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Viewpoint: 'Pre-Roll' Proves Best For Branding
by Wendy Davis
ONLINE VIDEO ADS THAT ROLL immediately
before the video content are better branding vehicles than other types
of online video ads--but "transitional" formats, where ads stream
between page views, are more likely to drive purchases, according to
new research by rich media company Viewpoint and Dynamic Logic,
scheduled to be released today. For the study, dubbed "All Things
Video," Viewpoint streamed 40 million 30-second online video
impressions for four separate campaigns, across a variety of sites
including About.com, CBS News, CBS SportsLine, America Online, ESPN,
iVillage, and Weather.com. The ads, streamed over a period of eight
weeks, included "pre-roll," in which ads stream before content,
"in-page" formats, in which ads stream next to static text, and
"transitional" formats, where ads stream between page views. Dynamic
Logic then surveyed about 3,800 online viewers who were exposed to the
ads.
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