s video spreads across the Web, the race to build advertising around it also grows. The world's No 2 internet ad network, ValueClick, has unveiled a new video ad-serving system to run ads before and after videos and within banners. The new system for publishers and marketers will be integrated into ValueClick's existing ad-serving platform and will include a variety of formats, such as video, rich media and standard display ads. The firm estimates that one-quarter of the publishers in its 13,500-site network already offer video, and believes that another half will offer it by the first quarter of 2007. Inventory of about 100 million video streams will be available at the launch.

The move is being looked upon as a direct aim at Advertising.com, the Web's largest ad network. Early in 2006, the company acquired online video ad company Lightningcast to supplement its own video-ad serving ability. Advertising.com sites reached 84 per cent of the US internet audience in October, while ValueClick's reach totalled 77 per cent (according to comScore Media Metrix).... more