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BizReport : Advertising archives : August 13, 2010

Major online video properties show viewers respect

Some of the Internet's largest players are reported to be set to implement a new ad format that gives online video viewers a choice of which ad they would prefer to watch.

by Helen Leggatt

Respect - that's what Beth Uyenco Shatto, Microsoft's global research director, says it at the core of the ASq ad format being adopted by many video platforms.

ASq, developed by VivaKi, is an ad format that allows video viewers to pick which of three ads they would prefer to watch. Trials of the ASq format showed users are twice as likely to click on ads when given the option to choose.

Businessweek recently reported that major video properties including Microsoft sites, Hulu sites, Yahoo sites and others now plan to use ASq to deliver respect to video viewers, although there is no indication that Google's YouTube is planning to adopt the format.

The global video advertising market is currently worth approximately $3 billion. While text ads on search pages such as Google or Microsoft's Bing remain the dominant form of online advertising, video ads are growing the fastest. According to IDC, global online video ad spending, which was $2.2 billion in 2009, will expand to $11.3 billion in 2014.

Tags: ASq, online advertising, online video, video ad units, video advertising

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