Yahoo! and partner Innovid honored for flexible video ad format that helps brands drive deeper consumer engagement
Video ads are putting up numbers you have to see to believe, like a 47% increase in ad volume year over year, according to FreeWheel. At the same time, more viewers are engaging with long video ads---completion rates for ads under five minutes hit a record 68%. These trends underscore the value of the Extender Video Ads format by Yahoo! and Innovid, which was just chosen as one of five video ad innovations from more than 70 submissions for the first-ever IAB Digital Video Rising Stars competition.
“Yahoo! is very excited to be named the winner of the Digital Video Rising Star award along with our partner Innovid,” said Andrew Snyder, Vice President, Yahoo! Content Solution Sales. “The Extender Video Ads format was developed to enhance the brand experience by putting users in control of viewing more of what they want to see. This is a critical part of our overall video strategy to drive engagement with advertisers across the Yahoo! network.”
Standard video ad placements come in two lengths, 15 or 30 seconds. Extender Video Ads allow brands to easily fit longer video content, like a 60-second TV ad or a three-minute movie trailer, into those shorter ad placements to increase brand exposure, deepen engagement, and driver conversions.
This video shows how it works: A call to action is placed in a standard video ad placement, which the viewer can click on to extend the video spot with added content. The viewer controls the flow of the extended ad and can skip back to content. Extender Video Ads work on multiple screens and provide performance metrics including impressions, interactions, clicks, views, quartiles, and skips.
With video ad spending forecast to grow 38% by 2015, the IAB’s Digital Video Rising Stars Competition is designed to drive innovation in ad video formats and help establish video ad standards. For more information on Extender Video Ads, contact your Yahoo! account manager.