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BizReport : Blogs & Content archives : April 06, 2012

New offerings could help video ROI just in time for May sweeps

May sweeps are right around the corner, and will likely be impacted by the streaming of online video programming. According to comScore 48% more video ads were viewed online in February 2012 compared to February 2011. And just in time for the big sweeps reporting period, a look at trends in the video space.

by Kristina Knight

First, from Mixpo, a look at the February sweeps period. Their research shows video campaigns using dayparting had 7% higher CTRs than non-dayparted campaigns. Their report also notes that expandable video showed 28% higher CTRs and that including social sharing options increased clicks/views by at least 7%.

"Online video is a logical and easy to execute extension of any tune-in marketing initiative," said Anupam Gupta, President and CEO, Mixpo. "With May Sweeps just around the corner, we encourage broadcasters, networks, programmers, and syndicators to leverage industry best practices for tune-in campaigns -- the ones they have established through their innovative and expert execution to date!"

Meanwhile, a new offering from SpotXchange is set up to allow viewers to skip ads - for a price. Here's how the SkipIt offering works: a viewer clicks to watch content on a publisher's site. They then choose to either watch the ad, to 'pay' to skip it or to use any free skips they've earned. The publisher is paid a skip fee, based on a negotiated rate from SpotXchange, and the advertiser is credited by the publisher for skipped impressions.

"When 10 - 40% of online video ads are abandoned, some consumers are sending a clear signal to the market. The online video advertising industry is shifting beyond the TV model of forcing users to watch video ads. We're introducing SkipIt to provide a viable solution for consumers demanding choice and a better online experience," said Michael Shehan, CEO of SpotXchange. "The industry has long needed a solution that places control in the hands of the consumers while delivering value to both online video publishers and advertisers. SkipIt is the service that truly levels the playing field for everyone involved."

Finally, Buddy Media is expanding their YouTube integration, giving brands access to social applications to improve the video experience. The integration includes branded video players, link images, voting, polling and quizzing options for viewers and galleries which can include product information and images.

"It's crucial that brands deliver the right content to the right person at the right time, and Buddy Media is the only company that can help brands across the web and now on YouTube," said Michael Lazerow, founder and CEO of Buddy Media. "With our best in class social applications now integrated with the world's largest video platform, brands can drive more engagement and ROI from their social marketing programs."

Tags: Buddy Media, Mixpo, online video, SkipIt, SpotXchange, video ads, video content, video trends

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