Denver Papers Sell Video Ads

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By: Carl Sullivan

The Denver Newspaper Agency recently launched streaming video advertisements on the Web sites for the two papers in the city’s joint operating agreement (JOA), The Denver Post and Rocky Mountain News.

The broadcast-style commercials, called Virtual Video, are offered in partnership with Denver-based Broadband Video, a streaming media company.

The ads appear on the entry page of the site’s vertical sections, including autos, jobs and real estate, said Jim Nolan, a spokesman for the JOA. The ads don’t play automatically; users must click on links to start the streaming video. Broadband isn’t required, Nolan added.

“For companies that don’t have television commercials or can’t afford the high cost of advertising on broadcast or cable TV, Virtual Video is a smart alternative,” said Fran Wills, vice president of interactive media and community relations for the Denver Newspaper Agency, in a statement. The newspapers would not disclose rates for the Virtual Video ads.

Broadband Video founding partner Jock Mirow said the online streaming ads are produced for a fraction of the cost of traditional broadcast commercials. The format includes full-motion video, voice-overs, sound, and hyperlinks to the advertiser’s Web site.

The Denver papers say they’ve already sold the new format to Kacey Fine Furniture, Einstein’s, Lowes, Public Storage and Oakwood Homes.

Windows Media Player is required to access the format.

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