VIDEO: Moving on

The success of Tipp-Ex's recent 'A hunter shoots a bear' YouTube campaign - with more than 9.2m views in just one month - highlights the growing demand for interactive video. Samsung ran a masthead video ad on the YouTube home page that resulted in a 4% incremental reach for its TV ad...

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Bibliographic Details
Published inNew Media Age p. 23
Main Author Smith, Nicola
Format Trade Publication Article
LanguageEnglish
Published London Centaur Media USA Inc. (A member of Centaur Plc Group) 21.10.2010
Subjects
Advertising campaigns
Innovations
Interactive marketing
Marketing
Streaming media
Trends
Webcasting
United Kingdom > UK
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Summary:The success of Tipp-Ex's recent 'A hunter shoots a bear' YouTube campaign - with more than 9.2m views in just one month - highlights the growing demand for interactive video. Samsung ran a masthead video ad on the YouTube home page that resulted in a 4% incremental reach for its TV ad campaign. Of all video-on-demand media buyers, nearly half (44%) expect their online video ad spend to increase by 50% or more over the next six months, according to research by Web TV Enterprise. But while pre-roll has traditionally been the most popular online video ad format, does the innovation of brands like Tipp-Ex and Samsung suggest this spend will start to shift to more interactive formats? Pre-roll is undoubtedly effective. Kellogg's has "pretty much always" used pre-roll, says David Walker, marketing operations and media controller. While pre-roll continues to drive the online video ad market, it has its critics. Sorosh Tavakoli, CEO of video ad server Videoplaza, says its enduring popularity is partly down to circumstance. "All video players and platforms support the standard pre-roll so it has become the standard because you know you can run a campaign across any site. But if you want to do anything extra or special there's a technology barrier," he says.
ISSN:1364-7776