Web-based pre-roll needs to evolve beyond the 30 second spot
Today, MediaTel Newsline has published an opinion piece by InSkin Media’s Head of Business Development, Dominic Tillson. In it, he discusses the challenge of creating compelling pre-roll, without alienating the consumer with a negative user-experience.
“Pre-roll often delivers great performance metrics and brand recall, and no doubt has a valuable part to play in the online advertising ecosystem.
The challenge is to ensure that pre-roll ads are remembered positively, and record a genuine interest, not people clicking on them in a fly swatter’s hope of trying to find the content they were looking for.
… there is a lot of potential for intelligently leveraging the explosive growth in video content from an advertising perspective, but we have to collaborate with advertisers and publishers to ensure we don’t kill the next golden goose.”
READ THE FULL ARTICLE ON MEDIATEL NEWSLINE HERE