By: Andrew Chou, MediaWhiz GM of Display Advertising
The entertainment industry is getting quite a boost from display advertising, especially films. The popularity of movie trailers make them a perfect fit for video display.
It used to be that people only saw trailers on television or at the theatre. For some people, a movie preview can actually be better than the film they bought tickets to see. With that in mind, bringing movie trailers online through display and banner ads simplifies the user engagement process. For movie trailers, successful engagement means that upon viewing the online trailer, the user is more likely to go to the theatre to watch the film. How are display advertisers able to obtain this information?
Having the right technology in place is important. In a recent comScore study, it was reported that Flash and Rich Media Ads make up 40% of display impressions. It is unclear if online video display was included in the study. Regardless, QuickTime and other dynamic technologies enable display advertisers to accurately gauge engagement. When users view the trailer, interest in the film can be measured through changes in volume, the number of times it is played and the format it is in.
To further illustrate the significance of video display advertising on engagement, the aforementioned study showed that over 90% of those users served entertainment ads and trailers converted on the ad rather than through a dedicated website. Leveraging this type of technology has an initial cost, but the eventual benefit – increased conversions and enhanced engagement – make incorporating it into a display campaign hard to argue against.