All Things Video is a beta program launched by Viewpoint to measure the effectiveness of online video ads. The initiative aims at comparing video ads with other conventional advertsing solutions, Tv included. Several big names (Hyundai, Microsoft Office, Pepsi, and 20th Century Fox) will take part to the program, with campaigns using Viewpoint’s transitional, pre-roll, and in-page formats (by Unicast).
New Media Age reports the UK’s largest online media owners (Yahoo!, Tiscali, MSN and Wanadoo) are giving video advertising a major push this summer as they strive to increase their share of advertisers’ marketing budgets.
Web-based video advertising is hot, and will get hotter & hotter in 2004. Today both Adweek.com and iMediaconnection focus their attention on the new format. At Ad:Tech in San Francisco industry experts have discussed the potentials of video advertising and video content in general on the Web. The expectations are high, and several brands are already experiencing positive results. Is video advertising an hype? Is this going to be good bargain? What’s consumers opinion? Let’s wait a couple of month before answering.
Unicast is ready to launch on the market a new version of its video commercial. The new Flash based format will be interactive, allowing for side-by-side interactive elements during and after the video presentation. As explained in the press release, Avenue A, Ogilvy Interactive, and RPA are developing campaigns for advertisers using this latest version of the Video Commercial, the first campaigns are expected to go live in mid-June. Richard Hopple, Unicast Chairman and CEO, commented:“The Video Commercial with companion interactivity extends this tradition by ushering in the first generation of truly ‘interactive’ Television advertising. Never before has a single ad unit been able to unite advertisers’ brand and direct response objectives in so compelling a manner.”
On The New York Times Bob Tedeschi writes about online video ads which apparently aren’t perceived as “annoying” by Internet users. What is also interesting to note is that people usually watch the whole video ad, demonstrating an unusual patience in waiting for the commercial to load. The problem is that a lot of Web publishers aren’t yet prepared (and willing) to host such kind of promotional content. The risk to annoy consumers is still very high and they don’t want to compromise the relationship with users.
Adding online advertising to a TV campaign boosts brand awareness, but the inclusion does little to impact purchasing decisions, according to new findings from Dynamic Logic. As reported on Yahoo! News, the Web is a particularly effective medium for reinforcing a brand’s sponsorship of an event, cause or other entity.
Reebok has started the Whodunit? campaign in Europe. What’s important to notice is that they’re running it exclusively online. As explained on Brand Republic Flash video ads will play a key role in the campaign, with the goal of raising Reebok’s brand awareness and drive response. The banner are currently performing on Yahoo! and Msn networks. Here’s a screenshot of a floating ad I’ve found today on Yahoo! inside the “Sport” section. Read more on the Whodunit? campaign in the US.
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