ADOTAS — Break Media, an online entertainment community for men, and Panache, a video advertising delivery-platform leader, announced key findings from joint research which tested the effectiveness of four popular in-stream video advertising standard formats established by the IAB in May of 2008.
Leading brands, including Honda and T-Mobile participated in the study by running campaigns run-of-site on Break.com over and 11 week period. Each campaign used the four IAB standardized ad units: linear non-interactive (pre-roll), linear interactive (interactive pre-roll), non-linear non-overlay invitation ad (non-overlay ad) and non-linear overlay (overlay ad). The ads ran against short-form professional, semi-professional and user-generated content on Break.com with Panache providing the ad delivery and back-end reporting technology to test user interaction and engagement levels with each ad format.
“The standardization of video ad formats by the IAB was a critical first step in streamlining media buying, planning and creative processes across the digital video medium,” said Keith Richman, CEO of Break Media. “Our research was a result of our desire to provide data about the effectiveness of those new standards to our clients and partners, and to lay a foundation for future research initiatives to build and expand upon.”
“For the in-stream advertising market to evolve, the efficacy of ad formats—whether IAB-standard or new emerging formats—needs to be understood in order for our industry to scale,” said Steve Robinson, CEO of Panache. “This research begins to fill the knowledge gap between the formation of standards and the prophetic future of an efficient and scalable online advertising industry.”
“This study offers a window into the measurable effectiveness of new video ad formats, and it moves forward the broader discussion of online brand-building and advertising,” said Daniel Taylor, senior analyst at Yankee Group. “As the industry develops new ways to engage online audiences, it’s important to benchmark the progress we make. By making this study public, Break and Panache have advanced the entire industry.”