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Sep 2, 2008 by Mark MaierTo pre-roll or overlay, that is the question I ask. If you are trying to decide what format to use on your website and what the best practices are showing works best for branding campaigns as compared to call to action, than you will want to take a look at a survey just released by MediaPosts Steve Robinson and Keith Richman who say:
"We found that if companies match their strategy to the ad format type, they'll have the most success. For those brands interested in driving users to their Website, pre-roll click-through rates were stronger than the overlay, averaging 10% on Break.com's targeted viewer demographic. For companies more intent on overall brand awareness overlay ads yielded higher exposure and engagement. More than three quarters of the viewers watched campaigns with the overlay ad for at least 15 seconds, and click-through rates were five times industry averages for standard media. These findings point to the fact that pre-roll ads and overlays will co-exist in the world of online advertising, but for different outcomes."
Their advice was to be specific, be creative, be accessible, and be relevant. This is a must read commentary if your clients are asking questions about video ad formats.
To read the commentary click here
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