Most Effective Online Video Ad: Pre-Roll Plus Lower-Third Message.

The most effective Internet video ad, according to MTV’s “Project Inform,” is a five-second “pre-roll” spot that airs before a video, combined with a 10-second, semi-transparent message that pops up in the lower third of the window 10 seconds after the start of the clip. The network tested three different ad packages across some 50 million video streams to measure the effectiveness of the various formats. The second most accepted ad placement is the traditional 30-second pre-roll. Although MTV’s “sideloader,” a five-second pre-roll combined with an ad that unfolds from the side of the video window, was deemed not as effective or likeable, it shows some effectiveness in online ad awareness, the network says. MTV conducted the report with InsightExpress, a digital marketing research firm, and tech agency Panache.

CONTACTS AND CONNECTIONS:

• InsightExpress, William Lipnet, Chairman/CEO, 1351 Washington Blvd., Stamford, CT 06902; 203-359-4174; info@insightexpress.com; www.insightexpress.com.
• MTV Networks, Nada Stirratt, EVP Digital Advertising 1515 Broadway, New York, NY 10036; 212-258-8000; nada.stirratt@mtvstaff.com; www.mtvinteractive.com.
• Panache, Steve Robinson, President/Founder, 17609 Ventura Blvd., #300, Encino, CA 91316; info@panachetech.com; www.panachetech.com.

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