Online video advertising specialist smartclip has signed a pan-European partnership with the multi-platform music channel iConcerts, to integrate all video ads into its inventory. The partnership will see smartclip work with iConcerts as its preferred advertising partner, to sell video ads on multi-platform apps.

The pair suggest that users can access over 1,000 live concerts at any time and because of this brand engagement is increased. By leveraging extensive relationships with media agencies and advertisers in the digital and broadcast community, smartclip can monetise the live video content. smartclip developed its own proprietary technology standard UTAI to achieve easier integration of digital video ad formats on Connected TV platforms.

Shirlene Chandrapal, Vice President Connected TV, smartclip, said the partnership was a key step in the continued accelerated growth the company had been experiencing in the last eighteen months in the CTV advertising space. “As content and applications become more and more important, this partnership will strengthen our ability to match in-stream video ads with video content, tailored to relevant target group across all screens, PCs, mobiles, tablets, gaming consoles, IPTV and Connected TV,” she stated

“We see Connected TV space as an exciting new frontier that will allow us to both extend our brand and generate new revenues from our content”, suggested Natalia Tsarkova, iConcerts CSO. “As with any new digital market, concrete revenue models are yet to emerge and it is hard to find partners who have proven experience in monetising this space,” she said, adding that smartclip was such a partner.

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