Digital advertising is changing fast and at least one company thinks the CPM model might not be long for this world. VideoEgg, a rich media ad network, launched its AdFrame Brand Response Network, a new product that lets advertiser pay only for engagement.
"Advertisers need to move beyond the metrics of eyeballs and evolve from how many to how good," said Troy Young, CMO of VideoEgg. "AdFrames leverages our keen understanding of how to drive engagement with innovative ad units and takes risk away from the advertiser. It offers advertisers a predictable approach to distributing highly targeted video and rich media content."
VideoEgg classifies engagement as clicking on an ad or hovering over it for a few seconds. Either event will trigger a new Flash overlay that contains a video, game or some other content. The advertiser pays a fee only when the Flash overlay is deployed.
Microsoft has already signed on as an advertiser. The company will use AdFrames to deliver ads featuring comedian Amy Sedaris for its Microsoft Office product line.
