Perfecting Online Video Ad Tactics
How much does ad format matter?
"Getting Beyond Pre-Roll" was one of the more challenging panel sessions held at the Online Publishers Association Europe conference last week in London.
Although online video ad standards have been established, at least in the US, many questions remain about how such ads may best be used. Panelists were asked how advertisers could best use video formats to engage audiences. The relative lack of breakthrough thinking in this area made for a somewhat subdued session.
Henrique de Castro, head of European sales for Google, stressed the enormous growth in the online video audience recently, but acknowledged that video search has a long way to go in helping audiences get what they want out of it. Mr. de Castro predicted that proper video search would be "sorted" [out] in the next 12 to 24 months, however.
Nada Stirratt, executive vice president of digital advertising at MTV Networks Digital, emphasized that attempting to decide on the best video ad formats was a red herring, because a format viewers found intrusive in one context might be tolerated or even welcomed in another.
Read more - eMarketer
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