Digitas: Ads Perform Better When Viewers Are Given a Choice
George Hammer has hit on the recipe for online video ad effectiveness: It’s all about empowering preroll-weary viewers.
“We at Publicis looked at about 50 different types of online video formats and 100 different executions,” said the vice president and media group director of Publicis’s Digitas agency.
“What we found was, when we give consumers choice of which video they want to see or how they engage with the video, it performs the best -- two times better than preroll in certain stats.
“People want choice on how to choose their own adventure. Midroll has the best completion rates -- you’re more likely to keep watching.”
Hammer was speaking to interviewer Ashley J. Swartz of Furious Minds in this taped interview during Beet.TV’s Video Ad Effectiveness Summit. Watch the video for more insights.
Used courtesty of Beet.TV.
While brands see that online video marketing plays an important role and budgets are increasing, they struggle to justify the costs.