Where does online video advertising fit in?
Online video advertising takes effectiveness and measurement to the proverbial next level. No one argues the impact of sight, sound and motion and the brand-building benefits of video. But coupled with the ability to drive direct response and gather deep insight into performance, video is taking a powerful new role in the marketing mix. Case in point: We’ve been working with dozens of local publishers who have incorporated video into their standard 300×250 display ad packages. Our publisher partners are finding that advertisers have a tremendous appetite for running in-banner video for several reasons: • First, larger advertisers find it easy to repurpose their existing video content, while smaller ones find that they can create a low-cost (high-quality) video ad that drives action. Lowering the creative barriers and making video more accessible is big for both advertisers and publishers. • Second, advertisers are seeing measureable performance results that exceed what they expected if
