SOURCE: ShortTail Media

August 05, 2009 09:30 ET

New "Outside the Page" Ad Platform Bridges Television Advertisers Online With Beta Launch This Week

Digital 30 Platform Creates Valuable New Inventory for Publishers, Marrying Video Ads With the Nation's Most Prestigious Websites

ATLANTA, GA--(Marketwire - August 5, 2009) - ShortTail Media, the nation's leading alliance of premium websites, has launched a four-week beta program testing its innovative over-the-page video ad platform that allows advertisers to easily distribute their existing television campaigns across premium websites. Adobe Creative Suite, R2C Group and Special Ops Media are the first beta clients for campaigns that will run across, Entertainment Weekly's,, and the Wall Street Journal Digital Network during the next four weeks.

The first-of-its-kind Digital 30 (or D30) platform delivers television ads in an elegant overlay on top of non-video website pages as users navigate between and within sites. Users will be able to close the overlay after five to ten seconds. By creating an entirely new layer of full-attention video ad inventory above the page, ShortTail will help even non-video sites capitalize on the fastest growing segment on the online ad market and create new revenue streams.

A demonstration of the D30 platform can be seen at: Password: demo (case sensitive)

"We're bridging traditional television marketers online by delivering a turn-key solution that combines the best of television advertising creative with the best of digital advertising tools, including frequency capping, real-time analytics and measurable engagement of actual viewers," said David Payne, CEO of ShortTail Media and the former head of "Only by providing a platform that lets marketers efficiently amortize their brand campaigns online will the industry shift dollars in any material way."

Publishers will be able to either license the D30 Platform and sell the ads themselves or participate as part of a consortium of sites in ShortTail's alliance. Added Payne, "This test program is a first step towards delivering a suite of standardized and scalable products that will enable marketers to extend their brand campaigns online with all of the benefits of digital audience segmentation, including predictive targeting and serving ads to users from specific referring sites."

About ShortTail Media

Headquartered in New York and Atlanta, ShortTail ( is a privately-held company operating the world's first alliance of 60+ top-tier online publishers whose off-line media properties include broadcast TV, cable TV, newspaper, and magazines and that have an aggregated reach of 80MM Unique Users. The company is co-founded by David Payne the former SVP/General Manager of, and Jason Krebs, former VP of Conde Nast Media Group-Interactive. The Company received its first round of funding from General Catalyst Partners in Boston, MA.

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