Roo, the Web broadcasting company says that they've gathered together over 18,000 licensed video clips from new organizations, record labels and movie studios.
With that content in hand, they approached Tribal Fusion to work out a contextual application that can be used to offer ads in the video clips, using interactive web page text.
What they'll do is put their video clips and related text and links on their combined Internet network, which will reach over 160 million users monthly.
Operationally, the partnership will give users the option of viewing videos they're interested in when they mouse over related text. Viewers can also choose whether they'll view the included ads in pre- or post-roll, interstitial, or overlay forms.
"We call it incremental content," said Rob Price, senior vice president, product and network, Roo. "And we think it's exciting for publishers and advertisers, but most importantly the users--since they'll have the opportunity to view content that's tuned to their interests."
The platform will be ready for delivery in about six months the two companies said.
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