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PointRoll, an interactive banner ad company and Ford have announced results of their “contextually-relevant in-banner video ads” used for Ford’s Drive One campaign.  According to a press release from PointRoll, interaction rates rose 74 percent for expandable video ad units and nearly doubled for non-expandable video ad units as compared to industry benchmarks.  Non-expanding ad units allow video plays within the banner, and with expandable ad units the video expands outside of the banner when a user rolls over it.

Ford seems pleased with the results of the online video marketing campaign.  Scott Kelly, Digital Marketing Manager, Ford. “We are looking forward to working with PointRoll on future campaigns as we continue to innovate and expand our use of contextually relevant ads.”

CAMPAIGN RESULTS

—  On average: Users spent forty percent more time with the Ford brand in comparison to traditional industry benchmarks developed by PointRoll.

—  Non-expandable video ads: Typically, 4.5 percent of consumers click,  rollover or take some sort of action with a video ad. This almost     doubled for the non-expanding video ads in this Ford campaign, with 8 percent of users engaging with the ad and taking action.

—  Expandable video ads: Additionally, 15 out of every 100 users that  expanded a panel actually started a video, and the percentage of users that completed the video in full topped PointRoll benchmarks by more  than 10 percent.

The campaign results provide fresh evidence that smart video marketing engages prospects and help companies sell more.  We should all expect to see much more online video in the form of banner advertisements.

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