In this article, Adweek describes how one company is changing video advertising payment structure. If a video ad is 30 seconds or shorter the advertiser will only pay when the viewer completes the entire video. This is similar to YouTube's TrueView plan in which users have to option to skip ads, and advertisers only pay for ads that are not skipped. However, this is the first time I've heard of users having to watch the entire video. Although ensuring this engagement is likely valuable to advertisers, I question if getting to second 30 is really that much more effective than watching through second 27.
http://www.adweek.com/news/technology/video-ads-vendor-partial-views-are-free-145844
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