Akio Niizawa, president and CEO of Japanese ad giant Dentsu's digital shop, Cyber Communications Inc., is ready to deploy CPV as a hybrid branding and performance metric for online video. CCI is an investor in Dennoo, which raised $2 million between the start of 2013 and the summer from a variety of Japanese funders. The company also maintains an office in Tokyo.
Six-person Dennoo also wants to measure the relative effectiveness of in-stream and in-banner video ads. Another video ad firm, Tremor Video, is gambling that in-stream ads will prove to be more brand-friendly, while in-banner ads will continue to attract performance-based campaigns.
Dennoo primarily supports in-banner video ads, though Kumaran concedes the model has lost favor.
"Today, in-banner is not much used for video ads," Kumaran said. "So, Dennoo introduces features like 'auto ad-pause' which helps branding campaigns to make sure that the message is not lost and is only played when ad is 50% or more viewable. ... In the case of in-stream, an ad is shown to audience before the content can be viewed, which could be a huge distraction to the audience."