Monday, November 19, 2007

Ticker Ads Seen as Pre-roll Alternative

AOL has teamed up with ad firm PointRoll to create interactive "ticker ads that play at the bottom of the video stream.

Pre-rolls are becoming more popular with advertisers but continue despite consumer resistance. While some are predicting pre-rolls will die, I think it is just an adjustment period as video companies learn the right mix of length of ad and consumer get used to them.

Ticker ads, as well as overlays, make sense because they don't interfere with the content, which may not require all of the viewers attention. They must be more compelling than banner ads to warrant higher CPMs, but they can't overwhelm the video content. If they are relevant to the content or the individual, then ticker ads might become an important component of the ad mix.

Via MediaPost

By John Gartner at 10:06 AM | Comments (0)

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