5 things I like about Eyeblaster TV…
Recently released in the APAC market Eyeblaster TV is a high impact advertising format that appears over the page. Eyeblaster TV contains video that displays automatically for up to 30 seconds with audio on or off and scrolls with the page. Here’s five reasons why I think Eyeblaster TV will be a success for both advertisers and publishers ..
1. It works for advertisers because it provides a simple solution to TV advertisers in the face of constantly declining TV reach. Eyeblaster TV uses their existing TVC and extends reach online. The high investment involved in TVC production can be amortised across the digital channel.
2. It works for publishers because it gives them new inventory to sell which equals a new revenue stream. Eyeblaster TV does not use existing ad space allowing publishers to monetise their pages more effectively.
3. Eyeblaster TV is measured in traditional media terms – reach and frequency. Death to the click!
4. Opens up opportunities with prized verticals, as Pippa Leary, Managing Director of Fairfax Digital – Media, notes … “Encouraged by technology innovations like FDTV and the growing consumption rates of online video in Australia, we are seeing more categories, including FMCG, move their brand advertising online. Marketers are harnessing the incremental reach garnered through a predominantly light commercial TV viewing audience on our network.
5. You can run customised skins to enhance the brand impact, my favourite example of this:
completely agree! great format, easy to manage.
Great! So it works for advertisers, and it works for publishers, but what about the consumer?? I saw the ING ad on the SMH page this morning and thought it was rather intrusive, in my face and at a time when I was interested on the content I was pulling and not on what you were trying to push.
Consumers realize content is free so they are becoming more flexible with advertising. This is designed in a way so it does not appear over the news articles but on the far right side of the page. I think there is going to be a big uptake from this format.