“As advertisers increasingly look to expand campaigns across digital platforms and consider video ads as a tool to do that, they must consider interactivity as a feature in their video ads," said Rob Gatto, CEO of PointRoll.
New York, NY (PRWEB) January 19, 2012
PointRoll, a Gannett Company and the leading provider of digital marketing technology, today announced the findings of its recent Video Benchmark Study and revealed a robust new set of in-stream video formats. The study conducted concluded that 78% of viewers completed 100% of interactive in-stream ads, compared to 69% who completed 100% in-stream ads without interactive elements. Additionally, interaction rates, where users specifically took an action within the ad, for in-stream video ads were more than three times higher than that of in-banner video ads.
PointRoll’s Video Benchmark Study, which compared campaign results from April–December 2011, also revealed some interesting nuances across vertical ad categories. Among those that were top performing across interactive in-stream ads were automotive, entertainment and non-profit organizations. Consumer electronics manufacturers, consumer goods manufacturers and telecommunications companies were among the top three vertical categories for in-stream video ads that did not include interactivity.
“The latest findings of our Video Benchmark Study further underscore some of the online video trends that we’ve been seeing,” said Rob Gatto, CEO of PointRoll. “As advertisers increasingly look to expand campaigns across digital platforms and consider video ads as a tool to do that, they must consider interactivity as a feature in their video ads. Our latest research supports how valuable these ads can be in helping advertisers to achieve ROI on their video campaigns”
Additionally, in response to the growing demand PointRoll has seen for more interactive elements in video ads, the company has introduced new video formats from basic in-stream to bold interactive and dynamic formats including an interactive in-stream ad unit which incorporates local product offers into an overlay that coincides with the pre-roll ad.
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