{"id":17706,"date":"2013-08-06T08:25:30","date_gmt":"2013-08-06T08:25:30","guid":{"rendered":"https:\/\/sundaysky.com\/blog\/positive-brand-impact-and-a-better-customer-experience-with-pre-roll-ads\/"},"modified":"2025-02-18T17:47:09","modified_gmt":"2025-02-18T17:47:09","slug":"positive-brand-impact-and-a-better-customer-experience-with-pre-roll-ads","status":"publish","type":"blog","link":"https:\/\/sundaysky.com\/jp\/blog\/positive-brand-impact-and-a-better-customer-experience-with-pre-roll-ads\/","title":{"rendered":"Positive Brand Impact and a Better Customer Experience with Pre-Roll Ads"},"content":{"rendered":"<p>Recently, Mo Al Adham, CEO of Telly, wrote a VentureBeat article, \u201c<a title=\"3 reasons why digital video needs to rethink its advertising model\" href=\"http:\/\/venturebeat.com\/2013\/07\/21\/3-reasons-why-digital-video-needs-to-rethink-its-advertising-model\/\" target=\"_blank\" rel=\"noopener noreferrer\">3 reasons why digital video needs to rethink its advertising model<\/a>,\u201d in which he argues that pre-roll ads have a \u201cnegative impact\u201d on the advertised brand and that the \u201cdeath of pre-roll video\u201d is looming. I\u2019d like to counter his perspective: pre-roll ads have the ability to positively impact customer-centric brands and drive customer engagement and acquisition strategies.<\/p>\n<p>Adham is right about one thing; online video advertising is currently executed the wrong way, in which it follows TV\u2019s model of delivering one ad to many viewers, ultimately annoying the consumer. I agree that the industry needs to innovate, but not at the expense of the pre-roll ad. Consumers want content and experiences that address their personal interests, ads they want to watch. Matching creative best practices from TV advertising with data-driven intelligence established in the display marketing space in recent years lies opportunity to deliver better, more personalized video ad experiences to consumers, even by pre-roll. While the ability to <a title=\"choose your own ad experience before a Hulu video\" href=\"http:\/\/blog.hulu.com\/2011\/10\/03\/the-power-of-choice-in-advertising\/\" target=\"_blank\" rel=\"noopener noreferrer\">choose your own ad experience before a Hulu video<\/a> starts is a small step toward a personalized experience, many brands are leveraging online video ad platforms to quickly move beyond just contextualized ads repurposed from TV. <strong>Think about it: if given the choice, would you choose a video ad for someone like you, or a video ad created in the moment just for you?<\/strong><img decoding=\"async\" class=\"mce-hs-more\" style=\"height: 20px !important;\" src=\"image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" alt=\"\" \/><\/p>\n<p>Brands recognize this, and are developing ways to influence online purchase decisions with SmartVideo technology, presenting viewers with a highly relevant and personalized experience \u2013 giving consumers what they want when they want it and avoiding the typical annoyance spawned by traditional pre-roll ads. With personalized pre-roll ads, brands combine the power of video advertising with the efficacy of on-site and engagement retargeting \u2013 such as purchase history or email campaign interaction \u2013 to recapture an otherwise lost investment. To retarget properly with pre-roll ads, the video content must be generated in real time and personalized based on segmented, persona, profile and behavioral attributes.<\/p>\n<p>Consumers appreciate the personalized ad experience over a generic pre-roll ad, but businesses need more than that to prove their ad program\u2019s worth. There are numerous ways to measure the impact of retargeted pre-roll video ads, such as evaluating the view rate, video ad completion rate, visitor return rate, surveys and hours of brand engagement. While brand impact and awareness is the common goal for online video programs, smarter, personalized video ads are also measured to be held accountable for direct marketing performance metrics, such as conversions, average order value, incremental revenue and return on ad spend (RoAS). In fact,\u00a0<a title=\"retargeted pre-roll ads have proven to surpass display and other remarketing tactics\" href=\"http:\/\/www.videonuze.com\/article\/office-depot-and-sundaysky-innovating-with-customized-retargeted-video-ads\/\" target=\"_blank\" rel=\"noopener noreferrer\">retargeted pre-roll ads have proven to surpass display and other remarketing tactics<\/a>. Visitors who are engaged with personally relevant ads visit the site, convert and spend up to 10 percent more than equivalent visitors who don\u2019t receive these ads. Brands can use personalized retargeted pre-roll ads to not only bring back website abandoners but also to support strategic customer engagement and acquisition initiatives.<\/p>\n<p>Contrary to Mr. Adham\u2019s point that, \u201cpre-roll ads are not well received by the viewer, which negatively impacts the advertiser,\u201d leading customer-centric brands such as <a href=\"https:\/\/sundaysky.com\/customers\/att-retargeted-advertising\/\" target=\"_blank\" rel=\"noopener noreferrer\">AT&amp;T<\/a>, <a href=\"https:\/\/sundaysky.com\/customers\/cars-com-retargeted-advertising\/\" target=\"_blank\" rel=\"noopener noreferrer\">Cars.com<\/a>,\u00a0<a href=\"https:\/\/sundaysky.com\/customers\/tripadvisor-retargeted-advertising\/\" target=\"_blank\" rel=\"noopener noreferrer\">TripAdvisor<\/a>\u00a0and <a title=\"Cox Communications\" href=\"https:\/\/sundaysky.com\/customers\/cox-communications-advertising\/\" target=\"_blank\" rel=\"noopener noreferrer\">Cox Communications<\/a> are turning to real-time, personalized pre-roll video ads to provide each customer or prospect with relevant information, leading to significantly higher conversion rates, RoAS, and a better viewing experience for the consumer.<\/p>\n<h4>What do you think? Do you anticipate the demise of the pre-roll ad like Mr. Adham, or are you optimistic and believe smarter video advertising means a better customer experience? Feel free to share your thoughts in the comments section below, and stay tuned tomorrow for part two: I\u2019ll share five ways brands can use personalized pre-roll ads for a positive consumer experience.<\/h4>\n","protected":false},"excerpt":{"rendered":"<p>Contrary to Mo Al Adham&#8217;s opinion, pre-roll ads have the ability to deliver positive brand impact while driving customer engagement and acquisition.<\/p>\n","protected":false},"author":7,"featured_media":19805,"comment_status":"closed","ping_status":"closed","template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","om_disable_all_campaigns":false,"inline_featured_image":false,"footnotes":""},"industry":[],"use_case":[104,118],"blog-topic":[78],"class_list":["post-17706","blog","type-blog","status-publish","format-standard","has-post-thumbnail","hentry","use_case-advertising","use_case-marketing","blog-topic-customer-care"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin 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