Original Webcast Aired October 23, 2011
Speakers:
Marina Klusas, Director at comScore Marketing Solutions
Anupam Gupta, President & CEO at Mixpo
Kim Woodworth, Regional Vice President at Comcast Spotlight
A panel of experts showed our audience how advertisers are using video online in conjunction with on-air advertising to connect with consumers and build reach for their message.
Marina Klusas, Director at comScore Marketing Solutions, kicked things off by asking the question that many advertisers wonder, "How many incremental people can I reach if I advertise online in addition to TV?" To figure this out, comScore conducted a nationwide study to measure people exposed to ads on TV channels, to online ads (on what is now XFINITY.com), and to both TV and online ads. The main takeaway was that buying online ads increases TV campaign reach
Kim Woodworth, Regional Vice President at Comcast Spotlight, shared some interesting figures on how consumers are viewing video content. The majority (59%) of consumers watch TV and use the Internet simultaneously, but more importantly, studies show that brand recall scores increase 82% with exposure to both a TV ad and an online ad -- this is the two screen—or "peanut butter and jelly"—effect that is taking place today.
Kim also discussed online video options for advertisers, including the benefits of using video pre-roll, or a video ad experienced in-stream, before the video content is played for the viewer. You can have 15- or 30-second exposure before a video, essentially putting your TV ad online and extending the reach of your campaign. These ads can be DMA or zone geo-targeted and advertisers can get detailed engagement metrics on these ads.
Lastly, Kim shared a powerful case study with the audience: Media Storm and its client, Game Show Network, wanted to increase viewership for their show, Improv-A-Ganza. By using existing on-air creative, interactive features and prominent placement on XFINITY.com, they had over 33,000 active video ad views, or 140 hours of brand exposure, which increased awareness for the show. She noted that 31% of viewers watched the complete 30-second video ad, which is a strong indicator of intent to watch the program on TV.
The panel was rounded out by Anupam Gupta, President & CEO at Mixpo, a video advertising technology provider that allows video advertising to be interactive, dynamically tailored and customized in real-time for unique audience segments. Anupam showcased a number of examples where their dynamic ads had powerful engagement metrics for advertisers. The first was an in-banner video for Jeep that had a 3.34% engagement rate where 1.9% of the users initiated the video, meaning 121,000 people chose to watch the spot. That's a total of 550 hours of video, or, in on-air terms, 66,000 thirty-second spots. Next, we saw how FOX NFL Sunday got a 2.4% engagement rate where 2.27% of user initiated the video play, 216,000 people chose to watch the spot. They also had 7,500 clicks and 4,500 Interactions from this ad. Lastly, we got to see how online video ads can be used for couponing and mapping with the campaign for Big O Tires on Vehix. They had a 4% engagement rate and 3.8% of people initiated the video, which also received 1,300 clicks and 1,600 Interactions.
The bottom line is that online is a rapidly growing space. This year, 5.2 billion monthly video ad impressions were served to 148 million people who are spending an average of 16 hours a month watching video online, according to comScore. Online video is by far and away the fastest-growing Internet segment; from 2006-2010, comScore saw a 344% ad spend increase and a 600% increase in videos. The important thing to remember, regardless of platform, is that advertisers must deliver the right message via sight, sound, and motion, and online video gives them the additional ability to interact with viewers. These online video ads have an engagement rate that is 27 times what static banners deliver in clicks and have 21 times more user initiated views than static banners receive clicks.
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