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Advertising and Your Objectives
Find out how video on AICPA digital properties can help build your
brand, generate leads and increase awareness about your services.
by AICPA Custom Media Solutions
year, the AICPA Media Solutions team surveyed our advertisers to
ask them what objectives they would like to achieve through video
advertising campaigns on the AICPA properties. Customer education
through thought-leadership, branding and lead generation via clicks
were three important marketing objectives for advertisers.
Over the last
few issues of the CPA Marketing Insider, we looked at the
high traffic the video pages on AICPA Web sites receive and also
at some of the innovative design tweaks the AICPA Insiders made
that prove the popularity of videos amongst our readers.
In this article,
we will take a quick look at how advertisers can take advantage
of existing sponsorship options and the reach of videos to meet
the three objectives we discussed.
Surrounding AICPA Videos. Chief Objective : Brand Recognition
The AICPA Insiders
Video Snacks and the videos on journalofaccountancy.com have the
capability to display banners around the videos as they play. For
advertisers who prefer to use their existing banners to be displayed
in front of the viewers of our videos, this is an economical option
to build their brand recognition on pages with
high traffic and viewer engagement. Banners surrounding the Video
Snacks have an average CTR of 2%.
Chief Objectives : Brand Recognition, Lead Generation.
recent studies conducted by MTV Networks, Break Media and the ad-insertion
platform Panache, 30 second pre-rolls have been determined to be
one of the most accepted and effective video advertising options
with surprisingly high click-through rates* (see links to articles
below). Whether you want to build your brand or generate clicks
to your Web site, pre-rolls are a great option for AICPA advertisers.
Consider the CPA who is about to view a video about choosing tax
software — the impact of a pre-roll advertisement from a tax
software company is much higher than a standard banner.
Videos. Chief Objectives : Brand Recognition, Lead Generation, Thought-Leadership.
The most effective
option for building brand recognition, lead generation and shaping
knowledge is a full-length sponsored editorial video. An industry
expert or company representative can demonstrate in an objective
manner how CPAs can benefit from a certain concept/service/product.
This is along the lines of a Sponsored Editorial in the AICPA Insiders
or a Special Focus Report in the Journal of Accountancy –
except that it would be in a video format. At the end of this video,
as an advertiser, you will have the option to include a post-roll
that will encourage viewers to click to your Web site to get more
To learn more
about the popularity of videos within the AICPA Insiders and journalofaccountancy.com,
contact Shreyas Telang at firstname.lastname@example.org.
To learn more about video advertising options and policies, please
your contact your national account manager or visit advertising.aicpa.org
Pre-Roll Plus Lower 1/3 Tops Among Best Ad Units for Short-Form
Online Video, According to New MTV Networks Study ('Project
Inform' Identifies Most Effective, Audience-Friendly Ad Products
for Short-Form Online Video) : http://www.panachetech.com/news/20090615_MTVPressRelease.press
Media and Panache Test IAB Video Formats