Video extender
Video extender formats are simply too cool to ignore. A small button allows you to drag and expand the video over content to any size you want, and the video continues to play while being resized. This ad format is designed to provide the ultimate user experience while dragging the video. User engagement with these video ads is phenomenal, with dwell rates 103 percent above polite banners and average dwell duration is 39 percent above polite banners.
Video extender allowed Motorola and CBS to use a video on a text site in a highly engaging way. This campaign used a relatively long video asset, and long video constrained to the size of the banner can be a drag. With the video extender, Motorola created a modular, nonintrusive video that allowed users to access the large, high quality video that boosts recall.
Conclusion
As users shift more time from traditional media such as magazines and newspapers to online advertising, advertisers must recognize ad format as a quintessential part of the creative. From the tiny messenger ad to the home page takeover, the right ad format can really make a difference for your brand.
Michael Tuminello is senior manager of product planning at MediaMind.
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"Blank billboard on blue sky" image and "Construction site crane" image via Shutterstock.
