Schematic, ShortTail Media’s partner in the platform. “This is the first broad scale platform to offer easy integration of high-quality video ads into premium, non-video environments. By requiring a minimum 10-second view of the spot, the D30 delivers a higher rate of viewer engagement than standard display ads that are often skipped or overlooked.”

The platform does not interfere with existing pre-roll or display ads.

By considering the fact that video viewers are also reading content to get to the video, performing searches and even reading news clippings or headlines prior to viewing, the platform gives marketers the ability to monetize these ancillary aspects of online content.

“We’re marrying what has traditionally been the most scalable and sell-able of offline ad units – the 30 second spot – with online websites, in a move ultimately intended to replace the banner as the standard,” said David Payne, CEO of ShortTail Media and the former head of CNN.com. “By focusing on both user navigation patterns and on what actually works for advertisers (video advertising), we’re solving a critical marketplace shortcoming.”

According to new data from Nielsen Online, more than 116 million US consumers watched online video in April. The report shows that these users initiated more than 80 streams each and spent more than 200 minutes watching video clips.

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