Brands are rapidly adopting interactive video advertising and engaging with consumers in unique ways only available within the digital ecosystem, according to data from leading video ad management platform Vindico. The data from Vindico’s 2013 “The State of Interactive Video Advertising” report shows that interactive video ad impressions are up 77 percent year-over-year. It also reveals interactive video creative is driving deeper consumer engagement when compared to consumers’ responses to repurposed TV creative.
The report, compiled from aggregated data from Vindico-served campaigns, notes that successful interactive video ad campaigns easily allow for potential customers to engage directly with the brand, and the interactive creative is tied to the overall brand’s strategy. It also shows that certain interactive creative are more engaging than others:
- On average, brands can expect a nearly 3x engagement lift when utilizing interactive creative;
- However, the “curtain” creative drives a 627 percent engagement lift, compared to repurposed TV creative;
- “Branded canvas” elements can deliver a 300 percent engagement lift.
Vindico’s report also shows that different publisher site types reflect varying degrees of user engagement. For example, engagement on major media brand websites over-index by as much as 2.8x than similar ads that run on ad networks/exchanges or Internet brands.
“Advertisers are hungry for more innovative ways to connect with their customers, and we see they are realizing the possibilities within the digital medium. By allowing unique and customizable interactive elements, brands can tailor and revise messaging on the spot, adjusting immediately to a consumer’s response and reaction,” said Matt Timothy, president of Vindico. “However, as the issue of viewability continues to be a critical concern for the entire advertising ecosystem, brands must work with trusted partners to ensure their interactive ads can actually be seen by the appropriate audiences.”
Vindico delivers roughly 30-40 percent of the industry’s digital video advertisements, and Sept. – Dec 2013 data showed that nearly 60 percent of interactive video ads cannot be seen by viewers. Despite an increase in interactive ad investment, viewability rates for interactive ads still mirror standard video ad results. Vindico’s digital video ad viewability and verification tool Adtricity™ measures the quality of video ads by evaluating over 100 metrics including player size, performance and ad placement.
The full Interactive Video Advertising 2013 report is available here.
For more information Adtricity please visit: vindico.com/advertisers/#adadtricity
Graham Jones is an Internet Psychologist who studies the way people use the online world, in particular how people engage with businesses. He uses this knowledge to help companies improve their online connections to their customers and potential customers and offers consultancy, workshops, masterclasses and webinars. He also speaks regularly at conferences and business events. Graham is an award-winning writer and the author of 32 books, several of which are about various aspects of the Internet. For more information connect with me on Google+