MediaPost Publications - Video Ad Study Shows High Engagement Rates - 08/18/2008

Completion rates for pre-roll video ads approached 90% and click-through rates averaged 10% in a new study of video ad units by Break Media and video ad technology provider Panache.

MediaPost Publications - Video Ad Study Shows High Engagement Rates - 08/18/2008

This article contains lots of stats about the effectiveness of online video advertising. Great for reference.

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Content is Content. But Can Content Replace Advertising?

From the Wall Street Journal: "...Model.Live tracks three models as they navigate casting calls, catwalks and airports for fashion weeks in New York, London, Milan and Paris. The first of 12 eight-minute episodes will debut Aug. 19 on-demand on Vogue.tv, a site that runs advertiser-sponsored videos and allows consumers to buy the featured products."

Vogue Models a New Reality Series - WSJ.com

Content like this is beginning to prove that online "shows" can attract a verifiable and sizable audience. The question remains if advertisers should strive to produce this kind of content -- as Holiday Inn Express has recently begun doing -- or just sponsor it. Should it be scripted like LonelyGirl15 and Quarterlife? Unscripted seems to be the more popular format, at least so far.

At least advertisers and content producers have a common goal. They both want to land a big audience. Though it appears the content producers are making most of the investment in R&D.

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Toyota Makes a Sharp Turn on the Web - WSJ.com

Toyota Motor's new comedy-themed marketing campaign for its 2009 Corolla sedan, to be rolled out on YouTube next week, is as much of a gamble for the video Web site as it is for the auto maker.

While online marketing is growing at a rapid clip, ad revenue for some of the biggest social-media sites such as YouTube and Facebook have failed to meet the sites' own forecasts. Part of the problem is that while they have become a hit with consumers by featuring content that is particularly interactive, they often continue to push advertising options that are far more static -- like banner or video ads on the home page.

Toyota Makes a Sharp Turn on the Web - WSJ.com

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