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BizReport : Advertising : June 18, 2010

Facebook's top performing video ads reward gamers

After analyzing a variety of major video advertising campaigns from top brands, video ad network Tubemogul found some of the most engaged online viewers to be from a source not primarily associated with video content - Facebook.

by Helen Leggatt

After comparing video ad campaigns placed in Facebook's sponsored search area with click-to-play ad units on other sites, Tubemogul found Facebook came out ahead in terms of viewer engagement.

Video ad viewers on Facebook are likely to spend longer watching than on other sites - 1 minute and 45 seconds compared to 1 minute 44 seconds on Twitter, 1 minute 32 seconds on Google and 1 minute 28 seconds on Yahoo. Bing came in with just 1 minute 16 seconds of viewers' attention.

Tubemogul's research also looked at which form of Facebook video ad attracted the most traffic and best completion times. Out of in-app display ads, branded Fan page embeds/uploads, auto-play interstitials, virtual currency placements and sponsored video units it was the virtual currency ads that attracted the most traffic.

People also spent the most time watching video ads that earned them virtual currency, at 54.7 seconds. They spent the least on auto-play interstitials, at 11.2 seconds. By offering virtual currency as a reward, many Facebook advertisers experienced click-through rates 5 times that of in-banner ads and sharing 50% more than in-banner ads.

Other findings from Tubemogul's research, released at the OMMA Video Conference earlier this week, include:

- Facebook ad units have 5.40% to 9.43% higher completion rates than identical videos run in display units on other publisher sites.

- Three-quarters of Facebook ad units sampled (including Facebook's official sponsored video spot) had a lower cost per view than comparable off-site display ads.

Tags: Facebook, online advertising, research, video advertising, video campaign, video viewing

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