PointRoll says Ford in-banner video ads drive interaction

Digital marketing services and technology provider PointRoll said its in-banner video ad campaign for Ford’s Drive One campaign saw interaction rates rise 74 percent for expandable video ad units and nearly doubled for non-expandable video ad units, compared to industry benchmarks.

The campaign included both non-expanding ad units, in which the video plays within the banner, and expandable ad units, where the video expands outside of the banner when a user rolls over it. The ads were served on contextually relevant sites, where the ads’ subject matter relates directly to the content the consumer is already viewing on a webpage.

The wholly-owned Gannett subsidiary said that users spent 40 percent more time with the Ford brand in comparison to traditional industry benchmarks developed by PointRoll. PointRoll said eight percent of consumers, nearly double the expected 4.5 percent, rolled over, clicked, or took some action with the non-expandable video ads, and 15 percent of users who expanded a panel actually started a video.