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.”
DGA Feature Nominees: Audiard, Baker, Berger, Corbet and Mangold
The field of feature nominees for the Directors Guild of America (DGA) Awards spanning two categories is set. Nominated for the DGA honor for Outstanding Directorial Achievement in Theatrical Feature Film for 2024 are: Jacques Audiard for Emilia Pérez, Sean Baker for Anora, Edward Berger for Conclave, Brady Corbet for The Brutalist, and James Mangold for A Complete Unknown.
The DGA also revealed the nominees for the Michael Apted Award for Outstanding Directorial Achievement in First-Time Theatrical Feature Film. The first-time narrative feature directors are: Payal Kapadia for All We Imagine as Light, Megan Park for My Old Ass, RaMell Ross for Nickel Boys, Halfdan Ullman Tondel for Armand, and Sean Wang for Diddy.
“2024 has been a truly extraordinary year for storytelling--and today’s nominees have created audacious and unique films that expand the possibilities of cinematic excellence,” said DGA president Lesli Linka Glatter. “I am thrilled to congratulate all our nominated directors for their brilliant work, which is visionary, inspirational and speaks to the depth of the human experience. To be chosen by one’s peers is the true marker of outstanding directorial achievement and what makes these nominations so very special.”
The winners will be announced at the 77th Annual DGA Awards on Saturday, February 8.
Here’s a fuller rundown of the nominees in both DGA Award categories:
THEATRICAL FEATURE FILM
Outstanding Directorial Achievement in Theatrical Feature Film for 2024 (in alphabetical order):
JACQUES AUDIARD
Emilia Pérez
(Netflix)
SEAN... Read More