It’s amazing now narrowly the discussion of video advertising has focused. Most participants view it merely as placing ads in front of, in the midst of, or at the end of video content. Let’s call that advertising on video.
That’s a real miss for media planners who have video ads they’d like to deploy with greater reach during the holiday sason. There’s a large audience that doesn’t frequent video sites, yet spends much of the day online. Those consumers are READING. They’re getting information about everything from their finances to the weather to what they’re going to give for Christmas, but they’re not getting it from YouTube. Most of these people visit premium sites and tend to be people with more money than the younger people who frequent YouTube. Because they are information gatherers, they also tend to be more educated and they skew a bit older. You can’t reach them on video because they’re busy, but they do keep up with the news, or the ball scores, or the health sites.
To reach those more affluent, more educated consumers, a format like our ZINC InArticle unit is ideal. It displays a video ad alongside an article the site visitor is reading. This format deployed over our premium network gives advertisers unduplicated reach.
As you can see, these ad formats are not involved in the discussion of whether TV is dead, is shifting online, or whatever the latest ad tech distraction is. It is irrelevant whether TV has shifted online, or even if these consumers watch TV at all. These are not ads in video, they’re engaging, high impact video ads in a print environment. They display in standard IAB sizes, and they can be placed wherever you might place a display ad, although they can use content made for TV or video. Because they ARE video, these formats are more engaging. Although they do not auto-play, if the user mouses over them the volume turns on. And if a visitor clicks on the ad, it expands to full screen. It’s ideal for new car launches, financial service products, most luxury goods, and even consumer packaged goods.
Our initial tests of these formats sold through our ZINC platform demonstrate substantially higher levels of engagement and recall. So if you’re looking for a way to reach new customers with existing video ads, inArticle could be your best choice.