Page 16 - index
P. 16
RESEARCH, ANALYSIS & TRENDS
Are interstitial adverts becoming obsolete?
In such a crowded marketplace of multi-channel market- Millennials welcome interactivity and flexibility to
ing, some audiences become ignorant to advertising move around content and if this option is not availa-
and some even go as far as using adblockers to avoid ble, it could have a negative effect on brand appeal
irrelevant, unsophisticated adverts. and image.
Outstream video performed better with emotional
According to research by the media services agency engagement measures among millennials. The top
Publicitas, in partnership with Kantar Millward Brown
and Huawei’s Honor smartphone brand, for instance, three performing emotional key words ranked are:
interested (+31%), inspired (+131%), and intrigued
especially millennials don’t like being forced to watch
pre-roll videos or be subjected to unenjoyable adverts. (+23%).
The company’s latest global research, The Format Ef-
fect Series, is the first global research program of its Obviously, outstream advertising is becoming the
standard for video advertising, as this format solves the
kind that explores the level of consumer appeal of differ-
ent mobile (Part I) and video (Part II) advertising for- typical problems digital video advertisers are facing,
namely viewability, inadequate premium inventory and
mats, and measures the impact these formats have on
key brand measures. proof of performance. Instead of running instream as
pre-roll or mid-roll, outstream videos are either embed-
The study evaluates in addition how a variety of digital ded between article content or within a slideshow,
which means they don’t have to be attached to publish-
ad formats make consumers feel and how they trigger
different reactions and emotions: It reveals e.g. that 6 in er’s video content to render. The format will therefore
play an important role in the future, since it enables
10 viewers of video have high levels of enjoyment, but
outstream video adverts drive 15% more content en- purchases to be handled programmatically and reduces
gagement when compared to a more disruptive pre-roll concerns about viewability besides ensuring a positive
format. experience for the user.
In terms of content types, formats and platforms, con-
In a nutshell, the report provides the pointers required to sumers continuously adapt to creative and innovative
help marketers understand the influence that these for- ways to access and absorb information, the report ex-
mats have on consumer behavior and brand appeal, plains. Furthermore, consumers are also becoming
such as: more selective about the information they consume and
are less tolerant of intrusive advertising. “They are con-
16 February 2017 - Video Marketing & Advertising
Are interstitial adverts becoming obsolete?
In such a crowded marketplace of multi-channel market- Millennials welcome interactivity and flexibility to
ing, some audiences become ignorant to advertising move around content and if this option is not availa-
and some even go as far as using adblockers to avoid ble, it could have a negative effect on brand appeal
irrelevant, unsophisticated adverts. and image.
Outstream video performed better with emotional
According to research by the media services agency engagement measures among millennials. The top
Publicitas, in partnership with Kantar Millward Brown
and Huawei’s Honor smartphone brand, for instance, three performing emotional key words ranked are:
interested (+31%), inspired (+131%), and intrigued
especially millennials don’t like being forced to watch
pre-roll videos or be subjected to unenjoyable adverts. (+23%).
The company’s latest global research, The Format Ef-
fect Series, is the first global research program of its Obviously, outstream advertising is becoming the
standard for video advertising, as this format solves the
kind that explores the level of consumer appeal of differ-
ent mobile (Part I) and video (Part II) advertising for- typical problems digital video advertisers are facing,
namely viewability, inadequate premium inventory and
mats, and measures the impact these formats have on
key brand measures. proof of performance. Instead of running instream as
pre-roll or mid-roll, outstream videos are either embed-
The study evaluates in addition how a variety of digital ded between article content or within a slideshow,
which means they don’t have to be attached to publish-
ad formats make consumers feel and how they trigger
different reactions and emotions: It reveals e.g. that 6 in er’s video content to render. The format will therefore
play an important role in the future, since it enables
10 viewers of video have high levels of enjoyment, but
outstream video adverts drive 15% more content en- purchases to be handled programmatically and reduces
gagement when compared to a more disruptive pre-roll concerns about viewability besides ensuring a positive
format. experience for the user.
In terms of content types, formats and platforms, con-
In a nutshell, the report provides the pointers required to sumers continuously adapt to creative and innovative
help marketers understand the influence that these for- ways to access and absorb information, the report ex-
mats have on consumer behavior and brand appeal, plains. Furthermore, consumers are also becoming
such as: more selective about the information they consume and
are less tolerant of intrusive advertising. “They are con-
16 February 2017 - Video Marketing & Advertising
