Interactivity in video formats key driver in campaign performance
Yesterday’s MediaPost Video Insider’s post “Video Advertising: A Performance Medium by Any Measure” focuses on the importance of performance in online video advertising. Video advertising performance is driven by three key factors: campaign execution, traffic quality and technology.
Producing “creative creatives” drives campaign execution according to MediaPost. “Advertiser-generated content represents the ultimate branding solution, wiping out the line between advertising and programming. Consumers love it, and advertisers who leverage the ‘lean-forward’ experience by adding interactivity or calls to action are clearly getting higher performance than from repurposed 30-second television commercials.“
“Advertisers should leverage the interactivity video formats can add to their creative. While television offers established ways to monitor performance, the measurement capabilities provided in the online world are even greater.”
We are on the right track then!
Tags: interactive videos, interactivity, video ad format, Video Advertising, video performance