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How best to make online video ads truly interactive

Art direc­tors want­i­ng to get the best out of video adver­tis­ing for their online adver­tis­ing agen­cies might do well to heed some new “best prac­tice” guid­ance from eMar­keter. The rise of inter­ac­tive It’s no secret that inter­ac­tive video adver­tis­ing is grow­ing. Video ad man­age­ment firm VINDICO’s data shows that dig­i­tal video ads fea­tur­ing some form of inter­ac­tiv­i­ty leapt from 2 per­cent in Jan­u­ary 2013 to 11 per­cent in June. Its pres­i­dent, Matt Tim­o­thy, explained that the share of video ads fea­tur­ing inter­ac­tiv­i­ty dou­bled between 2012 and 2013 and he expects it to dou­ble again next year. Dig­i­tal video ad spend­ing is grow­ing sharply accord­ing to eMarketer’s research, and its share of the total dig­i­tal dis­play bud­get is set to climb from this year’s 23.4 per­cent to 30.7 per­cent in 2017. And that means that it’s more impor­tant than ever to under­stand the best prac­tice in how to make video ads gen­uine­ly inter­ac­tive But pret­ty much all art direc­tors would prob­a­bly con­sid­er them­selves rook­ies when it comes to inter­ac­tive video. Today’s inter­ac­tive video ads involve an active two-way, give-and-take com­mu­ni­ca­tion between adver­tis­ers and con­sumers. And eMarketer’s new guide, “Inter­ac­tive Video Adver­tis­ing: Sev­en Best Prac­tices for a New Ad Chan­nel”, sets out…

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