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BizReport : Viral Marketing : May 19, 2011

How video is evolving in online space

Recently PointRoll expanded their video solution to allow advertisers to stream across portals, giving brands access to more than 40 publisher and network sites, including sites such as Tremor Media, Microsoft sites and As consumers continue adopting video, brands will need to be more innovative about their content.

by Kristina Knight

pointroll.gifI had the chance to chat to Cat Spurway-Helper, Senior Vice President of Strategy and Marketing with PointRoll about trends in video. Cat says reach is important for brands at this point, but engaging content is still the key.

"The IAB recently mentioned that advertisers are planning to increase their digital video ad spend by an average of 22% in the next 12 months. In a presentation at the Ad Age Digital conference, PointRoll and Bing highlighted a quadruple increase in their media budget after Bing's first highly successful test of in stream video advertising, served by PointRoll," said Spurway-Helper. "Razorfish, Bing's agency and a co-presenter at the conference, lauded the ability to measure and optimize video creative in an easy and meaningful way through a single platform. They have seen a strong connection between Bing and brand perception of consumers exposed to the ads, resulting in a 12 point increase in key perception metrics and 9 point increase in intent to try Bing among campaign recognizers."

Adding to the video rush is the fact that consumers are completing more video ad views than ever. Rather than stopping a stream, viewers are watching and many times engaging with video ads rather than skipping over the content.

"We're seeing ads where consumers can choose the creative they want to see, giving them more control over the experience," said Spurway-Helper. "We're not limited to the framework of the video player anymore. There is an opportunity to break the physical boundary of the video player to capture the user's attention in a new style of 'takeover' ads like the out of player experience."

Cat suggests that with pre-roll ads becoming commonplace, the next challenge will be for brands to up the creative and relevant aspects of their video campaigns to continue consumer engagement.

"Even small interactive additions like including a send video to a friend component or making video passable to a consumer's social networking page can increase performance, recall and reach," said Spurway-Helper. "I'm excited to watch as brands and their agencies step up their game to do more than just serve in-stream impressions. It's not just about delivering an impression, but making an impression on consumers that drives action."

Tags: Cat Spurway-Helper, online video, PointRoll, video ads, video advertising, video content

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