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Video
Advertising and Your Objectives Earlier this 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. Banners 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%. Pre-rolls. Chief Objectives : Brand Recognition, Lead Generation. According to 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. Sponsored 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 information. To learn more about the popularity of videos within the AICPA Insiders and journalofaccountancy.com, contact Shreyas Telang at stelang@aicpa.org. To learn more about video advertising options and policies, please contact your contact your national account manager or visit advertising.aicpa.org today. Shorter 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 |
