AWARD-WINNING video advertisement service FoxFrame will become available to users early next month, according to its chief executive Gráinne Barron.

The web-based application will initially offer a “fremium” model where businesses can create a 10- second clip for free, with a full service starting towards the end of the year.

FoxFrame, which recently won the 2011 Docklands Innovation Award, aims to make it easy and cost-effective for SMEs to create video online adverts. It allows users to select from a large library of stock videos and images, to which they can then add text, branding and transition effects.

“Getting an ad produced is extremely expensive and, even though the costs have come down, many small businesses still think they are for the elite,” Ms Barron said. “The point is not that this will be cheaper for certain businesses but that the likes of the SMEs just weren’t making adverts to begin with – now they can.”

Ms Barron, who has been in video production all her working life with companies including NBC and Windmill Lane Studios, said this automated process would help to keep the cost below €1,000 and users would be able to preview the clip before paying.

FoxFrame will also make it easy for companies to publish the clip through the likes of Google or download it to use in other promotional material.

The product has been in development for some time. Ms Barron said there were still issues but initial feedback was positive. The main focus was to develop a tool that was easy to use and which would in turn lead to a high volume of sales.

“Our aim is that, if you can drag, drop and type, you can make a professional video that is low-cost. The product is not scary and it’s not technical. There’s a lot going on under the hood but it’s an easy drive,” said Ms Barron. A future phase will allow users to upload and add their own content to the video.

Ms Barron said big companies including Google had shown an interest in FoxFrame and the Docklands award has helped generate even more buzz.