Interactive Video Ads Case StudyPublished: June 2010 | By Yahoo!
Many
pharmaceutical companies have extensive libraries of direct-to-consumer
TV commercials designed to provide consumers with deep and engaging
information regarding their products. However, given some of the
historical limitations of online video advertising, those assets have
previously been limited to their original usage on TV.
Yahoo!
Enhanced Interactive Video Ads made it possible for one pharmaceutical
company to repurpose its existing TV commercials to benefit from
online’s reach, interactivity and measurability.
The Challenge
Pharmaceutical
companies trust television to offer an effective ad platform to inform
their audience about their products, but they also want the unique
benefits of digital marketing. Online advertising has tremendous
potential for growth, and advertisers appreciate Yahoo!’s ability to
help them measure and understand their customers.
In particular,
this industry wants to share the benefits of its products while ensuring
that each consumer is fully informed before he or she heads to the
doctor’s office.
Pharmaceutical companies traditionally have not
used online video ads because of some of the associated space and format
limitations.
One forward-looking pharmaceutical giant, however,
found a way to repurpose its high performing TV commercial into an
online format by using the informationrich features of the Yahoo!
Enhanced Interactive Video Ad unit.
The Solution
The
pharmaceutical company repurposed an existing cardiovascular drug
commercial to play on the Yahoo! Enhanced Interactive Video Ad and used
the advanced features of the ad format to augment the commercial asset.
The
format’s first brand element was a five-second introductory ad that
resolved into a banner above the video player, providing immediate and
persistent brand exposure for the cardiovascular drug during the video
content’s entire run. This feature also resulted in a click-through rate
that was two to three times higher than traditional video ads.
A
click on the banner launched a rich media canvas that was completely
integrated into the video player experience. It featured the video ad,
for which the company repurposed an existing television commercial. As
the video ad ran, the pharmaceutical company’s product information
scrolled automatically in a special disclosure field below the video
window of the unified ad canvas. After the auto-play, consumers could
replay the video ad and scroll through or download the additional
product information as many times as desired. Additional ad elements
allowed the pharmaceutical company to provide a click-through to their
promotional and informational website and a downloadable pdf, including a
discussion guide for the consumer to print and share with his or her
doctor.
In addition to being highly engaging, the Yahoo! Enhanced
Interactive Video Ad campaign was also very efficient. The
pharmaceutical company used Yahoo!’s targeting capabilities to reach
consumers who may have been specifically interested in its
cardiovascular drug product.
The Results
Additionally:
- More than 40 percent of those users who saw the interactive ad canvas stayed for the entire 60-second video
- 58.8 percent interacted with the supplemental content rollover
- 8.3 percent interacted with the scrollable disclosures module
- 3.6 percent clicked on the call to action button*
With an advanced online video advertising solution that allows advertisers to repurpose their television commercials while providing additional product information, Yahoo! was able to help this pharmaceutical giant get to market quickly with relatively little cost.
Interactive Video Ads Case Study*Source: Yahoo! internal data, October-November 2009; interaction event defined as user clicking or rolling over ad components.
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