Video kills the display ad…metrics
ADOTAS — Bambi Francisco, co-founder and CEO of Vator.tv said, “Video will kill the display ad,” after a recent meeting with us. We agree with Bambi 100 percent, if you add the word metricsat the end.
Display ads have needed an overhaul for the longest time. Uninformative, overly flashing, cheesy as in “lose 30 points in one week” type ads have led to banner ad blindness. With the advent of video display ads, the time has come to reinvent the experience as well as the metrics.
Lots and lots of smart interactive advertising folks are now starting to say that there is increasing evidence that the most easily measured metric on the Web, the click, is not the right metric to use for many advertisers. Video display ads are the accelerant for increasing scrutiny on the current display ad metrics because there is so much more that can be measured and therefore are driving the debate to define effectiveness in a more meaningful way.
I liken regular display ads (from a viewer’s perspective) to opening a door knowing that once you do you’re forced to walk through it. No pre-knowledge where you’ll end up. Just an inkling. There’s no choice. There’s only one path. You’re either in or out. It’s just a click.
With video display ads, viewers have lots more options. They choose to click on it, just like regular display ads, but with the knowledge they won’t be forced away from the page they’re on. In some cases, advertisers can set the display ad to play the VideoAd without audio so the viewer has more control and can take action when they want to.
To use the earlier metaphor, Video display ads are akin to standing in front of a door, this time made of glass. Once a viewer opens the door, they walk right into the room full of options: other rooms, more doors, and windows that let’s them explore. If they choose to, they can turn around and easily walk out of the door they came in through.
The viewer is always in control: 1) they know more about what’s on the other side of that click to play 2) they’re confident they won’t be jettisoned off to another place until they’re ready to do so, 3) they get to choose how to interact and how much information to take in and 4) they get to choose if and when they are ready to move to the next step with the advertiser whether to click to the web site or fill out a lead form
The better experience (and choice) afforded by VideoAds translates to better results. Gian Fulgoni, chairman of comScore in a Beet.TV interview, said it best, “With people exposed to online video ads, we are seeing lifts of up to 40 percent or even higher in terms of incremental buying.” Click to view Beet.TV video
What’s it all mean? It means that video is giving advertisers a new way to market and with it comes the need to re-think what are the right metrics and time horizon for measurement. VideoAds do have the capability to drive direct response but their effectiveness is more than just a click. Video offers a way to engage prospects regardless of where they are in the purchase path – browsing, shopping, searching or ready to buy – and move them further down the funnel.
Display ads aren’t dead – they’re just coming to life in a bigger and better way.
Glenn Pingul is chief marketing officer of Mixpo, an online video advertising technology company. The company’s comprehensive VideoAd platform enables any advertiser, from small to large to run actionable online video advertising and promote its business at the local level. Mixpo’s VideoAd platform is available through partnerships with local media publishers including Comcast Spotlight, NBC Local Media, and Tribune. Mixpo enables publishers to seamlessly integrate VideoAds into their online solutions for local advertising, demonstrate effectiveness to advertisers and increase revenue. Mixpo also enables national agencies and advertisers to dynamically create and target VideoAds to drive more cost effective local marketing and promotions.
Reader Comments.
Video and Display will continue to co-exist and reinforce each other. I invite you to read “The State of Digital Display” at http://www.primaryimpact.com/stateofdisplay.html, which compiled data from Nielsen, comScore, Atlas, DoubleClick / Google.
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