Tuesday, November 07, 2006
Streaming Ads Struggle for Respect
Some publishers are shying away from pre-roll video ads out of fear of user disapproval, but folks like Comedy Central seem to be doing fine with them. Other folks have suggested that graphic ads that must be launched by the user (ala YouTube) is the way to go. But even more effective in getting attention are the clever Apple ads that play silently -- it's impossible not to watch at least a portion of the ad. In this video-saturated world, advertisers need motion to drive an ocean of traffic.
DoubleClick has customized its DART Motif ad platform to better track the performance of video ads, which should help convince advertisers that have been reluctant to move from banners that these ads can be worth their additional cost. Motif for In-Stream measures pauses, midpoints reached, as well as how many times the ads were watched in full screen mode.
Advertisers should also incorporate interactive components within the stream that are linked to special offers or more information about what is appearing in the window. Interactive TV hasn't really made this work, but delivering ads to PCs provides a better interface.
Found via Adotas.
Posted By Jason Dowdell at 01:39 PM
Permanent Link: Streaming Ads Struggle for Respect
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