A new ad model for online video
Helen Katz Starcom Mediavest Group
Studies suggest that online video viewers prefer to choose which ads they are served in advance of viewing and that these ads achieve the highest click-through and recall
In 2008, the nascent online video industry was in disarray. Each web publisher offered its own ‘new and improved’ ad model, advertisers were having a difficult time justifying the move of any media dollars from television to the web, and our research showed that consumers were fed up with forced exposure to an irrelevant and tiresome pre-roll ad lifted...