Orange has tied-up with video-sharing platform Dailymotion, which will see it serve targeted online video ads across both premium and user-generated content.

Thursday, 14 July 2011

The mobile operator, which acquired a 49% stake in Dailymotion for around $80m (£49.6m) earlier this year, is to offer localised, bespoke online ads against the video-sharing site’s content via its Orange Advertising Network (OAN) in the UK, Spain, Poland and Latin America.

The deal will see OAN run targeted ads relating to specific audiences and localised content against both premium-quality and user-generated video content on the Dailymotion platform, which claims 114m global, monthly unique users.
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Dailymotion, touted as the French version of YouTube, has secured rights to localised content in each market it has a presence in – including ITN in the UK. Advertisers will also have the opportunity to commission bespoke content from the video-sharing platform’s Motionmakers community – a 20% split of Dailymotion’s overall online community dedicated to amateur video making.

VP of Orange Advertising Luc Tran Thang said online advertising is useless without some form of targeting. “Advertisers are increasingly looking to incorporate video within their online campaigns but unless brands can specifically target the right content relevant to each market, it’s like dropping a needle into a haystack,” he said.

The aim of the tie-up is to ensure its advertisers connect with their target audience by targeting localised video content to maintain better engagement with online consumers, according to Tran Thang.

Ad network Unanimis is the UK operation of Orange Advertising Network. Last year, Orange launched its ad exchange, Orange Open Market, using the platform OpenX Click Here to view the NMA article.