Jupiter Analyst Points to Pre-Roll Done Right
In a post on his blog yesterday, Jupiter analyst Nate Elliott points us towards a site that is doing pre-roll right.
First let me say that I’m a long time fan of Nate’s and his POV on both the online advertising and digital home markets. He gets it. Second, lets point you towards Rochester’s WHAM channel 13, who Nate believes is doing pre-roll better than most.
The site keeps the ads short (all are under 15 seconds), they rotate through advertisers so users don’t see the same ad several times in a row, and they run companion banners for each pre-roll advertiser. They even help their advertisers design custom video ads for use online (in one pre-roll ad, the spokesperson points to the companion banner and says “click here” — corny, but probably effective). The only thing they don’t do well is limit frequency: there’s a pre-roll ad in front of every single clip.
Head on over to Nate’s blog and read the rest of his entries. See why I’m a fan of his, and let us know what you think.
Tags: Jupiter, Nate Elliott, pre-roll, WHAM