UNICAST ISSUES Q3 2010 Analytics benchmark report
Video Related Formats Among Top Performers in Interaction Rates for Third Straight Quarter; More Consumers Actively
Sharing Video Ad Experiences with Social Networks
Austin, Texas – Dec. 6, 2010 – Unicast (www.Unicast.com), a leader in online interactive rich media and video advertising solutions, today announced the results of its Q3 2010 Analytics Benchmark Report. The report analyzes 24 vertical industries and 12 online ad formats.
From July through September several hot trends in the video segment emerged and consumers showed a continued interest in seeking out video entertainmentwhile engaging with online ad experiences. According to a recent comScore study, the number of online video viewers in October of this year was 175 million, and the average online video viewing time increased 40 percent. The same study states that video ads reached 45 percent of the U.S. population in the same month.
There is also a growing trend in sharing video ad experiences with personal networks via features such as product shopping within ads, interaction enabled control bars and widgets like Tweet trackers. According to Nielsen, this is especially noteworthy as 90 percent of consumers noted that they trust recommendations from people they know, while 70 percent trusted consumer opinions posted online.
“Third-party validation and recommendations from people within a personal network are worth their weight in gold to an advertiser,” said Dan Berra, VP of business intelligence for Unicast. “Enabling consumers to use embedded features to share a brand’s online ads with their social network in real-time takes that personal recommendation to a new level.”
Other key findings from the report include:
Branded canvas ad formats, which are fully custom interactive units positioned within full-episode video players, continue their leading performance, producing the highest interaction rates and the highest average video view time.
Unicast messenger units, which are served in instant messaging platforms, ranked second highest in interaction rate and highest in average engagement time.
Unicast branded canvas and messenger units have been the top performing formats to date in 2010.
The retail vertical used branded canvas and messenger formats to produce the longest average interaction time at 77 seconds.
Restaurants used branded canvas and messenger formats to have the second-highest engagement time of 52 seconds.
Beverage/Spirits and Finance/Insurance verticals produced the highest average interaction rate for all ads served across verticals.
The full Unicast Q3 2010 Analytics Benchmark Report is available here: http://www.unicast.com/Pdfs/2010-Q3-Benchmark-Report.aspx
Unicast is a pioneer and leader in online interactive rich media and video advertising creation and management offering Internet marketing and online advertising solutions through the powerful combination of its proprietary visualization technology and a full range of campaign optimization services. Unicast's technology and advertising services solutions are powering some of the world's most esteemed brands globally. Unicast is a proud member of the DG family of companies. More information on Unicast can be found at www.unicast.com.
DG provides innovative technology-based solutions to the advertising, broadcast and publishing industries. The company serves more than 5,000 advertisers and agencies through a media distribution network of more than 28,000 radio, television, print and Web publishing destinations throughout the United States, Canada and Europe. DG utilizes satellite and internet transmission technologies, creative and production resources, digital asset management and syndication services that enable advertisers and agencies to work faster, smarter and more competitively. Through its Unicast, SourceEcreative, Treehouse and Springbox operating units, DG extends its benchmark of excellence to a wide roster of services ranging from custom rich media solutions and interactive marketing to direct response marketing and global creative intelligence. For more information, visit www.DGit.com.
Atomic PR, Los Angeles
Senior Marketing Manager