A video advertising startup called Qoof is coming to market with a platform that can dynamically serve interactive in-video advertisements for e-commerce sites and other verticals. The platform will allow advertisers to deliver custom ads that increase user engagement and always provide the most-up-to-date product information.
Qoof provides a way for advertisers to create and insert custom apps into videos and other rich media assets that can be distributed across third-party video players and through affiliate networks, ad networks, social media outlets and social games. Once deployed, the advertisements can access various types of information from retailers, including product and price information, store locations and even in-player checkout. (A video demo of the technology is embedded below.)
All of this happens within the video player or IAB-compliant ad units, which means that users aren’t shunted off to a third-party site when they’re interested in learning more about a product or specific offer. So for instance, if Best Buy is an advertiser showing off a product for sale, the user can click in the ad to get more information or find out at which stores a certain product is in stock.
The platform is built on HTML5 and works by making web services calls to populate the ads with information. It also provides detailed information about user engagement, measuring how users interacted with the ad units, allowing advertisers to make better decisions about which apps are best to align with which player.

Related content on GigaOM Pro: Report: The In-App Advertising Landscape (subscription required)

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