I found the latest research published on MediaPost very interesting, it is backed up by our own statistics around engagement.  In essence the research finds that online video advertising is at least as good as TV in building brands.

“The takeaway is that nothing is lost and much can be gained. There is no downside in terms of bringing a brand-building message,” Marianne Foley, senior vice president-strategic initiatives at Harris Interactive said referring to the impact of running TV commercials online.

The study found that the commercials performed equally in all the major attributes on each of those platforms, but that embedded video ads might actually perform slightly better in terms of their ability to influence “purchase intent.”

Maybe this is why we have seen a huge spike in activity over the last few months. Long may it continue..

Irfon

We have been working with Lycos and Carat on a new Renault laguna campaign. This has been covered here by Marketing Week. I’ll let you know the results as soon as I am able to post them.

Irfon

I’ve just been reading Liz Gannes on newteevee

It staggers me that videoegg take on $32m in investment then decide that the market for UGC video advertising is not as large as they were forecasting. I bet that pleased the VC’s!

Consumers are increasingly controlling their media experiences; online, consumers are even less passive, using search engines to find information, creating and uploading content and stop advertising that annoys them. Combining the Internet’s ability to allow consumers to control their online experience with the engaging and immersive experience of interactive video where users are able to interact and engage with objects within videos, the Boots online advertising campaign proved successful. 

Results from the Boots campaign trial showed that around 30% of the viewers interacted with the various products in the video ad and it was played five times more often than the average non auto play banner ad.

Renault is the first car marque to trial a new video advertising format that will allow users to interact with the ad as it is shown. The car company is trailing the format on the Lycos European network.The advert has been adapted so boxes come up around the car that can be clicked on while it is showing to give the viewer more product information.

The video ad format, delivered by the Coull Engage platform, was developed by Lycos, advertising agency Coull TV and media agency Carat.

Renault is also using a “push down homepage takeover” advert on the Lycos homepage, which means that a banner ad scrolls down over the homepage when a viewer runs over it with their mouse.

David Isherwood, e-marketing manager at Renault UK, says: “Renault has a long history of incorporating innovation into its product development, so it’s only natural we wanted to be the first car company to pilot this new technology.”

Click here to see the article on Marketing Week’s website.

LYCOS Network Europe, the leading European online advertising sales network, is using a new advertising format which allows users to interact with content in online advertisements like never before.  The format, pioneered by LYCOS with video technology company Coull and media agency Carat, is the first of its kind within the industry.

The new formats enable users to interact with video content whilst a film plays. This exciting format, delivered on the Coull Engage platform, means advertisers can now showcase video content online while, by clicking on product features, users can get more information as details are shown within the unit.

Renault is the first automotive brand to trial the format across LYCOS Network Europe and sales network partner site About.com. 

Users will be able to interact with Renault’s latest advert, learning more about the standards set by the Laguna in quality, comfort and driving pleasure.

Renault have also staged a complete takeover of the LYCOS site, using a “push-down homepage takeover” format.  The format enables users to roll-over a banner at the top of a page which scrolls down, pushing the site content down the screen, rather than covering it.  The new Laguna TV advert then plays in the space created by the push-down. 

Sam Kayum, Sales Managing Director for LYCOS UK said: “These new formats point towards the future of online advertising, encouraging users to interact directly with content – key in today’s cluttered media environment.”

David Isherwood, E-Marketing Manager for Renault UK said: “Renault has a long history of incorporating innovation into its product development, so it’s only natural we wanted to be the first car manufacturer to pilot this new technology.

“As a continually forward thinking company, interactive marketing is an area we are increasingly developing an interest in, and its pioneering technology combined with customer experience fit perfectly with New Laguna. We’re delighted to have worked with Lycos in this venture.”

Lycos has recently signed up a similar campaign by Nivea which will use the new format in coming weeks.

We are so excited to hear that Coull, amongst  some other great Web 2.0 UK  startups, has been selected to take part in Web Mission 2008 supported by TechCrunch UK, Heller Ehrmann, UKTI, Polecat, Make Your Mark, HSBC.We are so proud to be chosen and looking forward to meeting new partners, potential clients and colleagues. We will post journal logs of our exciting experience, stay tuned …

Coull, a provider of interactive online video publishing platforms, today announces that it has closed on a series B financing from Finance South West Growth Fund (managed by YFM Group), Creative Ventures Group, and private investors. 

With this investment, Coull today launches two products available to brands and content owners to create and manage interactive online video:

•Coull Engage is an online video advertising format, enabling unprecedented levels of interactivity and consumer engagement. Brand marketers and digital marketing agencies can easily create interactive video adverts, with Coull’s robust reporting tools allowing real-time campaign tracking, measurement and monitoring.

•Coull Activate is a web application that allows content owners to make any video content interactive – activating objects to link to other sites or additional product information. Content owners can use Coull Activate to monetise product placement; increase consumer dwell time; and control and monitor distribution across the web.

“Coull’s technology allows any video to be made interactive – activating objects to link to another site, product or service,” says Irfon Watkins, Coull CEO. “This offers brands and content owners increased creative scope to incorporate advertising into online video content, in a way that directly engages consumer audiences. Maximising the opportunity presented by the continued surge in consumer use of online video.”

“The financial investment will be used to accelerate further development of these products and to augment Coull’s sales and marketing programme.”

Gillian Kent, former MSN UK managing director and CEO of Propertyfinder.com, has been appointed to the Board of Directors at Coull. Gillian will aid establishing Coull as a premium online video advertising format within the digital marketing and publishing sectors. Creative Ventures Group founder Spyro Korsanos also joins the Board at Coull.

“These new appointments bring extensive experience to the Board as we embark upon rapid expansion” states Bernard Holcroft, Coull Chairman and Director of Rupert Hambro & Partners Ltd, Coull’s major share holder.

“2008 is the year for online video,” adds Gillian Kent. “Coull’s easy-to-use products, combined with their long held expertise in online video, positions them extremely well for success.”

Lycos has completed a trial of the Coull Engage interactive video advertising format in a media first for Boots and MediaCom.The Boots ‘Here Come The Girls’ TV ad was delivered on the Coull Engage platform across Lycos and its partner site About.com, with viewers able to interact with products during play.

“The results of the trial have been very impressive, with 29.3% of consumers interacting with the various products within the video and therefore taking user engagement with Brands to another level” says Fiona Smith, Agency Group Head at Lycos. “The Coull Engage format also drove five times the average play rate for a non auto play MPU ad.”

“Interactive video offers brands increased scope to engage directly with consumers,” says Irfon Watkins, Coull CEO. “The Lycos trial highlights the potential this offers to maximise the power of online video – driving deeper brand involvement, customer acquisition and sales.”

Renault and Nivea have now signed up for similar campaigns, following the success of the trial.Coull Engage is an online video advertising format, enabling unprecedented levels of interactivity and consumer engagement. Brand marketers and digital marketing agencies can easily create interactive video adverts, with Coull’s robust reporting tools allowing real-time campaign tracking, measurement and monitoring.

Lycos and coull partnered today with mediacom on a video campaign for Boots. We are testing the user engagement with the objects within a 1 min repurposed TV ad. The ad is here:

What do you think? I’ll let you know the results as soon as we have them

Irfon