Jivox, who is in the business of multi-screen interactive video advertising technologies, released a recent report that, no surprise, says their distinct brand of on the internet video pre-roll advertisements are way more successful than those sort of common video pre-roll advertisements you are used to. You know, the non-interactive ones. I am not knocking Jivox, but when a firm puts out a study touting how fantastic their platform is with their own data, effectively, you know it needs some skepticism and that’s my job. This is why you ought to constantly get an impartial third person opinion or state that your benefits are not indicative of the whole sector.
Jivox added a new metric called “Brand Engagement Lift,” which is supposed to measure increase in engagement based on viewer interaction time with pre-roll advertisements.
Jivox analyzed for Brand Engagement Lift 259 pre-roll campaigns delivered on its platform among 2010 Q4 and 2012 Q2. The campaigns were randomly distributed across all vertical business segments – auto, entertainment, consumer items, retail, technology, customer electronics, economic, and telco vendors.
The Brand Engagement was computed using data gathered about the “100 percent viewed event,” a timestamp that records when a viewer has played 100 percent of the ad video. To derive the campaign’s typical elapsed time for the “100 percent viewed occasion,” the cumulative elapsed time to reach the 100 percent occasion was divided by the total quantity of 100 percent viewed events.
So fundamentally it appears to be far more or less than 100% time compared to the duration of the video ad. So if you have got a 30-second video ad and the viewer interacts with it for 45 seconds that would be 150% I guess. Oddly, in the chart for the results, retail and consumer electronics are not present from their vertical list in the methodology even though mobile, which was not listed is. That, to me, implies sloppy reporting. Just a minor discrepancy I suppose.
The Jivox Extended Brand Engagement
Across the 259 campaigns the typical extended engagement time was 149% and the peak was 259% Weird, no? The biggest peak of the data was at around 101-105% with yet another smaller peak at 142-146%
By Vertical, financial saw the lowest obtain about 130% while entertainment saw the highest at about 160%.
Nevertheless, I’m skeptical. I mean I comprehend how interactive video ads could grow with advertisements, specifically if they are targeted to a very relevant and interested audience. But when I watch video on the web, the issue I want to do the most, is get past the ads and watch the video content. Possibly I am weird, I don’t know. I did just play a trivia game twice on Hulu in order to watch the video content with no ad breaks but I don’t know that the 4-question trivia point took more or less time than the ad would have as I did not watch the ad or time the game. However, I did do it because it helped relieve the discomfort of 55 ads per viewer per month, Hulu’s average according to comScore. I just think it strange that all verticals and apparently all the campaigns had greater engagement across the board. That is the component that appears odd to me. I am also truly curious who had the 259% engagement and what kind of ad campaign that was.
The Jivox Interaction Outcomes
The complete point of the interactive video advertisement is to have the viewer interact with the brand and hopefully raise factors like brand awareness, favorability, engagement, etc. Jivox’s numbers say that the engagement with the brand sees massive uplift, but the report mentions nothing about awareness or favorability. So genuinely, they are simply analyzing data in a vacuum with out providing any insight into how this added time or interaction level impacted the perception of the brand or regardless of whether the viewers are more most likely to buy a product, etc.
The report also incorporates some information about interaction rate, which was 7% as opposed to 1.two% for non-interactive pre-roll advertisements (unverified quantity from the Jivox report).
By far, the most frequent interaction was a “custom” one totaling 71%. Of these, the “other” category took 53%and the largest of all interactions was to watch a trailer which was 15% of the custom interactions for ten.65% overall. The next closest interact was to like on Facebook at 9%. Subsequent was becoming a follower on Facebook at 7.81% and then sharing on Facebook at 7%.
Obviously, Facebook is the interaction that really should be integrated in all interactive marketing according to the Jivox information. Although I am curious if there’s overlap in liking some thing on Facebook and becoming a follower since when you now Like a page there you are technically following it, appropriate?
Surprisingly, SMS info did well with 6% although, not surprisingly, Google Buzz, bookmarking and Myspace sharing all totaled zero percent. Embed the URL also got no adore.
In terms of purchases, 6% of the custom interactions, or 4.26% of all interactions, was to purchase some merchandise. Once more, I’d be interested to know what type of products, naturally not the specific products. I think about it was most likely movie tickets as the “tickets and show occasions” custom interaction did practically as nicely at 2.84% of all interactions.
That is a Wrap
All in all the analysis outcomes are extremely constructive, however have to be thought of as only pertaining to the Jivox platform, because that is where all of the information was collected and who it was collected by. Maybe some vague comparisons may possibly be produced to the video industry at significant, but it does not seem like there was any kind of handle group for them to establish a baseline on non-interactive advertisements which means that we can only guess at what the baseline would be. Whilst the brand engagement uplift was stated as getting 48% on typical we can only assume that the baseline for that is 100% because we are talking about pre-roll advertisements. That then does not take into account any type of abandonment of the ads, and so on.
Also, the Jivox platform permits for modifications of interactions on the advertisements mid-flight simply because their actual-time analytics give you information that can support you optimize the campaign with a two-hour lag time. So of the 259 campaigns they tracked for this investigation, how many had been optimized mid-flight and what kind of uplift was observed between the original advertisements and the optimized interaction advertisements? It really is all a mystery as none of that was addressed. 1 would presume that, since the campaigns could be optimized, they were optimized and so then all of the numbers in this report are optimal benefits.