VIEQUES, PR — A short, 200-word news article doesn’t necessarily deserve a 45-second pre-roll video ad. That’s a recipe for user frustration. And that’s also why Genesis Media, an ad-tech firm delivering auto-playing video ads on to text pages, is refining its service to account for page characteristics.

It just announced Adaptive Formats, technology that serves up a different video ad format depending on the nature of the page in which its units sit.

“It all comes down to format,” Genesis Media CEO Mark Yackanich tells Beet.TV in this video interview. “(We are) focusing on ad formats as a way of solving some of the challenges associated with viewability… custom billable events that brands now really want to explore.

“In traditional frameworks, it’s difficult to explore (that). In out-of-stream units, we can begin to work on those. Longer-form content can go in these types of units, short-form content can go in these units – 15s and 30s, so can fives and 10s.”

Two-year-old Genesis Media of New York is an ad tech platform aiming to sensitively place auto-playing out-stream video ads, a format that is gaining in popularity on social networks and which has even gained ground by inserting ads in between the news articles people are reading.


This video was produced at the Beet.TV executive retreat presented by Videology.  You can find more videos from the session here.