Solve Media is now offering a new feature called pre-roll insurance, which is designed to allow advertisers and agencies a means to prove ad performance. Similar to Google’s TrueView feature, if consumers don’t want to watch a video ad, they’re asked to type in a phrase (most likely a branded message) that skips them ahead to the desired video.
The message planting is something that’s appealing to advertisers, according to Ari Jacoby, CEO and co-founder of Solve Media. “[The feature] offers consumers a reward for participating cognitively with a brand message.”
“[Consumers] have to internalize [a brand’s message] if they’re going to be typing it in,” said InterContinental Hotels Group’s VP of U.S. sales and marketing Del Ross.
According to research conducted by Solve Media and comScore, 53 percent of respondents said they “zone out” during pre-roll ads, and 47 percent open a new browser tab or window in the interim. Solve Media believes the dollars wasted on skipped or ignored U.S. video ads is somewhere around $33 per second.
InterContinental Hotels Group tested the product last Fall in its Crowne Plaza Hotels & Resorts brand that promoted a Nike golf equipment giveaway. Ross indicated that 78 percent of consumers exposed to the campaign’s display or video ads interacted, whether by clicking on the ad or typing in the corresponding phrase and the pre-roll spots generated more than 50,000 type-ins.
Source: AdWeek
