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Advertisers still trying to figure out what consumers respond to

19 November 2007 15:02 by Rich "vurbal" Fiscus | 7 comments

According to a special report from Adweek Media, businesses are finally starting to analyze viewer reactions to ads that play prior to Streaming video. With ad support looking like the model of the moment at least, major corporations are trying to ensure they make the most of their opportunities to reach consumers.

Arguably the most critical question being analyzed is how long is too long? Not surprisingly, the answer boils down to "it depends." The first thing that seems to matter is the actual content. If viewers find an ad entertaining they're apparently willing to watch more of it before their video clip. Unlike television ads which are typically 30 or 60 seconds long, pre-rolls - the industry name for video ads that "roll" or play prior to streaming video - are 15 or 30 seconds long. One thing that was clear from their study was an unwillingness to watch longer pre-rolls before video clips that are only a few minutes long themselves.

The second major question, and one that really defines the nature of pre-rolls, is whether it's best to develop original content for the Web or simply recycle television advertising campaigns. The answer here seems a little more predictable. While some ads from television work just as well on the internet, there are some fundamental differences between web and TV interfaces that can reduce the effectiveness of an ad, or even make a good TV ad just plain annoying. A computer monitor is typically smaller, but closer to the viewer. Arguably the viewer is also paying more attention to a pre-roll than a TV spot since it's almost part of the video rather than a break between program segments.

While the research done so far is interesting, webcasters and advertisers are still fine tuning basic delivery. Ad strategies will no doubt evolve along the way, particularly in the next 2-3 years.

Source: Adweek Media

Permalink to this article

U.S. viewers continue to embrace online and mobile video (28 December 2007)

Streaming video growth may be levelling off (2 December 2007)

BrightSpot.TV dims as money runs out (21 November 2007)

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gogochar (Senior Member) 20 November 2007 0:33
I notice that people remember the comedic commercials moreso than others. That's why Geico works so well. Show me a person who's never heard of the phrase "... but I saved a boatload of money by switching my car insurance to Geico." [ + quote]
svtstang (AfterDawn Addict) 20 November 2007 1:28
Also commercials that are highly repetitive and annoying....Head On anybody? Apply directly to your forehead.....no matter how hard I try I will never forget that! [ + quote]
7thsinger (Senior Member) 20 November 2007 8:51
And let's not forget this little classic.... Yo quiero taco bell! [ + quote]
emugamer (Junior Member) 20 November 2007 12:12
*Originally posted by 7thsinger:* And let's not forget this little classic.... Yo quiero taco bell! lol...that's all I need to hear and my stomach starts screaming for a steak chalupa! Video Streaming Ads we can definitely do without - Erectile Dysfunction - Home Equity Lines of Credit - Fem Hygiene. [ + quote] This message has been edited since posting. Last time this message was edited on 20 November 2007 12:14
7thsinger (Senior Member) 20 November 2007 12:17
*Originally posted by emugamer:* *Originally posted by 7thsinger:* And let's not forget this little classic.... Yo quiero taco bell! lol...that's all I need to hear and my stomach starts screaming for a steak chalupa! Video Streaming Ads we can definitely do without - Erectile Dysfunction - Home Equity Lines of Credit - Fem Hygiene. I know where i'm going for lunch today. Dang catch phrases! lol! Agree...if i here one more sob-turned-to-joy commercial about a guy and his uncooperative lower extremities or how someone can help you out if you never pay your bills....i'm gonna launch that tasty Chalupa i'm so looking forward to. And Shepards we shall be... [ + quote]
maitland (Newbie) 23 November 2007 23:06
taco bell does not serve food. please visit your local organic market sometime. [ + quote]
borhan9 (AfterDawn Addict) 19 December 2007 18:03
*Quote:* Advertisers still trying to figure out what consumers respond to This whole thing is always changing and we never always know wat the consumer wants all we can do is yearly research and try and hit the spot. [ + quote]