Adopting the Web

     Interacting with information is not only a concern for Internet viewers worldwide, but is also of growing interest to advertisers.  Annual and quarterly predictions repeatedly forecast a tipping point for online advertising, prompting startups to build a unique infrastructure for the coming onslaught of brands, commercials, and product placements. 

   Encino, CA based Panache is one such company, providing a detached advertising technology for both online video and traditional television.  “Detached” refers to the platform’s ability to seamlessly adapt to video regardless of format.  Advertisers can imprint and track desired messages in real-time in previously elusive settings like DVR material and pre-roll ads.  Skips, fast-forwards, exits, click-through, etc are all recorded by this powerful platform.   View Panache in action through a programmable set-top box here.  

     The tactics of Panache are reminiscent of the combined efforts from Google’s ad department.  Purchasing YouTube was followed by a test run in the broadcast television market.   Now rumors are surfacing of either pre-roll or embedded ads on select YouTube videos.  Regardless, Panache appears to offer superior functionality for possible variations of online/television convergence.  Partnerships with Major League Baseball, Microsoft, Motorola, Ticketmaster and others may assist Panache as well. 

     Another startup servicing the changing advertising landscape is San Francisco based Peanut Labs.  As an intelligence firm, Peanut Labs harvests targeted data from communities populated by lucrative Generation Y members.  Gathering reliable information is imperative for the company’s success; information is culled from 60 plus partner sites serving brief surveys to their predominantly Gen Y user bases.  According to the site, surveys result in some nice passive income for Peanut Lab partners. 

Filed under: Infonalysis