Engagement with interactive online video ads can be tremendously high if targeted to the right consumer, said panelists during the Beet.TV online video leadership summit in New York last month.
As an example, Tremor Video has added interactivity in Spanish to a commercial for a top beverage maker and has seen an average engagement of 80 seconds with the interactive portion of a 15-second pre-roll, said Jason Krebs, Chief Media Officer for Tremor, during the panel.
The entire engagement slate is in Spanish for an English language ad, so the engagement is clearly targeted for multilingual consumers, Krebs explained. Interactivity in online video ads often takes the form of clicking to learn more about different aspects of a brand.
The creative carries a huge amount of weight in making this type of interactivity and engagement work, said Dave Marsey, Senior VP and Group Media Director at Digitas.
In addition, interactivity can make a video buy work harder, so marketers are often willing to pay more for that lift, said James Kiernan, Senior VP and Managing Director at Zenith Optimedia, in this segment.
Disclosure: The conference was sponsored by Tremor Video and hosted by Digitas.