Comments on: Why Pre-Roll Overlay Ads on Video are a Horrible Idea

By: What Time of Day is Best for Video Ad Click Through Rates? | Online Video Marketing...Creatively

Thu, 29 Dec 2011 18:48:58 +0000

[...] admit up front, I’m not a huge fan of pre-roll video ads and TubeMogul also reported in an earlier case study that nearly 87% of unique visitors to a [...]

By: Blake Roberts

Blake Roberts — Mon, 11 Jul 2011 04:12:46 +0000

Great work on the stats. I totally agree though, those overlay ads are really killing the video viewership.

By: Matt

Matt — Thu, 13 Jan 2011 21:30:21 +0000

Online video marketing can be very touchy. Just as you said Eric, hopefully online marketers recognize this and make adjustments. Thanks for the great information and comments.

By: Eric Guerin

Eric Guerin — Sat, 20 Feb 2010 02:00:14 +0000

Hey Corey – great points and agree with you on all fronts here.

I can only hope online marketers start to recognize the fragmented niche areas of online video marketing and that they can’t apply a blanket approach to everything.

Thanks for bringing it on a Friday and making the blog post conversation far more interesting.

By: Corey Kronengold

Corey Kronengold — Fri, 19 Feb 2010 23:57:45 +0000

On the short form front, I think we agree, and are coming at it from different sides. Pre-roll doesn’t have much of a place in front of short form content, other than a quick bumper. Ok, so lets try not to blame “the format” because “the publisher” chooses to do something stupid. Fair?

I also agree with you on the effectiveness point, but again would push for a more thorough conversation. I’m not suggesting that advertisers don’t measure. I’m suggesting that they measure smarter.

Dynamic Logic, Insight Express and other companies do brand measurement surveys. They take a sample of the audience and do a control/exposed comparison survey. Did the ad make people feel more positively about the brand? Are they more likely to make a purchase from that brand the next time they are shopping? Nothing to do with CTR.

I’ve told other marketers very simply, “I can’t define engagement for the entire industry. But I can look at your creative and define an engagement metric for this campaign.” And thats what needs to happen. Never mind how it benchmarks against other campaigns. Did it work for you? Great! Do it more. No? Try something else.

Its nice to have an intelligent discussion on a Friday, isn’t it?

Overall, I just want the industry as a whole to start talking about video advertising like the complicated science that it is, and stop looking for a universal metric that tells us everything we think we need to know.