Tuesday, June 27, 2006 | 3:11:00 PM
Labels: Case studies
Terri Wild from thecarconnection.com was one of the first publishers to beta test click-to-play video ads on her site.
When Wild participated in the beta test, video ads were only supported for the 300x250 Medium Rectangle ad format, so she had to switch to Medium Rectangles from the Squares she'd previously been displaying on her site. (Video ads are now supported by Large Rectangles and Squares as well).
When video ads began to appear on her site, Wild had a positive first impression.
"The quality of the video was good," explained Wild. "It was unobtrusive and complemented the site well. It was the only video content we offered so it was not lost amongst clutter. I knew since it was coming from Google it would be the highest quality visually and technically."
Not only did Wild see a revenue gain from the click-to-play video campaign itself, but switching to the larger Medium Rectangle format resulted in an additional jump in clickthrough rate and a 42% increase in eCPM.
"The AdSense team's research is excellent and they understand how to integrate ads without intruding on the user's experience," said Wild. "All of their recommendations regarding ad size and placement have resulted in significant increases. In fact, our revenues are six times higher than they were a year ago when we had limited Google text ads!"
Wild says she would be excited about showing more click-to-play video ads in the future.
Got an interesting video ads story? Email us. Your valuable feedback allows us to further improve our product for all our publishers. Want to beta test one of our upcoming products? Let us know and we'll keep you in mind.