The Blast - Digital Monthly by Eyeblaster

The Research Is In: Video Boosts Online Ad Performance

The recently published Analytics Bulletin by Eyeblaster Research clearly shows that video boosts the performance of ads, compared to creatives without video. Particularly, for In-Banner ads, video doubles Dwell Time and significantly increases Dwell Rate.

This bulletin shows not only that video delivers higher value, but also measures the impact of creative choices on video performance and provides guidance on improving video campaign performance. An analysis of billions of impressions served by Eyeblaster shows that:

• Video outperforms in email and editorial content environments such as news, sports, music and finance but lags in social networks and games environments.

• Weekdays from 9am to 5pm is users’ preferred time to watch In-Banner video ads.

• An increase in video length of five second reduces Video Fully Played rate by 2.8%, on average.

These insights and many others are discussed in this comprehensive analysis. In addition, the bulletin includes a list of best practices on how to use video to boost campaign performance across ad formats.

Click here to download the Analytics Bulletin: Online Video Advertising

Twilight, UK
Format: Polite banner
Media: Zed Media
Creative: Feref
Interactive features:: Webcam, Upload/Download
Vertical: Entertainment
View demo

"These ads were going to be served to a highly engaged audience on sites that have heavy coverage of the movie and its stars. Using the webcam was an opportunity to co-create something with the Movie brand where the engaged user could make and save a keepsake starring themselves, and their chosen male lead. They could then post the image wherever they wished... We have worked with Eyeblaster for many years. They have assisted us in realizing our creative and technical

vision on many occasions, so naturally we trusted them to help us with joint development of this webcam creative.”
Felix Middleton, Operations Director at Feref

1. This is it, IT
Media : OMD
Creative: SPQR Network
Format: Expandable Banner
Vertical: Entertainment
View demo

2. Modern Warfare 2, US
Media: MEC Interaction
Creative: Five by Five
Format: Sync Banner, Full Screen Video
Vertical: Gaming
View demo

3. Junaski, FI
Media: Carat
Creative: Endero Oy
Format: Expandable Banner
Interactive Feature: 3D, Papervision
Vertical: Entertainment
View demo

4. Super Mario Bros., UK
Media: MEC Interaction
Creative: BD Network
Format: Skin
Vertical: Gaming
View demo

5. Emirates, Japan
Media: Starcom
Creative: Saatchi & Saatchi Fallon
Format: Sidekick
Vertical: Travel
View demo

6. Acciona, ES
Media: Universal McCann
Creative: Universal McCann
Format: Skin
Vertical: Service
View demo

FEED’s Take: Chanel No5 – Get a behind-the-scenes look at the Chanel No5 homepage takeover by FEED & Hi-ReS! (creative) and MEC Global (media), which recently won Eyeblaster’s International People’s Choice Award.

Streaming Media Readers Choose Eyeblaster - A big thanks to readers of Streaming Media who chose Eyeblaster as the top Video Advertising Management Platform.

O2 Joggler: Behind the Scenes - Set in the familiar environment of a fridge door filled with post it notes, it’s your job to keep track of the escaping notes. How good are you at organizing?

AdWeek: Rethink Measurement – Read an excerpt of a recent article challenging the industry to adopt measurement standards that are more in line with consumer behavior rather than rely on ‘traditional CTR.’

For readers in Germany, Asia Pacific and Spain, don’t forget to subscribe to our local blogs.

The revolutionary MediaMind digital advertising platform by Eyeblaster was launched globally to rave reviews by leading media and creative agencies. MediaMind simplifies cross-channel campaigns and offers actionable analytics, streamlined ad serving, and open workflow. From New York to Sydney to London to Madrid, Singapore and more, audiences were highly receptive to MediaMind’s call to Simplify.
Click here to view event photos.

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