Interruption is a problem with online video advertising.
A statement such as this coming from online users would be expected. That it came from online publishers is a bit of a surprise.
A recent survey of web publishers by eMarketer disclosed that while standardization of web video formats is the largest obstacle, interruption to the user experience comes in at number two.
Of course, in the eyes of the users, interruption to the user experience is problem number one. As I’ve said in the past, people aren’t skipping commercials, they’re skipping interruptions.
Distribute commercials in a way that don’t interrupt the user experience and you’re golden.
Oh, right, that scale thing. How do advertisers scale out their campaigns if they can’t interrupt the users experience? I mean, who clicks on an ad?
Well, obviously, the answer is those who are interested. But as we all know, that doesn’t lead to scale or low CPMs.
What it would lead to is time spent with brand. And as I've been saying for some time now, time spent, or how long, will soon replace exposures, or how many, as the coin of the realm.
According to David Hallerman, eMarketer principal analyst, “Today’s video metrics only partially answer the essential question marketers want to know: Did the ad convince the consumer to buy?”
He’s right. Video metrics can't tell the marketer if the commercial convinced the consumer to buy. But what video metrics can tell the marketer is whether or not the ad had a chance to convince the marketer to buy.
The reason I say this is because to be persuasive, or convince someone to buy something, the commercial first has to be viewed.
View duration can be measured.
If most of the viewers who start to watch a commercial watch the whole thing, the chances of the commercial persuading people increases. If viewers only watch five or ten percent of the commercial, the chance of it persuading people decreases.
Time spent with the advertising can be measured. Is there a direct correlation between time spent with the commercial and sales?
My money’s on yes.
And until there is a direct correlatoin between viewing and buying, it's a pretty good compromise.