Two of the conclusions DoubleClick has reached from the Video Ad Benchmarks data it released last week is that broadband video advertising can be used by direct marketers and that the available data on online video engagement metrics surpasses similar data available for TV.
“Online video ads are excellent for branding, with the opportunity for sound, motion and story,” said Rick Bruner, DoubleClick’s research director. “But when judged on the basis of the direct response metric for online advertising–the click through rate, online video ads perform extremely well.”
The study found that the click through rate for online video ads is much higher than static image units. While the overall click through for static ads is 0.1 to 0.2 percent, the rate for online video ranges from 0.4 for standard video ads to 0.74 for in-stream ads. “It’s more than three times the click through than static ads, so direct advertisers should give a second look to videos,” Bruner said.
Click through isn’t the sole metric available for video ads. The DoubleClick study produced another: video view time. It found that viewers generally watch two-thirds of a video ad — 18.5 seconds for a :30 and 10.5 seconds for a :15. The study also found that the rates are virtually the same for standard video ads and expandable ads.
The study also reported that eight percent of the video ads played were interacted with in some way, which includes everything from mouse overs to clicks to pressing stop, play or mute.
The study was based on 301 campaigns that produced 2.7 billion video ad impressions from June through September, 2006. The campaigns were served by Klipmart, which DoubleClick acquired in June, 2006.
Not only is the data favorable for online video, it demonstrates its availability, which is superior to other media, including TV. “The engagement metrics to track interactive video are unknowable for TV,” Bruner said. “The percentage of video viewed is one statistic that is unavailable to TV, which doesn’t know how much of a commercial viewers watch. The advanced levels of customer engagement are an advantage to advertisers.”
“A Complete Unknown,” “The Brutalist,” “Gladiator II,” “Wicked” Among ADG Excellence in Production Design Award Nominees
The Art Directors Guild (ADG, IATSE Local 800) has unveiled the nominees for its 29th Annual Excellence in Production Design Awards. The ceremony, hosted by actress and comedian Rachael Harris, will take place on Feb. 15, at the InterContinental Los Angeles Downtown.
Among the motion picture nominees are the production designers on A Complete Unknown, The Brutalist, Gladiator II, Nosferatu and Saturday Night in the Period Feature Film category; and Alien: Romulus, Beetlejuice Beetlejuice, Dune: Part Two, Furiosa: A Mad Max Saga and Wicked in the Fantasy Feature Film category.
Television nominations span the likes of Bridgerton, Fallout, House of the Dragon, The Lord of the Rings: Pachinko, Rings of Power, Ripley and Shogun.
The ADG Awards celebrate excellence in production design across theatrical motion pictures, television, commercials, music videos, and animated feature films. The 2025 Cinematic Imagery Award will be presented to Academy Award®-nominated director and filmmaker Jason Reitman, whose body of work includes Juno, Up in the Air and Saturday Night.
“This year’s nominees showcase the incredible artistry and vision that define our craft and our industry. We’re thrilled to bring the Guild together to celebrate the achievements of these incredible production designers and their art departments,” shared award show producers Michael Allen Glover, ADG, and Megan Elizabeth Bell, ADG, in a joint statement.
In addition, the ADG will honor Lisa Frazza, Barbara Mesney, Dan Sweetman, and J. Dennis Washington with Lifetime Achievement Awards. Legendary production designer Carl Jules Weyl will be inducted into the ADG Hall of Fame as part of the... Read More