Online video ad ROI council formed

With more and more marketers becoming interested in the benefits of online video, it was only a matter of time before some of those advertisers banded together to research it's effectiveness. Break Media and several other brands have formed the first online video advertising ROI council.

by Kristina Knight

“Marketers are increasingly challenged to demonstrate results from their advertising dollars, and particularly so as it relates to their online spending,” said Keith Richman, CEO, Break Media. “We are excited to take a leadership position in providing a forum where innovative research, critical thinking, and demonstrations of online video advertising effectiveness can be presented, discussed, and assessed.”

Brands like AT&T, Ogilvy One, National Geographic Channel and Visible Measures are among the first council members. Their goal is to measure how video ads are performing with consumers so that advertisers can determine the best way to proceed. According to a recent report from Millward Brown, ad recall is higher after consumers have viewed an online video than when they view a commercial on television.

Brands who are interested in taking part in the ROI council should contact Break Media. Those brands will be given access to Break Media's reports on video consumption habits and how effective different types of online video are.