Video advertising revs up

Oliver Luckett, a Revver co-founder and senior-vice president of network development, said his company plans to open up its APIs, which connect video owners with advertising. Speaking at the Building Blocks conference. "We plan to completely open up our system. For the last nine months we have been working secret to open the APIs and give it out to the world," Luckett said. "People will be able to build portals, with upload, content delivery, monetization and other features." Revver connects video content creators and owners directly with advertisers. The company's technology contextually matches videos with advertising, offers syndication networks, tracks performance, and shares revenue with content creators and syndicators.

Luckett cited the market as 180 video sharing sites and millions of blogs, who could take advantage of using Revver's platform. He also said that Revver currently monetizes videos at 75 cents to $1 per view (ads are at the end of the video, so the entire video has to be watched), delivering an effective CPM of $22.50 to $40, with a click through of between 3 and 4 percent. Revver also plans to make some deals with studios and burgeoning video stars with a new ad product that could provide pre-roll brand advertising. Comcast Interactive Capital and Turner Broadcasting recently invested in Revver.