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BizReport : Advertising archives : November 19, 2009

Report: Mix video with editorial for best results

If you're looking for a bigger return on video advertising, don't forget the editorial content. According to a new report from Eyeblaster, video ads perform better when adjacent to news, finance, music and sports editorial content. The report also suggests that video nearly doubles the ROI of non-video campaigns.

by Kristina Knight

If you needed another reason to jump into the video realm this could be it. Eyeblaster's report finds that video increases the length of time consumers remain on-site (by 20%) and the video in the social space does not perform as well as video in editorial - meaning content-rich - spaces.

"When it comes to online advertising, savvy marketers are using video to work both ends of the consumer funnel to drive results," said Gal Trifon, CEO and Co-founder at Eyeblaster. "Online video advertising provokes engagement and Eyeblaster's data demonstrates that users are more compelled to play with an ad that contains video. A blend of In-Stream, In-Banner and Floating ads allows advertisers to engage their target audience regardless of where they spend their time online."

Interesting findings from the study include:

• In-stream video ads are most likely to be played through to the end
• Consumers are most likely to watch video ads between 9 AM and 5 PM weekdays
• Video length is crucial to viewers engagement

According to the report increasing a video ad by as little as five seconds can increase the probability that a consumer will disengage/tune out a video ad. Researchers found that increasing ad length by five seconds reduces the 'fully played video' rate by nearly 3%.

Tags: editorial content, Eyeblaster, online video, rich media, video advertising, video audience

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