Firefly Video relaunches in US; offers new ad units where consumers actively choose to watch an advertiser’s video content

  • February 27, 2013

Exponential Interactive, the global provider of advertising intelligence and digital media solutions, today relaunched its brand engagement video advertising solution Firefly Video.

The launch includes two new ad units, Glow and Illuminate, which are designed specifically to drive consumers to actively choose to watch a brand’s video content.

Campaigns using the new Glow unit have delivered an average of almost 1.5 times the average time spent (ATS) of previous units, while campaigns using the full-featured Illuminate format delivered an average of twice the ATS, the company said. Average engagement rates are more than 1%, it added.

Joe Gallagher, former EVP, global sales, at online video network pioneer BBE, has been appointed as general manager of Firefly Video to lead the newly formed division. Gallagher also held management positions at Dow Jones, Tribune Company and Real Media.

He said: “These new units, combined with a cost-per-engagement pricing structure, guarantee advertisers the Active Attention of their intended users. Brands know that the users viewing their content have chosen to do so, and they know they only pay when that happens. With strong video content constantly available to brand advertisers, along with the added features of social sharing, multi-video content and product information, Firefly Video delivers a strategically advanced platform to reach and engage their prospective customers.”