New Video Ad Formats
In the Industry Standard blog, Melissa Chang speculates on ad formats that are being used now and posts a few that may work in the future. We read it with interest over here at YuMe, because at least the first two ideas; video lead-generation and interactive pre-rolls are ideas that we’ve already seen and that fit well with video.
We’ve been saying at YuMe for some time now that video advertising systems should allow advertisers and ad agencies the same tools, analytics and general optimization and SEO/SEM-equivalent capabilities that the current search and display networks provide. As the power of the Internet is used to help provide direct-response-type metrics in video, lead generation is an obvious choice. We’ve already had ad agencies and advertisers ask us to allow the viewer to enter their email address and other data that will allow YuMe’s system to make the ad more relevant to the user.
On the second item about making the pre-roll interactive, most if not all of our pre-rolls are interactive at least from a clickability standpoint. Some publishers chafe because clicking on a pre-roll often forces the user to navigate away from the video that they were supposed to see, but we’ve not seen any drop-off in video views. And, we at YuMe can do things like remember that the user attempted to interact, wait until the video was viewed and return to the interaction, if it’s something that forces the user to navigate away from the video.
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