|New Video Ads Focus on User Engagement|
|Written by MediaBuyerPlanner.com|
|Wednesday, 13 January 2010 12:27|
Tremor Media is hoping to lure advertisers by introducing several new video ad formats and features that focus on engagement.
These features include:
Similarly, digital marketing company Tribal Fusion last month rolled out a product it dubbed Full Engagement Video - a full-page video overlay ad unit which the company says guarantees user engagement by taking over the entire screen.
Available in display, interstitial, and mobile formats, the display units play video assets in-banner, and invite users to rollover. Once they do, the ad unit expands to the width and height of the browser window and plays the video as a full-page overlay. It is priced on a cost-per-play model, writes MarketingVOX.
Super Pre-Roll Case Study
Another new ad format from ScanScout is being called a “super pre-roll video ad unit.” The company is reporting that click-through rates from campaigns using these ads (first launched in October) were 350% or 4.5 times higher than all other regular pre-roll CTR in the in-stream video advertising provider’s network during the same period.
Super pre-roll is a normal pre-roll, but with interactive features like polls built on top of the ad. A campaign for Vaseline based on the format let users vote on their favorite features of the lotion, answer questions about their skin and receive coupons and more information about the product. [demo]
Ad Networks Get Interactive, Too
Mobile ad networks are also enhancing services with interactive features. AdMob, for instance, introduced an interactive video ad unit for the iPhone last year.
Part of the company’s portfolio of new iPhone ad units - a group that includes multi-panel banner, scrolling canvas, and search - the interactive video ad unit’s in-player actions enable consumers to browse websites and view additional videos while the video is playing. An interstitial, it automatically plays as an application loads.
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