Viewers Want Choice, Control and Relevance from Online Video Advertising, According to Study by Vibrant Media

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Findings to be Presented at OMMA Video Conference.

Vibrant Media, the global leader in premium contextual advertising

Vibrant Media

“Top brands benefit by putting the consumer first and this is driving the success of our new user-initiated solutions, such as Vibrant Lightbox Video,” says Cella Irvine, CEO of Vibrant Media.

Vibrant Media, the global leader in premium contextual advertising, has released key research findings that determine what viewers want in their video advertising: choice, control and relevance. The recently completed comprehensive study is being presented today at Internet Week’s OMMA Video Conference in New York. The presentation entitled “Online Video: The Tipping Point is Here – Are You Ready?” will discuss the importance of the user experience, and Vibrant’s new, innovative video ad solution – Vibrant Lightbox Video – which brings sight, sound and motion together to deliver contextually targeted ads with the consumer experience and user-initiation front and center.

“We’ve seen that the most powerful and relevant online video advertising respects the wants and needs of consumers. This study confirms that users are demanding choice, control and relevance if they are going to engage with ads,” says Cella Irvine, CEO of Vibrant Media. “Top brands benefit by putting the consumer first and this is driving the success of our new user-initiated solutions, such as Vibrant Lightbox Video.”

The research study conducted by Dynamic Logic enlisted a group of 500 women to interact with video campaigns for two top consumer product brands using Vibrant Lightbox Video. Survey results demonstrated what viewers want from their online video advertising experience:

  •     81% preferred advertising they can initiate (choice)
  •     72% appreciate being able to start/stop a video by clicking (control)
  •     69% report being more likely to pay attention to ads relevant to what they are reading (relevance)

The study also found:

  •     70% said that the Lightbox video ad environment made it clear who the sponsor was
  •     64% of users rated the viewing experience excellent or very good

The presenters at OMMA Video include Anna Kassoway, SVP, Marketing and Creative of Vibrant Media and David Kietz, Vice President, Publisher Group of Dynamic Logic. The presentation takes place on Thursday, May 17th at 1:00pm at the Westin in Times Square, and will also be streamed live at http://www.mediapost.com/ommavideo. The stream will also be archived and available to view post-conference at http://www.mediapost.com/ommavideo/agenda.

About Vibrant Media
Vibrant Media (http://www.vibrantmedia.com) is a world leader in contextual technology aligning billions of words across the Internet with relevant video, information, tools, and advertising. With over 6,500 premium publishers, reaching more than 250 million unique users per month (comScore, 2012), Vibrant gives top brand marketers the opportunity to deliver highly targeted advertisements within premium Web content and offers publishers premium editorial tools to re-circulate users throughout their websites. Vibrant works with top brand advertisers such as Microsoft, Unilever, Chrysler and AT&T. The company was founded in 2000 and has offices in London, New York, Boston, Detroit, Chicago, San Francisco, Los Angeles, Paris, Hamburg, Munich and Dusseldorf.

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