Metrics find video ad formats performing well

For the fifth straight month, video advertising formats are performing near the top of the advertising list. According to new numbers from Unicast the first quarter of 2011 found in-stream video the top ad format with high interaction rates and viewing time.

by Kristina Knight

Unicast's Q1 2011 Benchmark Report finds:

Unicast exandables were second highest in interaction

In-stream branded canvas ads led interaction rates

Average viewing times were between :37 and :59 seconds for categories including Internet/Services, Consumer Electronics and CPG/Food

"Unicast's benchmark analysis program allows us to evaluate and better provide insights on multiple ad formats and creative executions to key publishers, agencies and advertisers," said James Dillon, General Manager for Unicast. "It's no surprise to us that video-related formats continue to perform so well. The In-Stream format, specifically, is a staple of our business and a format we leverage on behalf of clients globally."

The retail category may be the place advertisers most feel the video effect. According to Unicast, retail has one of the highest interaction rates. Combined with comScore's report of a near-record ecommerce quarter ($38 billion spent online), it is possible that online brands are beginning to feel the impact of video advertising and video content in a new way.

Meanwhile, data from Nielsen finds that tablets and TV viewing go hand-in-hand. Their data finds that consumers are now watching online streams or time-shifted video via tablets; tablet consumers are spending about one-third of their tablet time with television/video, finds Nielsen.

Many video viewers are engaging with ads through video hubs like Hulu, which accounts for nearly 30% of all video ad impressions. According to comScore, Hulu generated more than 1 billion video ad impressions in April, followed by Tremor (603 million impressions) and Adap.TV (600 million impressions).

Tags: comScore, Nielson Company, online advertising, Unicast, video ads, video advertising, video content

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Casey Woolley

It's true, video marketing is the way of the future. Before it was just enough to be online, but now that online presence needs to be more engaging.
We encourage this at Frog Spots. Whether its better branding or product walk through, or direct response, long form or short form, people respond well to video adverting and it's where a business needs to start focusing on the web if they want to stay relevant.
- CW

www.frogspots.com

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