Quick Hits: Most Video Ad Clicks Happen in Evenings, Groupon Gives Discounts for Brick-and-Mortar Purchases, More

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ADOTAS – According to a new study conducted by ad platform TubeMogul (and reported earlier today by MediaPost), people are more likely to click on online video ads during the evening than any other time of day. Looking at 23 million impressions from preroll ads, the study found 26 percent of all video ad clicks happened between 5 and 9 p.m. Ad completion rates, though, stay about the same during that time frame as they do throughout the rest of the day, and the length of the ad itself doesn’t make a substantial difference either. What about that part of the day, we wonder, draws our minds, as a society, to the possibility of buying things?

On Dec. 10, Amazon gave shoppers discounts if they used the Amazon price-comparison app in a brick-and-mortar store. This week, Groupon took the inverse tack — they’re offering $10 in Groupon Bucks to Groupon users who buy any of the site’s daily deals in a physical store. The Wall Street Journal quotes Groupon senior vice president of global marketing Rich Williams as saying, “We think it’s unfortunate that there’s this meme that people believe they have to make a difficult choice between supporting local businesses and great price.” … Zing?

Speaking of “zings,” we came across a couple across the web today, in which commentators took advertisers to task for creating online ads that, they say, relay the wrong message or the wrong part of the message about a company. At MediaPost, Larry Dobrow gives it to GE for a recent promotional video in which, he says, a feel-good take on the culture of the company comes through more clearly than most information about what the company makes. (For example, Dobrow refers to a bit in which an “enormous Jenbacher gas engine generates no excitement, focusing on environmentally sensitive tomato wrangling rather than on rockets and turbowheelies and all the cool stuff it can surely fuel.”) Meanwhile, at ZDNet, “SEO Whistleblower” Stephen Chapman lays down a warning about online reputation management, relating it to an ad he’d seen frequently on Facebook that featured a confounding bit of text next to a preposterous image. He uses, admittedly, an extreme, hyperbolic case, but the underlying issue seems to be about how placement is still nothing without useful content. But what do you think about the cases Dobrow and Chapman call out?

• Google Chrome has become the most widely used version of a browser, according to StatCounter. It was a close shave; Chrome 15 came in at 24 percent, with Explorer 8 at 22.9 percent. Firefox 8 weighed in at 14 percent. Taken with all versions lumped together, Explorer still comes out on top, though, at 39.5 percent to Chrome’s 26.5 percent.

Pretarget has come out with a new infographic. It’s called “Trading Desks Are the Stock Market of Digital Advertising.” Check it out:

 

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