More than 25% of all video viewing in U.S. broadband households now occurs on platforms other than the television, such as PCs, smartphones, and tablets, according to research firm Parks Associates. Santa Monica, Calif.-based GumGum is looking to monetize photos on Pinterest Pinboards using their in-image video advertising platform.
Hundreds of Web sites, from Time Warner to Hearst to Glam Network have turn photographs into interactive video experiences by overlaying text, banner or Flash ad units on top of the images. It puts new inventory on the page through a still photo. Brands have begun to sponsor certain images of celebrities, sporting events, and politicians when they drive traffic from being in the news.
GumGum claims to garner user engagement through targeted campaigns that yield 20 times the click-through rate of traditional ad networks. To promote “The Ringer,” a thriller series starring Sarah Michelle Gellar, an overlaid interactive ad was created on the bottom of existing photos. Read more…
The goal of the campaign was to drive viewers to the show by generating awareness, and generate social shares to Facebook and Twitter and the show’s official site. Some of the success metric, for example, includes:
- Play rate at 89.75%
- Play-to-completion rate of 60.03%
- Click-through rate on nearly five million impressions reached .64%
What do you think about putting video ads in photos to promote your brand or product? Let us know what you think in the comment section below.