By Sahil Patel
Hollywood-based interactive video ad tech provider New Antics has launched PayRoll, a new e-commerce solution for content creators, advertisers, publishers, and online retailers.
Built on top of a patent-pending technology from New Antics, PayRoll is an HTML5-based video overlay that allows content providers to interact with viewers in a variety of ways. Viewers can enter contact information, access additional product information, fill out surveys, enter contests, make product purchases, and subscribe to email lists without having to leave the video player environment.
New Antics says PayRoll is compatible with video on mobile, tablets, desktops, and connected TVs. It also stays with videos even when they are shared to a social network or blog.
The company says it worked with some of the top video players and ad networks to develop the product, including YouTube, Vimeo, Video.JS, and JW Player.
The value in a product like this is pretty self-evident as online content creators and media companies look for ways to monetize their relationships with their audience. YouTube MCNs are developing proprietary technology (including custom players and “shoppable” players) in an effort to generate higher revenue off their premium content. That requires a lot of resources and money though, whereas a product like PayRoll can offer similar capabilities without requiring the content provider or brand to make as big of an investment.
Granted, PayRoll is not the only interactive video ad product to offer e-commerce features. It’s entering a pretty crowded market. But the type of features it offers is definitely something to keep an eye on as everyone tries to figure out how to make money in online video.