A well-written article by Joanna Smith today in The Globe and Mail highlights the growing online video ad industry and its need to transition itself from its TV-based cousins.
Some highlights:
- new interactive video combines video, with embedded send to a friend, polling, gaming and interactive options
- interactive video has 23% better stickiness than static video with 14.2 seconds per ad interaction
- Nokia UK's The Passenger (produced by Ottawa's Fuel Industries) - average interaction time achieved was 8.5 minutes
- to overcome ad resistance, firms are providing discounts, tangible perks and gatekeeper hurdles to content for watching ads (which leads to a question - if the ads aren't good enough, entertaining enough or informative enough for people to watch, why incentivise them to watch them)
- Viagra, War Child, Old Navy, Nokia were profiled as leading new generation examples
- YouTube has introduced its semi-transparent/animated video that may be annoying but not as interruptive as preroll - the ads disappear after 10 seconds
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