YouTube has its pay-per-view model. Brands are blurring the line between content and marketing. And users have the freedom to watch whatever they want. It’s a win-win-win scenario. The stuff that’s out there is entertaining and no one gets hurt when it’s skipped.
Some brands, and the agencies they hire, understand the online model better than others. Those brands are witnessing loads of online success. It’s hard to say how that translates to real world success, but if your brand is among the most visible online, that’s a good a thing.
Visible Measures has released their Q2 2011 report on choice-based video editing performance, and the results are pretty interesting, even while they’re not all that surprising. Audiences are choosing to watch online video advertisements more than ever before–as much as 600 million times in Q2, which is up 15% from the previous year.
Ad-choice, in this context, refers to video production viewers willingly subject themselves to. That means: no pre-roll, no post-roll, and no auto-play video ads. Visible Measures looked only at video ads where viewers had to click a “play” button in order to see the ad… thus, “ad choice.”
This is the kind of branded social video we’ve been talking about for a while here–where brands skip traditional television commercial-style ads in favor of entertainment content. There’s typically less of a hard sell in these ads, with the branding being subtle or even completely unnoticeable. These videos are designed for more long-term engagement and brand awareness rather than achieving an immediate sale.
So which brands are witnessing the most online success?
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