ITN to run contextual ads with video content on Bebo

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ITN will serve video ads on its website and those of syndication partner, including Bebo, after agreeing to extend its partnership with video search engine Blinkx.

ITN On, the multimedia-publishing wing of the news provider, will use the Blinkx AdHoc system to run contextual advertising against the online TV and video it publishes and supplies to third party websites.

ITN has been using the system for the last six months with its video content on the Blinkx.com network as it trialled the potential of video search and syndication networks.

Nicholas Wheeler, managing director of ITN On, said the relationship with Blinkx had improved the marketing potential of its online video and showed the company that it can 'significantly' monetise its content in this way.

"We've been delighted with the results of our partnership with Blinkx and are looking forward to implementing the AdHoc technology on our site," he said.