“Runner. Video context”: contextual advertising in video

Rambler.Vision videos will now be accompanied by contextual advertising. Today “Runner” launched a new service “Runner.Videocontext”, unique for Runet. Text ads are placed at the bottom of the frame, under the picture. For example, if the video shows a manager trampling office equipment, the system should automatically link to it an advertisement about recruiting office managers to such a company with an indication of a phone number, for the keywords: “office”, “manager”. Advertising is linked automatically by thematic categories and keywords (tags) of individual videos on the Rambler.Vision ( placement examples ).

Although you can turn off advertising with one click, but then it will still appear again, albeit in a different video, so you need to constantly click-disable it. By the degree of intrusiveness with such a format, it is difficult to compare anything, except that advertising on TV.

We asked the representatives of “Runner” to explain to the “Habrakhabr” audience why no one in the world uses such a format, because it is rather primitive from a technological point of view.
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This is what Dmitry Chistov, director of external relations for “Runner”, answered:

Today, Google has a similar technology for displaying contextual advertising and AdSense ads are already being embedded in YouTube videos. The advertising service Yume.com works similarly, placing ads in various Western video hosting services. In RuNet, there is no analogue of our technology.

Can you tell in more detail how exactly the thematic binding of advertising to a specific video is carried out? How does it look from the point of view of the “Video Content” engine and from the point of view of the advertiser?

Subjects of ads when broadcasting in video is selected automatically in the context of a rubric in which the video is located, tags assigned to it, as well as with the help of behavioral technologies of the Runner in the context of recent user routes on the Web, search queries and interaction with advertising. From the point of view of the advertiser, there are no differences from the usual placement in the service: the advertiser makes an ad, selects keywords, assigns bids, and his advertisement begins to be broadcast throughout the affiliate network if he has not restricted the types of sites in the settings. That is, by default, the same ad is shown in search, and in blogs, and on thematic sites, and now in video. At will (we even recommend it), you can make separate announcements for each type of advertising sites, setting different communication scenarios.

For example, if a company advertises air conditioners, then where can the “Video Context” place its text ads? Give links to specific videos, please, for example.

In such a situation, most likely, an advertisement will appear in the video to someone who has come to the video hosting site, having previously searched for air conditioners in a search or from a site with a suitable subject. At the moment, about 50% of advertising on the Runner’s network is shown using not only semantics, but also behavioral parameters. Although, perhaps, the user will find a movie about air conditioners with relevant tags.

Can the advertiser somehow control this process? What settings does he have for choosing video content placements?

He has the ability to stop the broadcast on specific sites by the exception.

Do you plan to place the context on other video hosting sites other than Rambler.Vision?

Today, after a period of testing, contextual advertising for “Runner” can be found not only on the “Rambler”, but also in videos on Moskva.com, Life.ru, intv.ru. These sites were the first to join the ranks of the participants of the “Runner.Videocontext” partner program.