Firefly Video launched this morning with a new ad format designed to provide engaging, interactive video units that have the scale and reach of display advertising. The company, which is a wholly owned subsidiary of media services firm Exponential Interactive, can also provide detailed targeting, audience metrics and interactivity.
The units are created by taking existing video pre-roll ads and placing them inside a banner ad wrapper. Firefly’s ads are then served in the same way as typical, IAB-standard banner units — but when users mouse over the ads, they expand to cover the page with an interactive video unit. As a result, the video is only played when consumers engage with the ad creative, and advertisers only pay for the ad video when it has been played.
At first, Firefly will launch through Exponential sister company and display ad network Tribal Fusion, which has reach of 120 million uniques in the U.S. and 220 million uniques worldwide. In addition to its scale, Firefly can utilize geographic, demographic, behavioral and contextual targeting, which allow advertisers to reach specific users.
While in beta, Firefly was used for more than 25 campaigns for brand advertisers like Hyundai, Dannon, Proctor & Gamble’s Tampax, Nissan, Asics, Guthy Renker, Häagen Dazs and others. Firefly Video has 10 employees working in the company, most of which are employed in engineering.
Related content on GigaOM Pro: A Guide To Online Video Monetization Options (subscription required)

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