"Behavioral targeting is all the rage with online display advertising right now, and video search engine blinkx is bringing it to video. For the past few years, blinkx has offered contextual video advertising through its Ad Hoc program, which matches ad keywords against a speech-to-text translation of the video, as well as all the tags and titles associated with that video. “We are extending targeting in Ad Hoc from contextual to behavioral,” says CEO Suranga Chandratillake.
He explains the new targeted advertising product in the video below (I caught up with him last week as he was passing through New York City). Overall, blinkx powers 17.5 million video searches a day across its network, which reaches more than 60 million people a month. But for now, the behavioral targeting will work only on blinkx.com, which is a small part of its overall reach. Using cookies, blinkx will assign psychographic profiles to people base don what they watch. It will start with nine profiles, including Yoga Moms, Digital Dads, Gossip Girls, Adventurers, and Infonauts..."
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Comment: Interesting video and a good (if not original) idea. Should be of great interest to the WPPs of this world.
Would be good to see some more mainstream coverage, though, rather than on a site which only Digital Dads and Wired Wonders might look at...
[edit] ...and the more I think about it, the more strange that is. Why no big press launch for what could be such an important technology? Why is Blinkx so good at ideas, but so fucking CRAP at marketing and monetising them?
Maybe they need a businessman in charge who's good at communication, and not some tech not-so-wunderkind...
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