Social video advertising company, Ebuzzing, has launched a global native advertising platform to help agencies and advertiser combat banner blindness.
Banner blindness is a problem the display industry has had to combat since day one. Various businesses have tried to grapple with the issue, but comScore’s vCE (validate campaign essentials) Benchmarks study shows their methods still show no signs of success.
The research found that a shocking 54% of ads served were not viewable by users, whereas 60% of internet users failed to recall the last display ad they saw. Relevancy is also a concern as 60% of online consumers revealed the last ad they saw was of little interest.
Hiding Ads in Plain Sight
Ebuzzing hopes that by placing video advertising units among editorial content, an area of the page which is most relevant and viewable to a user, there will be increased engagement.
On the platform, semantic contextual software is used to automatically detect the topics and keywords mentioned in an article before delivering a video ad that is relevant to the copy on the web page, which CEO, Pierre Chappaz, feels will be a real attention grabber.
“Having a format that actually engages and entertains the user is the Holy Grail,” Chappaz said. “An advert or branded video that is contextually relevant and which adds something to the users experience is far more engaging and interesting.”
Scroll-activated Video
To activate the native video ad, a user must scroll past the trigger point in the editorial. Playback will only stop when 50% of the video’s surface is displayed and sound requires user input before it can be heard.
Once the movie has run its course, it will stop. Each advert, distributed through Ebuzzing blogs, is restricted to a maximum length of 30 seconds.
Platform reporting and analytics will track the views and shares generated so marketers can see real-time campaign performance and the amount of earned media accumulated. Metrics include total views, clicks, completion rates and the location of each interaction.