CNN Offers Streaming Video Tool to Advertisers

Share this content:
CNN will resell streaming video and audio technology to advertisers that position banner ads on its network of Web sites. The Java-based technology streams onto a Web page, allowing the end-user to view and hear the banner ad without media players or plug-ins.

CNN will offer the technology as a result of an agreement announced this week with EyeWonder, a provider of streaming video technologies.

"The user doesn't have to have Real, Windows or QuickTime," said Michael Griffin, vice president of marketing at EyeWonder, Atlanta. "And because it's Java-based, it can stream directly into a page and right into whatever part of the page it's been specified to go."

CNN, also headquartered in Atlanta, tested the technology last month with several advertisers, including Volvo and Comdisco. Results from those tests were not available, the company said.

Michael Stoeckel, vice president of interactive ad systems for CNN Internet technologies, said CNN also tested the technology with a video and audio banner ad for the network's Crossfire program. The ad immediately played when a user visited the U.S. News and Sci-Tech sections of

CNN teamed with EyeWonder because the technology allows advertisers to convert commercial tape they would use for television ads into banners, Stoeckel said. Further, while advertising agencies may be interested in video and audio Web technology, they may not be versed in developing them yet, he said.

"It's just like Web banners in 1994 or 1995, when most agencies and advertisers from the beginning probably weren't able to put this type of creative together," Stoeckel said.

However, CNN, which has similar agreements with other video and audio technology providers, will only temporarily resell ad solutions, Stoeckel said.

The deal with EyeWonder is for six months.

"We're hoping that advertisers and agencies, as these technologies become more popular, will begin building the ads and using the tools themselves," Stoeckel said. "The end game for us is not to be in the ad creation business."


Next Article in Digital Marketing

Sign up to our newsletters

Company of the Week

USAData helps businesses find new customers and grow their current customers through a combination of data and digital marketing services, and easy-to-use SaaS technology products. We enrich customer data so businesses can more effectively target and communicate with customers, and connect them with their best look-alike prospects through digital and traditional channels. We make it easy through simple, self-serve applications and APIs, as well as through full-service programs managed by our Data and Digital experts. 

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above