Mixpo and FreeWheel are partnering with Discovery Communications on a VPAID 2.0-enabled video advertising campaign which aired during Animal Planet's ninth annual Puppy Bowl.
Created using the IAB's VPAID 2.0 standard, the partnership allows Discovery to create and serve interactive in-stream ads across both desktop and mobile properties – Discovery.com, AnimalPlanet.com, TLC.com, and several others – in a streamlined way. It supports pre-roll, mid-roll, desktop, tablet and phone-based ads.
"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, senior vice president of digital sales strategy & client solutions at 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 monetising high profile, live events."