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interactive Archives - The X Gene

Effectiveness of video and ads online

Length, Placement & Rolling Over: How Do You Perfect A Video?

By | Advertising, Research, Video | No Comments

We know video is the best one of all the ones. Radio is audio. Design is static images. Copy is reading word. Video combines all of those, and moves! C’mon!

Still, proof is better than jabbering unfounded, so we’re gonna show you some examples not only of the effectiveness of video, but how to achieve the optimum effectiveness. (Hint: it’s half science, half art, just like The X Gene)

The Interactive Advertising Bureau is like our mothership. Their research council undertook a study to see just how long a video should be, and where the best place to pop it is. Here’s a quick overview, but click the link below to see the gritty details:

  • 15 seconds appears to be an optimal length for digital video creative in the pre-roll position. 5-second spots had trouble conveying a message; while 30-second spots risked turning off a viewer waiting to watch something else.
  • 30-second spots do well at conveying a complex or emotionally resonant message, but work best in user-initiated placements (where the user must take an action, like clicking on an ad or rolling over an in-text link, to begin playing the ad) where viewers display more patience for long messages.
  • Pre-roll, in-text, and in-banner video ad placements can all contribute to achieving the goals of a campaign; however, different placements may perform optimally with different creative lengths.

LINK: IAB Digital Video Ad Effectiveness Case Study

Equipment science and video on a table

Web Video Trends in 2013

By | Technology, Video | No Comments

We just sent this information to a client, but thought it was valuable enough to share with you. This is stuff we’re seeing more of, or just really excited about in 2013.

Responsive/Adaptive websites
Site design that adjusts itself based on the screen it’s being viewed on. We know a web agency that create tile based sites that slide around and reposition themselves on different screens and different orientations. Cool!

 

In-browser applications
The idea that content or programs run exclusively in a web browser, with little to no plug-ins. With HTML5, this seems to be more and more achievable.
Important for an audience that may only have a computer, a browser and the internet.

 

Interactive video
Video that doesn’t just play from start to end in a linear fashion once you click ‘play’, but instead can be clicked on, through and around to create branched, more inclusive, shorter interactions.
Exciting for us, because we can break people out of ‘sit and watch’ and get them to actually play around with the video. Think of choose your own adventure, online, as video.