AdoTube: In-Video Advertising: Why In-Video Rich Media Ads Will Be the Next Big Thing for Online Advertising - Steven Jones - MediaBizBloggers

Welcome AdoTube our newest MediaBizBloggerFor a few years now PreRoll has reigned king in the online video space but there has been a recent burst of creativity and interest in rich media in the video stream On AdoTube39s network alone interactive ads have grown to account for 48 of all ads served in the last quarter While the standard preroll is an important branding tool based on research we have been conducting we are seeing that invideo interactive advertising formats are extremely effective at capturing a highly engaged viewer39s attention and click Our research is based on a sample of AdoTube39s network including over 5000 publishers and 19 Billion impressions and while it is not a perfect sample we do believe that this can be used as a good indicator of overall trendsViewers Like Ads if They Are EngagingInteractivity has been mostly missing from the invideo experience and thus the opportunity to capture an audience focused on the video stream has been missed One of our many findings was that overall engagement rates for interactive invideo advertisements over the past two years average out to around 216 That means about 1 in 5 viewers actively engage with these ads This is about the same level of engagement as Mobile Rich Media Advertisements and far higher than a generic rich media expandable ads which have a 67 engagement rate on average according to Mashable Watching web video can be very different from traditional TV Web video watchers are generally much more engaged and thus if an ad is an experience that can be interacted with the ad is going to be more measurably effectiveViewers Don39t Dislike PreRolls They Dislike Not Having a ChoiceViewers don39t dislike PreRolls they just dislike the fact that they have no choice in the matter This is why the Ad Selector model that Hulu publicly adopted has proven so effective and why it is already a standard format One of our innovations that puts choice back into the users hands is the Polite PreRollamp174 a retractable skippable preroll which we39ve been running for over a year nowOne of the selling points with Standard PreRolls is that they force a message upon viewers but based on our studies when given a choice to close out of the Polite PreRollamp174 nearly the same amount of viewers will watch it all the way through In fact on average over the last year since our retractable Polite PreRollamp174 was created only about 5 more viewers watched a Standard PreRoll all the way through versus the Polite PreRollamp174 Additionally in strict AB Testing we found that the Polite PreRollamp174 actually receives a slightly higher ViewThru Rate than its counterpart This is on top of a 36 lower dropoff rate which is good for publishers So as much as consumers hate ads if given a choice to optout many don39t GoogleYouTube with all its data understands the power of this choice which is why it recently began offering its own version of a skippable preroll unitDiversified Formats Leads to Higher ClickThroughsDiversity is extremely important for both advertisers and consumers in the video stream which is why invideo rich media ads are so important The PreRoll is not going away One unit will not win out over all others and that39s the wonderful part about web video The user the advertiser and the publisher are not stuck with only one type of ad unit In practice when we started our major push to diversify beyond PreRoll units ClickThrough Rates shot up tremendously increasing 237 over 2009 to nearly 2 on average While ClickThrough Rates are not the ultimate measurement of an advertisements success it can be a good indicator that the advertisement is working and driving leadsSteven Jones is Chief Strategy and Operations Officer of AdoTube wwwAdoTubecom a complete instreaminvideo solution that enables each part of the industry agencies advertisers and publishers to have easy and efficient access to instream ads Read all Steven39s MediaBizBloggers commentaries at AdoTube InVideo AdvertisingCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBlogger

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AdoTube: In-Video Advertising: Why In-Video Rich Media Ads Will Be the Next Big Thing for Online Advertising - Steven Jones - MediaBizBloggers

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