Scanscout heeft een nieuwe technologie ontwikkeld om op basis van de inhoud van een filmpje (beeld,  geluid, tekst) advertenties te tonen.

ScanScout’s rich content scanning is deeper and more precise than anything ever introduced, creating algorithmic intelligence about each video and each user’s behavior, enabling far better matching than ever imagined and providing benefit to not just the advertiser, but also to the user and to the publisher.

Unlike pre-roll ad vendors, ScanScout does not require advertisers to limit the length of their video ad creative, because of the innovative and non-intrusive manner in which ScanScout present the ads.

De video advertentie markt in de US is blijkbaar ongeveer 750 M USD groot:

In this, the year that video is expected to explode online, eMarketer projects up to a $750M video ad market for 2007. As impressive as that number may be, broadcast and cable television enjoy a roughly $110B ad market. Despite the fact that an increasing number of high-demographic consumers spend more time online than watching television, the way that video is tagged and served online today has not caught up to digital technology.

Maar adverteerders vinden niet genoeg advertentie ruimte:

Demand from online video advertisers has outstripped the supply of video ad inventory that premium publishers have today. Where will new video ad inventory come from? And how will they make it work for their advertiser clients without cluttering their pages?

Pre-roll and post-roll are already regarded as “dead” by many industry experts, primarily because they leverage an old paradigm that essentially ignores the consumer. Technologies that listen to the consumer — like Search — are those which are growing the interactive marketplace.