Perhaps the most important – yet often overlooked – component to a campaign’s success is its creative. Broadly speaking, creative production in the online media arena has been constrained (that is, compared to other advertising mediums). And to be fair, what artist wants to paint on a 300×250 canvas with only 15 seconds of animation?
Fortunately, the standard banner era is being displaced by an ever-growing category of rich media and video options that are just crying out for some creative attention. One such option is the video overlay. Since we began running this unique format across our advertising network, MediaNet, we’ve seen campaigns generate up to 15 times the engagement of standard display at only a minor CPM increase.
Take a look at the results from a campaign that we ran for The Partnership at Drugfree.org below:
Recall of the brand:
Association with the brand: