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BizReport : Advertising : June 22, 2011

Report finds ad unit boosts engagement at least three times

With billions of video views each month, the video space is hotter than ever. One video advertising platform, BannerLink, uses rich media to create ecommerce focused ads for auto dealers, real estate brands and retailers. Hundreds of clips are placed in a single unit and targeted based on viewer information; they've been shown to be between three and eight times more engaging than traditional rich media ad units.

by Kristina Knight

I recently chatted with BannerLink's CEO, Todd K. Holmes about the platform and how brands can make a bigger impact through video.

Kristina: What keeps consumers coming back to the online video space?

Todd: Absorbing information through video is an easier, more-passive process for consumers given all of the information they're bombarded with all day. And, if a picture's worth a thousand words, then a video's worth...? A picture leaves a lot to the imagination, which can be a good thing or bad thing. A video obviously lends itself to way more info and message control which is good for the advertiser and presumably the consumer.

Kristina: How can brands take advantage of the increase in video viewing online?

Todd: Here are a few ways to maximize online viewership. One option is video syndication services, which are fairly inexpensive. [There are] a myriad of video destination sites for your video that can be turned up with services like TubeMogul and other video syndicators. Even if the syndication sites are not the best contextual destinations for your video, they will all help contribute to your VSEO success. Wherever you may be playing videos, you have to be thinking about iOS-enabled video-playing capabilities (with html5 components) that will immediately extend your video reach across tens-of-millions more devices (iPads and iPhones).

Kristina: What trends are you seeing in video?

Todd: In short, video merchandising. The key here is automated "real-time video". It means that if any piece of product information changes, like price, features, etc., the product video is automatically changed. That's because this type of video is rendered "on the fly" when a consumer clicks on it in less than a second. The click is essentially calling a set of video assets and data to be quickly assembled and presented based on current product info in the database. We believe this type of video rendering will become very big, making "video merchandising" a major next wave in online video.

Kristina: For video ads, the prevailing thinking has been to use :15-:30 pre-roll spots to sponsor/monetize - is this still a good option?

Todd: In our experience, consumers are impatient for the content they've elected to view, whether you want to rationalize that they should expect to view sponsor content or not. Sometimes making a pre-roll an intriguing teaser for a post-roll follow-up is one way to get consumers engaged without delaying them too much. For our products, people may be viewing multiple videos with the same pre-roll, and we use a process to ensure they see the pre-roll only on the first video they view...or that they view a different pre-roll on a subsequent video view.

Tags: advertising, BannerLink, video ad units, video advertising, video content

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