social media, social networking, video ads
Video advertising is about to hit new heights. Early stats show that video advertising can generate more “plays” when compared to the traditional “clicks”. In a recent study, DoubleClick analyzed more than 130 advertisers over a four month period in 2006, “…the purpose of the study was to identify major trends in the performance metrics of video ad campaigns according to campaign features such as vertical industry sector, ad format, ad size and ad length. Some highlights from this analysis include the following 4 facts about video ads:
- A healthy portion of exposed audiences interact with video ads. On average, 8% of video ads generate a user interaction.
- Users click video “Play” button more than they click on image ads. Video ads generate about three times the replay rate as image ads generate clicks through to advertisers’ sites.
- On average, video ads play two thirds of the way through. Play-through rates do not vary greatly by expandable or standard video ad formats.
- Video click rates are far higher than image format ads. Users click on video ads about five times as often as they do on image ads.
These findings are worth consideration especially as internet service providers boost development of high speed access and social media applications. In an article from DUBLIN, Ireland, Jun 19, 2008 (BUSINESS WIRE), “…Companies such as Intel, Comcast, Google, Time Warner Cable and Bright House Networks will take control of Sprints existing XOHM service, with plans to roll out WiMAX networks throughout the United States and offer mobile broadband services.”
Related to the latest trends, PRNewswire reported, “AT&T Inc. (NYSE: T) announced the launch of two new mobile applications — JuiceCaster 6.0 and Buzzwire — that keep you connected to your online world. JuiceCaster 6.0 enables you to use your AT&T wireless device to instantly share and post your mobile videos and photos with your favorite online communities — including exclusive mobile video postings to YouTube and Flickr. With Buzzwire, you can access and customize an extensive streaming media library that spans popular video and audio content, as well as live Internet radio, directly from AT&T phones.”
The article goes on to say, “JuiceCaster 6.0 This unique application from Juice Wireless lets you share videos and pictures from your wireless device to the Web’s most popular social-networking sites like Facebook and Twitter. AT&T customers also have exclusive access to post directly to YouTube and Flickr as well. Family and friends can instantly view, rate and comment on content directly from their own phones or directly from an online social-networking site.”
As the internet accelerates into the realm of high speed connections, video will play a greater role in keeping people connected. Social media and networking will be the driving force that video advertisers will use to promote their products and services.
1 response so far ↓
1 Craig Lutz-Priefert // Jun 25, 2008 at 12:48 pm
Gary,
Excellent points you make. I also think video ads on the phones are only started to be exploited, as is all of mobile marketing, really.
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