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Sarah Novotny is the Sr. Editor in Charge of Adotas. Sarah grew up in San Jose, California. Her educational and professional career have taken her to both Los Angeles and New York City where she received a B.F.A. from NYU. As a writer, Sarah has free-lanced for various publications focusing primarily on traditional advertising and media reviews. When not writing and editing for Adotas, Sarah is continuing her acting career in various theatrical and film/television productions.

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EyeWonder Inc. Research Moves The Industry Forward

Written on
June 28th 2007
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movingforward23.jpgToday, EyeWonder, Inc. announced that it will lead a research syndicate of online advertisers, publishers and agencies through the EyeWonder In-Stream 2.0 research initiative. Working in close partnership with the syndicate, it will deploy, test, track and analyze consumer behavior and attitudes tied to new digital video and video-based rich media ad platforms and formats. InsightExpress will serve as the project’s research partner.

In-Stream 2.0 is focusing in on innovations designed to diversify existing inventory offerings among publishers while making its purchase accessible for media buyers and catalyzing next-generation rich media and interactive video ad creative designed specifically for environments that currently run pre-, mid- and post- roll video advertising.

There are a number of key players joining the consortium team, with no surprise to EyeWonder CEO John Vincent. “For years, we’ve helped agencies and advertisers move toward limitless online creative potential, and many of these top shops will help us conduct this research on behalf of their biggest clients and begin to aggressively design more effective creative for in-stream ads. Simultaneously, our record of rich media and digital video solution innovation with a number of the largest online publishers and key technology partners gives them the confidence to join us on what will be a ground-breaking study.”

The company firmly stands behind the research project, he said adding, “Through In-Stream 2.0, we will engage in what we do best: leverage our experience and technology to drive further innovation for richer industry results.”

In-Stream 2.0 currently counts NBC Universal, OMD Digital and Akamai Technologies among its initial set of more than 30 partners.

This consortium will examine how new pre-, mid- and post-roll advertising solutions meet with user behavior to ultimately to facilitate interactivity in previously static environments.
It will gauge the optimal ratio between maximum impact and minimal interruption time to users engaging with such ad technologies.

Through In-Stream 2.0, EyeWonder and its In-Stream 2.0 partners will rigorously gauge multidimensional variables tied to In-Stream 2.0 advertising technology solution sets, including:

•User attitudes, perceptions and reactions to new video ad platforms and formats that include branded placements, sponsorship, interactivity and companion ads
•Optimal ad and/or video duration
•Ad and/or video creative tied to engagement and interactivity
•In-stream sequencing (pre- vs. mid- and post-roll)
•Ad placement relative to contextual relevance
•User preferences tied to user experience
•Key brand performance metrics (i.e. brand awareness, message association, purchase intent)

EyeWonder’s In-Stream 2.0 research initiative will help define the optimal in-stream advertising experience for all key stakeholders — users, publishers, interactive media buyers, interactive creative agencies and advertisers by:

Empowering publishers to monetize video content without negatively affecting user experience and afford them a straightforward, efficient implementation and buying process with minimum strain on technical resources

•Furnishing interactive agencies with a creative palette that allows for rich and engaging interactive advertising executions while establishing and maintaining a creative baseline for further innovation

•Offering media buyers uniform trafficking, buying, and reporting to create efficiencies for execution and value analysis

This test could prove to be the first step in what may be an entirely new level for the rich media contingent of the online advertising world.



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