Display and Video / April 11, 2013 / By Erin Martin

Discovery Communications Partners with FreeWheel and Mixpo to Drive Video Ad Innovation on Mobile

Today Mixpo and FreeWheel, in collaboration with Discovery Communications, are pleased to announce the first campaign to deliver VPAID 2.0-enabled video ads in a premium desktop and mobile environment. The industry-first provided the associated brand and its agency with an innovative way to reach and engage Discovery’s Animal Planet audience during the ninth annual Puppy Bowl, aired both on television and online.

Thanks to using the IAB’s VPAID 2.0 standard, the process was fast and easy, one that prior to VPAID 2.0 would have required custom coding. Discovery can now create and serve interactive in-stream ads across both their desktop and mobile properties – Discovery.com, AnimalPlanet.com, TLC.com, and several others - far more easily than ever before. Whether it’s pre-roll, mid-roll, desktop, tablet, or phone – the new solution from FreeWheel and Mixpo that Discovery has adopted dramatically simplifies implementation.

“Discovery Communications seeks to provide advertisers and their agencies with the opportunity to run premium ad products across our popular programming, both online and mobile,” said Suzanne McDonnell, SVP, Digital Sales Strategy & Client Solutions, Discovery Communications. “We’re proud to offer this industry first as part of our ongoing effort to bring added value to those who want to reach our quality Discovery audiences on multiple screens. “

“Advertisers understand the unique branding opportunities that come with being able to engage viewers wherever they consume popular television programming and interactive content,” said Doug Knopper, co-CEO of FreeWheel. “We are excited to continue to work with Discovery and Mixpo on flawlessly delivering those experiences and effectively monetizing high-profile, live events.”

“What’s so exciting about this campaign is that the brand is able to build a deeper relationship with the Discovery Communications audience. They can reach consumers wherever they are – desktop or tablet – in a consistent way and within the premium, long form video environment,” says Anupam Gupta, CEO of Mixpo.

“This is a significant milestone for the industry and a step forward in helping drive mobile growth,” says Peter Minnium, Head of Digital Brand Initiatives at IAB. “We introduced VPAID 2.0 last April to provide a common specification to further help interactive in-stream scale across screens. The work done here is a great example.”

See how VPAID 2.0 makes deploying interactive in-stream campaigns across desktop and mobile easy:

Subaru Campaign

VPAID 2.0