Posted by Ajay Tejwani | Posted in Social Media | Posted on 16-06-2010
Tags: facebook, google, Social Media, social media strategy, tubemogul, video ads, videos, yahoo
TubeMogul research sample spans 60.2 milion views of 25 major video advertising campaigns that ran identical videos within Facebook ad units (four types) and comparable click-to-play video ad units on publisher sites (i.e. standalone 300×250 ad units). The results were compared based on resulting cost, viewing-time and much more.
Facebook ranked as the 5th most popular video site in April according to Comscore, putting it above other popular properties like Hulu. Surprisingly, Facebook also surpassed other sources, like Google, Twitter, Yahoo and Bing, in video discovery. Video completion rates on Facebook compared with offsite revealed Facebook to have superior completion rates around 40% +, nearly 6-10% higher than offsite views.
Another interesting statistic revealed was that videos related to virtual currency and in-banner video ads in apps were about 20% greater than offsite displays. Viewers on Facebook and twitter were found more likely to share, nearly 2% more, virtual currency and in-banner display videos ads with friends compared to other sites.
In conclusion, virtual currency was the leader in most metrics, including price which makes sense as the views are incentivized. Offer platforms like Gwallet specialize in offering developers an frame with branded videos their consumers can watch in exchange for virtual currency. Virtual currency ads also experienced higher click through rates and turned out to be the best buy on a cost-per-view basis.