PointRoll says Ford in-banner video ads drive interaction

Digital marketing services and technology provider PointRoll said its in-banner video ad campaign for Ford's Drive One campaign saw interaction rates rise 74 percent for expandable video ad units and nearly doubled for non-expandable video ad units, compared to industry benchmarks.

The campaign included both non-expanding ad units, in which the video plays within the banner, and expandable ad units, where the video expands outside of the banner when a user rolls over it. The ads were served on contextually relevant sites, where the ads' subject matter relates directly to the content the consumer is already viewing on a webpage.

The wholly-owned Gannett subsidiary said that users spent 40 percent more time with the Ford brand in comparison to traditional industry benchmarks developed by PointRoll. PointRoll said eight percent of consumers--nearly double the expected 4.5 percent--rolled over, clicked, or took some action with the non-expandable video ads, and 15 percent of users who expanded a panel actually started a video.

For more:
- see this release

Related articles:
Report: Online video ad spend reaching 'frenzy point'
Viewers to get choice of ads in video on Microsoft, Yahoo, Hulu sites
Report: Hulu nabs 783 million video ad views in July

Sponsored by Dell Technologies

Whitepaper: How to Elevate Your Content Delivery Workflows With Dell EMC PowerScale

Learn how Dell EMC PowerScale helps meet surging viewer demand while reducing costs with a single centralized platform for the ingest, processing, and delivery of the content your viewers love.