Page 293 - Introduction to Electronic Commerce and Social Commerce

9.5 Online Advertising Methods: From E-Mail to SEO and Video Ads 279

Video Ad IN-BANNER IN-TEXT
Experience IN-STREAM VIDEO VIDEO VIDEO

LINEAR VIDEO ADS NON-LINEAR VIDEO
Core Video ADS Rich Media Rich Media
Ad Products (Pre-rolls, takeovers) (Overlays, bugs)
REFERENCE (A) REFERENCE (B)

Ads running in parallel to Video triggered Video ad delivered
Ads take over the full
Consumer video content experience within the banner, when users choose
Ad Experience video experience and do not take over the full often expanding to mouse-over
for a period of time
video experience outside if the banner relevent words
Identified as a
Within the Web page,
Ad Product Before, between, after video During, over, within video generally surrounded highlighted word
Placements content content found within
by content
relevant content
Companion
Ad Products Text, Banners, Rich Media, Video Player Skins Surrounding the
Tied to Core Video Experience None None
Video REFERENCE (C)
Products

Figure 9.4 IAB model of video advertising. Source: Interactive Advertising Bureau. “A Digital Video Advertising Overview.” January 2008. iab.
net/media/file/dv-report-v3.pdf (accessed April 2016). Used with permission

Example: Crash the Super Bowl Video Click-Throughs
Doritos runs an annual online contest, inviting fans to create VideoClix.tv and Clickthrough.com have developed tools
their own Doritos ads. The winner gets a bonus prize of up to that allow people who watch videos to click on any person,
$1 million and their ad airs during that year’s Super Bowl. In place, banner ad, and so forth in the video.
2010, Doritos invited Pepsi Max to be a part of their fourth
contest, receiving over 3000 entries. In 2013, the contest was
moved to Facebook, attracting over 3500 submissions and Live Interactive Videos
In live interactive videos, you can see certain events in real
over 100 million views. In 2013, for the first time, Doritos
took its contest global, opening it to fans worldwide. This time, and sometimes interact with those in the video. For
example, GE presented the company’s annual report in a
resulted in a huge advertising effect.
banner ad during a live Webcast of its annual meeting.
Viewers were able to interact with the presenters, asking
Interactive Videos
questions or making comments.
The term interactive video refers to a technique that is used
to mix user interaction with videos. The interaction is con- Example: Interactive Dressing Room
Metail.com created an interactive online video dressing
trolled by a computer for entertainment, advertisement, or
educational activities. Interactive videos are popular because: room. It includes a wide variety of women’s fashions and
styles. The animated models appear with your selected
• Increased bandwidth enables rapid downloading of videos brands, and you can control their movements (e.g., turn them
• Good search engines find videos that have been developed around). For details, see metail.com.
• Both the media and advertisers have increased the use of
videos
• Incentives such as contests and gifts are offered for the Augmented Reality in Advertising
use of interactive videos
Augmented reality (AR) can be utilized by advertisers and
The following are representative types of interactive videos: marketers, especially in the fashion industry.