ADVERTISING:
What’s your YouTube strategy? Especially when YouTube/Google’s ad platform has 60% marketshare? This morning’s 4 companies are filling the gaps in that market; from paying low-cost content creators for brand advertising to enabling advertisers and content producers to control their ads.
Also addressed: What happens when products that block video ads (Tivo or DVR for the web) come along? Companies think that they’ll be forced to innovate, and some of these guys are already thinking that way.

*Moderator
Rafe Needleman – Webware, CNET

*Judges
Sean Crawford – Orange FT Group
Peter Daley – Rutberg & Co.
Chris Pirillo – Lockergnome.com     

adapt.tv – online video advertising platform that allows publishers and advertisers to match relevant, contextual advertising with online video content – Google AdWords for video. The technology monitors viewers and adapts ads to their preferences and displays ads during video. Pricing is between text and rich media ad. They are banking on the fact that the online content providers are going to defend their territory and will erode YouTube’s market share.

ScanScout – helps digital agencies and publishers by providing technology that delivers the right creative the right time to the right consumer – essentially not matching to the word but matching to the genre. It’s able to include both “brand” ads and text ads in video – so they can power both direct response and brand advertisers.

XLNTads.com – platform for Consumer-Generated Advertising (CGA) for brand sponsors, it’s a cost-effective way to capitalize on the creative energies of semi-proad creators. One audience member said that it’s like asking talent to make product for a “perennial” design contest. Model is to increase eventually the number of vertical campaigns – cars or food etc. – while building the ad network.

YuMe Networks – broadband video advertising network providing advertisers and publishers the ability to identify, classify, and track content to ensure brand safety, contextual relevance, controlled syndication, and consistent delivery across all digital media platforms – web, downloads, mobile, and IPTV. Attacked live, BitTorrent, downloads — acting as connecting point between content and advertisers and are more forward-thinking about new distribution models.