Video ads 'engage with consumers'
Category: Rich Media
April 10th 08, 11:43
Marketers looking to enhance their consumer engagement should consider video advertising, the Internet Advertising Bureau (IAB) has suggested.
Jack Wallington, programmes manager at the IAB, said that the format enables a more involved relationship with web users than other marketing strategies.
"Online video advertising allows for engagement with consumers like no other format," the expert claimed.
People who watch multimedia content online are likely to be receptive to short ads relevant to their desired content, Mr Wallington explained.
A report from Forrester in July 2007 discovered that 52 per cent of people spent more time viewing content on the web than TV programmes and adverts.
The analyst predicted that the pan-European online advertising market could double its 2006 worth by 2012, reaching £10.8 billion in the next four years.
Depending on the publisher, the cost of video advertising can vary, he added, noting that "the better the content and offering, the higher the premium".
This news story was brought to you by Bluhalo, a leading UK digital agency.
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