The Wall Street Journal has a great overview (free link) of the technology companies that are powering advertorial video for small and medium businesses: Mixpo, PixelFish, Jivox and TurnHere. Here’s an example of an advertorial clip created through TurnHere (sorry, you’ll have to sit through a Wall Street Journal pre-roll ad first):

While a TurnHere photographer shot and edited this clip, other services, like Mixpo, allow advertisers to create their own video ads by uploading and editing their own photos and video — and using stock footage and music available on the site. Then advertisers can embed the clips wherever they’d like — or distribute the video as part of a rich media ad campaign (medium rectangle ads that convert into players when clicked, for example) — and then track views and click-thru’s through a back-end interface.

As we’ve written before, the challenge for TV stations is finding a place to put advertorial videos. While they can be trafficked as ads, advertorial clips have the most impact when they’re discovered by people searching for related products or services. Like equipment rentals, for example. That’s why we’re seeing a very aggressive move by city guides, yellow pages and other directories to add video to their search-based advertising products.

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