MensXP.com launches video advertising

The lifestyle e-magazine will provide in-banner interactive video and mobile advertising units in collaboration with online advertising company Jivox.

Xpert Media's lifestyle e-magazine MensXP.com has launched video advertising to help brands engage better by delivering engaging ads. The portal will provide in-banner interactive video and mobile advertising units for customers, in collaboration with multi-screen interactive video advertising company Jivox, which will be the technology provider for this venture.

The portal, which claims to have a reach of more than a million, plans to focus on high-impact engagement-based ad formats that will provide advertisers with more ways to connect with their target audience.

Highlighting the growing consumer activity with online video content in India, Angad Bhatia, managing director, Xpert Media, says, "Internet video will account for more than 60 per cent of consumer internet traffic in India by the end of the year. This presents a great opportunity for advertisers to optimise their media plans with a new way to engage their core audience on content that appeals to them (videos).

"We currently hold the largest library of lifestyle-related content in India, with more than 50,000 titles. We are building our own in-house studio capabilities to produce high quality lifestyle-related content for the Indian audience, and will actively partner with other studios to produce and aggregate lifestyle-related videos."

Bhatia adds, "As a publisher, it is integral that we have a smooth and consistent content environment for our dedicated readers on their desired digital devices. Jivox has superior technology that automatically detects the device our readers are on, and appropriately switches to the desired video format."

Jivox, which launched its video advertising platform services in November 2011, also provides the online advertising technology platform to automotive portal CarWale.com.

Commenting on the tie-up, Rahul Tambewagh, director, platform sales, Jivox, says, "We have trained and certified MensXP.com's ad operations team for campaign optimisation, ad creation, tag generation, mobile, and in-banner integration."