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| 72% of all internet users in the U.S. viewed on-line video last year |
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| Overview |
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 Firefly Video™ is an online video advertising platform designed to augment and complement traditional television and online pre-roll advertising. The Firefly Video platform delivers a compelling package to advertisers, combining the emotion and impact of TV with the fine-grained targeting, rich audience insights, and interactivity of online display advertising. The platform enables advertisers to reach their most desirable prospects when they are online, at substantial scale within a brand-safe environment that reaches a worldwide audience of 220 million web users, and owing to its cost per engagement model, with little or no media waste. Firefly Video is a wholly owned subsidiary of Exponential Interactive, Inc, a technology-enabled media services company.
A Different Approach than Pre-Roll Video Advertising
To date, the most prevalent online video advertising model is pre-roll video. Pre-roll brings to the web the familiar TV advertising experience in which commercials are presented to consumers as a prerequisite to watching the desired programming. In spite of the familiarity of this approach, pre-roll video faces a number of challenges such as requiring publisher sites to have a specially integrated video player, limited brand-safe inventory available for advertisers to buy, few targeting options and minimal audience metrics resulting from insufficient scale. These limitations have all figured in online video advertising’s growth rates in recent years.
The Firefly Video Approach
Firefly Video believes that the very best brand impressions are made when the right message is presented to the right consumer at the right time. We flip the traditional interruptive advertising model on its head and put the decision to view – or not to view – in the consumers’ hands. From the consumer perspective, this means an end to the interruptive ad model and a deeper level of engagement with the brand. Videos served through Firefly Video run initially in standard IAB display ad units. When a consumer requests to engage further, the ad unit unfolds to cover the entire web page, ensuring the viewer’s total and focused attention, delivering a highly engaged and interactive experience. This translates to more sales and increased brand loyalty.
From an advertiser perspective it means that there now is a way to combine the emotional impact of TV advertising with the scale and targeting of the web and touch consumers in a way that engages with them like never before (see Ad Gallery). All of this is accomplished in a fully brand-safe environment using our proprietary PageGuard™ technology, which is of course, of paramount importance to every brand advertiser. Through our ability to target consumers within a worldwide audience of 220 million people (120 million US-only) Firefly Video is able to deliver rich audience metrics and insights that help advertisers fine tune their advertising strategies on TV and pre-roll before, during and after a campaign.
A Note About Our Name:
Though we work exclusively with advertisers and publishers, it was with the consumer in mind that we selected Firefly Video™ as the name of our business. That’s because in our model, consumers are in charge. They are proactively choosing to engage with an advertiser’s brand in a non-incentivized environment. For that reason we chose a simple and memorable name and created a small, friendly logo bug (no pun intended!) that runs discreetly in the corner of the video ad unit and serves as a memorable and consistent experience for consumers where they learn that if they choose to interact with the Firefly Video ad unit they’ll be able to engage with top notch, highly-relevant brands in a great viewing experience.
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