In a recent post (Capturing the value of VideoAds), I talked about capturing the value of VideoAds. I introduced the thesis that video display ads are different than regular display ads and much more effective both for advertisers and prospects.
VideoAds running in-banner benefit prospects by:
- Creating a richer presentation that’s highly interactive and more informative
- Bring information TO the viewer rather than forcing them to click away
- Keeping viewers in control and letting them take action when they're ready
And for advertisers by:
- Providing more insight into how receptive viewers are to an advertiser’s message
- Working across the purchase funnel helping advertisers achieve brand awareness and purchase
intent goals or conversion related goals, e.g., email inquiries, or, yes, even click to a website when the viewer is ready
Again, working with our publishing partners, we’re seeing the benefits of VideoAds for advertisers both large and small who focus on the local market.
One of the world’s most recognized brands goes local
Case in Point: McDonald's wanted to drive awareness of the regional launch of McCafe and their new line of coffee drinks. They launched a VideoAd campaign in the Detroit area repurposing seven of their television spots. Viewers watched over 1100 minutes and on average each viewer watched over 80 percent of the VideoAd.
Download Ad-0406-fastfood_core
A local tourism bureau goes big with VideoAds
Case in Point: Sonoma Country Tourism is like a “little piece of Provence” and wanted to drive awareness of that fact by showcasing the epicurean delights on Sonoma. They also wanted to drive action – clicks, calls, and inquiries. In three weeks they generated over 1100 clicks with a 0.53 percent CTR.
Download Ad-0403-wl_tourism_core-1
A regional healthcare provider finds the perfect marketing medicine
Case in Point: The University of Washington Medicine and Harborview Medical Center in Seattle, Washington, serves the northwest community but is more known for its trauma center and university medical school than the world-class specialty practices in areas like Brain Aneurysms and Heart Arrhythmias. Using existing videos and turning them into VideoAds, they generated over 13,000 minutes of view over the 10-week campaign period. The average length of each VideoAd was 2 minutes, yet viewers watched over 50 percent.
A Performing Arts Center has a command performance online
Case in Point: The Orange County Performing Arts Center (OCPAC) wanted to promote a series of events in rapid succession, get people excited, and drive ticket sales. With events ranging from Stomp to CATs, OCPAC achieved an engagement rate that was 7X that of the click through rates regular display ads achieve. The top performing event, Backyardigans, achieved an ER of almost 1.70 percent.
Download Ad-0403-performing_arts_core-1
Conclusion: These local advertisers understand that the display ad can do so much more than provide a click. With video, display ads can drive brand awareness, purchase intent and lead customers down the purchase funnel to a sale but it all starts with getting viewers to engage with your message and become prospects. The click isn’t dead in display ads,steve it just has lots more company.
Filed under: Case studies, Measurement and metrics
