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'Nike Bootcamp by AKQA'
AKQA's campaign for Nike’s European Championships. The idea was to inspire young footballers with a call to arms; Take it to the Next Level at Nike Bootcamp. Nike Bootcamp blurred the boundaries of product, branding, marketing, viral and social network in the pursuit of sporting excellence.For more on AKQA's award winning campaign.
In-stream video marketing
Download the
'ipTV: The emerging market' report for an overview of all advertiser opportunity in this exciting space.In-stream refers to any video activity that occurs during an online streaming video including video advertising.
There are a range of different providers of in-stream video that incorporate advertising into their services including portals (Yahoo, MSN, Tiscali), networks (Roo, advertising.com, Utarget) and broadcasters (Channel 4, ITV).
This chapter is broken down into advertising formats (pre-roll and postroll advertising and subsites) and the different methods of accessing streaming video (on demand and live).
Pre-rolls are video adverts which automatically precede video content that is available via a webpage or a download. The duration of a pre-roll video ad can be any length but is generally 10 to 15 seconds before video content of 3 to 4 minute duration.
The post-roll video format (i.e. plays directly after the video content) is also available. Screen size for both currently varies (generally from about 300 x 250 up to 550 x 500) as it mirrors that of the main video content.
Implications for advertisers
The pre-roll format offers brand advertisers the opportunity to combine the visual impact of TV with the reach, targeting and interactivity of online. Advertisers can reach a volume online audience because pre-rolls do not require users to select the advert to view the full message, unlike rich media adverts which require a click from the user to activate the video. However, video content needs to be compelling to engage the online user, and pre-roll adverts must be equally compelling by being short and relevant to the video being watched.
Driven by the huge user appetite for online video, (as demonstrated by the success of YouTube) more quality video, suitable to be pre-rolled with advertising, is being delivered online. It is this, together with the demand from TV brand advertisers that will further accelerate the already rapid growth of the pre-roll format.
Length of pre-rolls
A YouGuv survey* of UK online users in February 2007 found that 93% were amenable to viewing pre-roll video adverts if no longer than 15 seconds in length.
** Based on responses from 2,095 GB adults. Survey commissioned by Utarget Networks
High impact, lower frequency
Pre-rolls are a high-impact format, which results in a peak optimum frequency of between 1 and 2 ad exposures (much lower than traditional offline formats).
Maximising response
Many pre-rolls are not yet clickable, making it important to budget for accompanying companion ads if you want to include a response mechanism.
Longer is not necessarily better
Despite the recent launch of services like 4oD (4 on Demand) by Channel 4, the majority of online video is still short-form content (average 1.14 minutes viewed). In order to maintain engagement without alienating users, pre-roll copy should reflect this, making use of shorter spot lengths where possible.
The example below shows the percentage of full ad-views for a 30 second vs a 10 second creative.
Basic creative principles still apply
The highest increases in both awareness and purchase intent come from creatives where a logo was present for the duration of the ad.
Pre-roll suppliers
Current pre-roll suppliers include networks such as Roo, Advertising.com, Blue Lithium, Brightcove, Eyeblaster and Utarget, and portals such as Microsoft Digital Advertising Solutions, Yahoo and Tiscali.
A subsite video advert launches in a new window behind the website a user is looking at (a pop-under). When the user closes down the site, the video will already have loaded in the background and start playing automatically.
Buffering behind the host site allows the advert to be delivered with sound and full screen in size depending on the user’s broadband connection. Duration is normally 15 to 30 seconds. The format has the advantages of full screen impact and volume reach and can combine branding and direct response objectives.
Implications for advertisers
A subsite video advert is delivered direct to the user. This means campaigns can reach a volume audience but the advert should be engaging and relevant to the target audience. The post-site delivery means large screen video impact.
Case Study: Redrow Homes campaign on Utarget’s video subsite network
Search
Objective
The objective was to run a branding campaign, by way of online video streaming, which would reinforce and enhance Redrow Homes’ TV advertising and drive users to the website to view their nearest Redrow Homes development. Redrow chose Utarget’s video subsite network as it combined large format video ads with access to a targeted but high volume audience.
The campaign
Six 10 second online video ads were created from Redrow’s TV adverts to run across the property sites within the Utarget network, e.g. Prime Location, as well as home decoration and lifestyle sites such as Channel 4’s Homes Channel. When a user exited from one of these sites the Redrow video advert automatically played to that user within a new browser. This meant high impact together with precise targeting and integration with Redrow’s TV advertising campaign.
The results
On average, the adverts were watched to completion by 8.9% and onsite click through rates achieved 35%. Utarget’s TVsub network enabled Redrow to deliver its brand message to a targeted audience, which resulted in the company doubling its average monthly site traffic.
There are a range of different providers of in-stream video that incorporate advertising into their services including portals (Yahoo, MSN, Tiscali), networks (Roo, advertising.com, Utarget) and broadcasters (Channel 4, ITV).
This chapter is broken down into advertising formats (pre-roll and postroll advertising and subsites) and the different methods of accessing streaming video (on demand and live).
Pre-roll and post-roll advertising
Pre-rolls are video adverts which automatically precede video content that is available via a webpage or a download. The duration of a pre-roll video ad can be any length but is generally 10 to 15 seconds before video content of 3 to 4 minute duration.
The post-roll video format (i.e. plays directly after the video content) is also available. Screen size for both currently varies (generally from about 300 x 250 up to 550 x 500) as it mirrors that of the main video content.
Implications for advertisers
The pre-roll format offers brand advertisers the opportunity to combine the visual impact of TV with the reach, targeting and interactivity of online. Advertisers can reach a volume online audience because pre-rolls do not require users to select the advert to view the full message, unlike rich media adverts which require a click from the user to activate the video. However, video content needs to be compelling to engage the online user, and pre-roll adverts must be equally compelling by being short and relevant to the video being watched.
Driven by the huge user appetite for online video, (as demonstrated by the success of YouTube) more quality video, suitable to be pre-rolled with advertising, is being delivered online. It is this, together with the demand from TV brand advertisers that will further accelerate the already rapid growth of the pre-roll format.
Essential pre-roll tips and info
Length of pre-rolls
A YouGuv survey* of UK online users in February 2007 found that 93% were amenable to viewing pre-roll video adverts if no longer than 15 seconds in length.
** Based on responses from 2,095 GB adults. Survey commissioned by Utarget Networks
High impact, lower frequency
Pre-rolls are a high-impact format, which results in a peak optimum frequency of between 1 and 2 ad exposures (much lower than traditional offline formats).
Maximising response
Many pre-rolls are not yet clickable, making it important to budget for accompanying companion ads if you want to include a response mechanism.
Longer is not necessarily better
Despite the recent launch of services like 4oD (4 on Demand) by Channel 4, the majority of online video is still short-form content (average 1.14 minutes viewed). In order to maintain engagement without alienating users, pre-roll copy should reflect this, making use of shorter spot lengths where possible.
The example below shows the percentage of full ad-views for a 30 second vs a 10 second creative.
Basic creative principles still apply
The highest increases in both awareness and purchase intent come from creatives where a logo was present for the duration of the ad.
Pre-roll suppliers
Current pre-roll suppliers include networks such as Roo, Advertising.com, Blue Lithium, Brightcove, Eyeblaster and Utarget, and portals such as Microsoft Digital Advertising Solutions, Yahoo and Tiscali.
Subsites
A subsite video advert launches in a new window behind the website a user is looking at (a pop-under). When the user closes down the site, the video will already have loaded in the background and start playing automatically.
Buffering behind the host site allows the advert to be delivered with sound and full screen in size depending on the user’s broadband connection. Duration is normally 15 to 30 seconds. The format has the advantages of full screen impact and volume reach and can combine branding and direct response objectives.
Implications for advertisers
A subsite video advert is delivered direct to the user. This means campaigns can reach a volume audience but the advert should be engaging and relevant to the target audience. The post-site delivery means large screen video impact.
Case Study: Redrow Homes campaign on Utarget’s video subsite network
Search
Objective
The objective was to run a branding campaign, by way of online video streaming, which would reinforce and enhance Redrow Homes’ TV advertising and drive users to the website to view their nearest Redrow Homes development. Redrow chose Utarget’s video subsite network as it combined large format video ads with access to a targeted but high volume audience.
The campaign
Six 10 second online video ads were created from Redrow’s TV adverts to run across the property sites within the Utarget network, e.g. Prime Location, as well as home decoration and lifestyle sites such as Channel 4’s Homes Channel. When a user exited from one of these sites the Redrow video advert automatically played to that user within a new browser. This meant high impact together with precise targeting and integration with Redrow’s TV advertising campaign.
The results
On average, the adverts were watched to completion by 8.9% and onsite click through rates achieved 35%. Utarget’s TVsub network enabled Redrow to deliver its brand message to a targeted audience, which resulted in the company doubling its average monthly site traffic.
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