Online ad network company Komli Media will enable the distribution of video ads across its entire publisher inventory, targeting brand advertisers. The enablement of video ads should allow the company to target a set of advertisers who don't really do banner advertising, instead have put up their repurposed TV commercials on the web. Something like this has been done in the past by MSN Desktop TV (related article) sold by NDTV Media, which would often, irritatingly enough, be on auto-play. Akshay Garg, co-founder of Komli Media, told MediaNama that quite a few players in the market have enabled auto-play, "which is why they're able to charge on a cost per 1000 impressions basis, because the page loads and the video runs on its own. We're not fans of that...it's intrusive." The company hasn't decided yet on the metrics according to which they'll change - whether pay-per-play - but added that "What we have seen during our trial run, is that there is quite a variation in the click through rates on videos. So just charging video on an impression basis is an option." On advertisers, Garg said that they're currently speaking to advertisers, and will have "quite a handful" within a month. On Komli's video ads there's a video ad for Samsung. Now while these are essentially video spots replacing banner advertising, Komli is going to roll out pre-roll and post-roll advertising soon, which will be viewed around video content. However, that space has been garnered by incumbent ad networks like Jivox…
