called a "ticker," as well as an "endcap," which provides a number of
clickable options at the end of a video clip. The options could lead
to a video ad, other video content or even a game. Videoegg's ads cost
about $10 to reach a thousand people, while conventional pre-roll ads
cost $20 to $50 to reach the same number.
Omnicom Group (nyse: OMC - news - people ) subsidiary Organic used
Videoegg's technology for a promotion last year for Fox TV's The O.C.
that ran on Videoegg's ad network and portal sites including Time
Warner's (nyse: TWX - news - people ) AOL, Viacom's MTV and News
Corp.'s (nyse: NWS - news - people ) MySpace.
If a viewer clicked on a ticker at the bottom of the screen, the video
they were watching was automatically paused and a new screen opened
where the viewer could watch a promo for The O.C. If the viewer didn't
click on the ad, the endcap at the end of the clip offered them the
option of watching a preview for an upcoming episode.
Fox netted a 5% click-through rate from the endcap and 6% to 8% for
the overlay, according to Rick Corteville, Organic's executive
director of media. That represented a far better audience response
than the 0.2% click-through rates that eMarketer says is typical of
static banner ads.
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