In an attempt to find the best possible way to deliver advertisements to internet users without annoying them, come September will see websites like MSNBC.com, Yahoo.com, and Hulu.com allowing their visitors to decide which ads they want to watch before the video they actually want to watch.
This new ad-selecting tool called ASq aims to improve customer targeting by letting video viewers decide which of three sponsored ads are most relevant to them. Though there will still be a section of consumers who will not welcome these ads, it may help websites command higher rates while letting sellers attract and improve their client list. Now marketers will have to carefully plan their video ad campaigns for websites that will indeed help them increase consumer targeting through the ASq ad-selector.
Google is yet to decide whether to adopt this format for YouTube, because the potential power of video ads on Google sites can not be ignored. The latest online video ranking reveals that Google sites had the most unique video viewers and the most video-viewing sessions in June. Video ads on Google also reach a commanding 15.4 percent of the U.S. population.
Developed by VivaKi, the digital media branch of Publicis Groupe, ASq has been tested on the new Hulu designed format and research results show that users are twice as likely to click an ad when given a choice
Microsoft’s Global Research Director, Beth Uyenco Shatto says “when you give people a choice, they tend to love you because you’re showing them respect. If it wasn’t for advertising, they wouldn’t be getting the content for free.”
If successful this step may boost the development of the $3.1 billion global video advertising market, an already fast-growing sector.