Tagged: Video Advertising

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!

Google Study Finds Packaged Goods Spots Perform At ‘Parity’ Online Vs. TV

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