Online video ads may have a halo effect on the display business. That's because sites like MSNBC.com only serve video ads when they're in the "viewable" section of a page, explains Charlie Tillinghast, President and Publisher of MSNBC.com in this interview with Beet.TV.
This inventory placement approach ensures brands are only billed for ads that are viewable, rather than just stuffed at the bottom of a page, as some display ads are. The upshot is click-through rates of about 1%, much higher than the industry average, he explains
The success of this selling approach may rub off on display ads, he says. For more insight into how this strategy could bring more accountability to display and even video ads, check out the interview.
We spoke wit him this week at the the portal's New York offices at 30 Rock.