EyeWonder Research From Limelight Networks(R) Reveals Online Video Advertising Increases Brand Engagement in North America; Onli
19 Maggio 2011 - 3:00PM
Limelight Networks, Inc. (Nasdaq:LLNW) ("Limelight"), through its
EyeWonder Interactive Advertising Services ("EyeWonder") group,
today released two new research reports featuring the growth of
online video advertising in North America and Europe. The report,
Utilizing Video as a Path to Conversion, examines the opportunity
of online video advertising as a tool for marketers and develops a
set of best practices for video length and completion rates. The
second report, Tipping Point: A European perspective on online
video advertising, is authored by European thought leaders and
reveals that online video advertising is poised for growth across
Europe.
Video Ads Engage Viewers Online, Enhancing Brand
Interaction
"Video is an emotional and powerful way for advertisers to
communicate with customers," said John Vincent, CEO, EyeWonder.
"Today online video advertising presents consumers with a myriad of
opportunities to interact with brands. Advertisers are loading ads
with engaging features leading to increased interaction rates. With
video ads accounting for 12.8% of all videos viewed and 1.2% of all
minutes spent viewing video online, the opportunities for brand
marketers now and in the future are nearly endless."
According to EyeWonder research, instant-play video has proven
to be a valuable tool to engage viewers through online video
advertising. In 2010, EyeWonder served over 2.5 times more
instant-play video ads than user-initiated video, which had
click-through rates 1.5 times higher than user-initiated video
ads.
EyeWonder data also uncovered clear best practices for video
length and completion rates for vertical industries. For
television, the 30-second spot is clearly the standard. However,
for online advertising, EyeWonder data shows that for marketers
wanting to gain maximum audience impact and engagement, video ads
are most effective when they last 30 seconds or fewer.
Formats have evolved to include more interactivity. In-stream
video ads are evolving beyond traditional pre-roll spots to include
interactive pre-roll, bugs, tickers and choose-your-own ad
experiences, and these non-linear formats are taking center stage
in terms of innovation and engagement. Though EyeWonder served over
13 times more linear in-stream impressions than non-linear in 2010,
unique interaction rates for the latter were 16.13% vs. 4.46% for
the former, proving audiences will interact with an ad unit—if it's
compelling enough—before watching their desired content.
Online Video Advertising Poised to Take Off in
Europe
"The market for online video advertising is on the verge of
taking off in Europe," according to Erwin Plomp, President,
EyeWonder EMEA, in the report Tipping Point: A European perspective
on online video advertising. "A number of factors, such as a
shortage of supply of original video advertising content and
insufficient website infrastructure to more attractive pricing and
evolving measurement standards are forming a highly favorable
climate for growth."
Online video advertising in Europe suffers due to perception
that viewing online content is just like viewing television online.
EyeWonder's Plomp remarked that online is given a small percentage
of budget available. Simple reuse of video intended for television
also impacts brands negatively. Brands and creative agencies must
view content through an online audience's eyes and develop that
online content specifically for this interactive environment.
Video advertising pricing is still high in some markets, but
there's a case to be made for moving away from CPM to cost per
acquisition and cost per engagement (CPA and CPE). As inventory
increases, Plomp is confident that pricing and pricing models will
evolve to measures that include performance-based metrics.
Measurement is another concern for the nascent video advertising
industry in Europe—as it is globally. While traditional television
metrics have proven acceptable for decades, measurement standards
for online advertising are still evolving with organizations such
as the IAB. The VAST and VPAID global initiatives from the US were
launched to bring greater consistency to online video planning and
buying and to develop a system akin to other media such as TV. IAB
in the UK and other local IABs in Europe are working with industry
partners to implement VAST and VPAID in Europe.
Finally, formats are key to engaging the viewer in Europe as
well as the US. In-stream formats dominate over other formats such
as in-banner among early adopters. Yet, interactivity is valuable
to developing online video advertising that performs for brand
marketers. For advertisers new to online video ads, repurposing
content will be a cost-effective solution to learn how video
advertising performs. For early adopters, with good creative
planning such as filming extra footage during production of a TV ad
for use in online can increase interactivity and engagement while
saving budget.
Please visit Limelight online to obtain copies of the
reports:
Video as a Path to Conversion:
http://www.limelightnetworks.com/resources/video-conversion/
European video report:
http://www.limelightnetworks.com/resources/europe-video
About Limelight Networks, Inc.
Limelight Networks, Inc. (Nasdaq:LLNW) provides solutions that
enable business and technology decision makers to profit from the
shift of content and advertising to the online world, the explosive
growth of mobile and connected devices, and the migration of IT
applications and services into the cloud. Approximately 1800
customers worldwide use Limelight's massively scalable software
services that engage audiences, enhance brand presence, analyze
viewer preferences, optimize advertising, manage and monetize
digital assets, and ultimately help build stronger customer
relationships. For more information, please visit
http://www.limelightnetworks.com or follow us on Twitter at
www.twitter.com/llnw.
Copyright © 2011 Limelight Networks, Inc. All rights reserved.
All product or service names are the property of their respective
owners.
CONTACT: Media Contacts:
Limelight Networks:
Leah Gladu
678.891.1806
lgladu@llnw.com
Heather Miller
215.867.8600 x239
media@llnw.com
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