MIT Advertising Lab points to Vivenetwork, a new company aiming to make a market between video advertisers and web publishers. From their About page:

Vive Network connects advertisers, agencies and content publishers together for an integrated online advertising across Video, Blogs and Podcasting. Through the use of customized advertising solutions and effective ad-management technology, Vive Network provides turn-key multimedia solution that allows users to buy, track, deliver and optimize campaigns.

I see this as potentially disruptive to the contextual advertising market. Consider:

• A completely new standard is being introduced; the basis of competition won't be the contextual relevancy of the ads -- Google's big strength -- but rather the quality of the ad itself.
• Contextual ads like adsense are best suited for splogs or poorly crafted blogs that do not really resonate with any audience; a video ad, on the other hand, seeks attention -- not just a click. An ad is more likely to get attention if the visitor of the site actually gives the site attention. In this way, an online video ad network could be an immensely successful source of revenue for quality bloggers -- a group that currently creates a lot of value, but with contextual advertising dominating the online ad space, the market is not structured in a way that allows the value of quality blogging to be monetized. In my opinion, big money can always be found in finding big ways to properly align and maximize value.

Of course, Google's got its own video program, and it is an advertising company, and it does have a large network of publishers, so using this as a strategy for disrupting Google for a startup might be a bit overwhelming. Yahoo, on the other hand, might find more success with their ad network attempts if they focus on something other than contextual relevancy, which is pretty much the name of Google's game.

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