Video Ad Networks
February 20, 2008 – 9:13 pmVideo is all the hype of late, especially when it comes to online advertising. As advertisers we are always looking to target new verticals and distribution channels. Video Ads are appealing for a number of different reasons, but do they add value? Specifically, do they ad value for direct response acquisition based advertisers?
There are organizations out there such as YouTube, Videoegg and scanscout which offer significant reach and massive distribution. The reach is of course appealing, but how do these channels convert?
If conversions are being measured through CTR’s, then they likely will convert well compared to typical banner traffic. There are multiple instances of how video advertising can be harnessed including pre-roll, in-video text overlays and post-roll to name a few. CTR’s will of course differ for each method.
For branded advertisers video advertising will be very appealing, particularly so for advertising agencies. This is a newer method of distribution, which has “buzz.” But let’s get back to the question about DR advertisers and the question of value. At this time, there is little to no value.
Being that this is a newer model and as most models are not initially built to be compatible with the needs of DR advertisers, it needs work. Stay tuned to the video advertising vertical, as there will be plenty of announcements like Videoegg’s today about new ways to target and acquire “conversions”.
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