Redwood City, Calif. (PRWEB) June 28, 2012
Jivox today announced the industry’s most comprehensive study on the ROI of interactive video ads. As a result of the findings and growing interest by brands in additional viewer engagement metrics, Jivox also added the “Brand Engagement Lift” metric to its real-time interactive video engagement analytics offering, BrandGage.
Brand Engagement Lift measures the increase in engagement time beyond the length of a video ad; by doing so advertisers gain insight into interactions and user intent. For example, when a viewer is exposed to a 30-second pre-roll ad, they may choose to interact with the ad for an additional 10 seconds, leading to a total of 40 seconds of exposure and engagement with the brand, or 33 percent brand engagement lift. Higher engagement levels translate into significant ROI.
A recent comScore study found that out of 12 big brands advertising online, 31 percent of the 1.7 billion impressions sampled were delivered but never viewed. The lack of actual views is a key reason for the industry’s ongoing dissatisfaction with click-through rates (CTR) and why there is a need to transition to brand engagement oriented metrics. Video advertising is specifically suited for analysis by non-click oriented metrics, as the amount of time that a viewer spends with a brand is a critical measure that is not captured by click data.
“It is increasingly valuable to measure beyond the click and understand how viewers are engaging and the likelihood of purchase intent,” said Diaz Nesamoney, CEO of Jivox. “The results from our survey on Brand Engagement Lift illustrate the need for advertisers to maximize the number of quality interactions, such as social sharing, to increase ROI.”
To demonstrate the power of the Brand Engagement Lift metric, Jivox analyzed 259 interactive pre-roll video ad campaigns delivered on its platform over the last year. Findings revealed:
- Average Interaction Rate was 7 percent, which is 480 percent higher than the industry average of 1.2 percent CTR for basic non-interactive pre-rolls
- Average Brand Engagement Lift was 49 percent
- Within industries Brand Engagement Lift was highest in entertainment ads, which averaged 60 percent
- Within entertainment custom interactions, such as secondary videos, online quizzes, dealer locators, accounted for 71 percent of interactions
For additional details and results on the study see:
Jivox was recently recognized as a winner of the Interactive Advertising Bureau (IAB) Mobile Rising Stars Awards for its innovation in cross-platform interactive video ads.
Jivox is the leading multi-screen interactive video advertising technology company. The Jivox platform enables brand advertisers, digital agencies and publishers to deliver highly engaging video ads powered by interactive and social sharing features. Using Jivox creative tools, interactive video ads can be easily authored and served in-stream, in-banner and on mobile devices and tablets. Jivox technology eliminates typical challenges associated with delivering video ads across multiple screens and connected devices, such as HTML5/Flash, operating systems, browsers, video encoding, form factor etc. Jivox also provides sophisticated campaign performance tracking, brand awareness and purchase intent analytics for advertisers via BrandGage -- its proprietary real-time analytics platform. The Jivox platform is used by several hundred media companies and agencies including Viacom, Videology, Bloomberg, Weather Underground, Fox News, Sun Times Media, Interactive One, Starcom, OMD, FUOR Digital, GroupM and Lee Enterprises. For examples of Jivox ads see: http://www.jivox.com/demoads.