New Formats Give Online Video Ads Potential

From AdAge:

For years, the promise of online video advertising has been just that -- a promise. The reality has been a big disappointment: ads that look and feel like TV, and are repurposed from TV creative, only much more annoying.

But with the TV-upfront market frozen and advertisers looking for lower-cost means to reach consumers, a push is on to try formats that could finally realize some of the potential of online video with targeted ads that engage with real interactivity.

Read AdAge write-up of of some of the latest efforts to reinvent online video ads.

CBS, through its TV.com unit, is experimenting with a system that would allow users to earn credits by watching ads.

Tremor Media has rolled out a host of ad units called vChoice that bring interactivity into the player.

Hulu pioneered the choose-your-own pre-roll "ad selector" unit, which allows users to choose an ad, including a long-form movie trailer in exchange for an ad-free episode.

YouTube introduced its own variation on choose-your-own-ads just last week.

"Engagement" pricing models where the advertiser pays for a specific action, rather than an impression.

emily | 2:53 PM | Advertising / Marketing |
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