Established online ad exchanges are now aggregating new formats, including pre-roll video and mobile ads, into their inventory. This article examines how the new formats are performing, and how they are changing exchange-traded media.
Sixty-two percent of Web users who view video online prefer professional video to amateur video, a Pew Internet & American Life Project study found. Thirteen percent of users watched video commercials via in-stream placements or rich media banners, the study found.
NBC Chairman Bob Wright yesterday assured the network's employees that no major shakeup was in the works despite a pending deal to merge Vivendi Universal's entertainment properties with NBC. Wright also said he is confident that the Peacock and Vivendi will be able to reach a deal with Barry Diller, who claims Vivendi owes him $2.4 billion.
Pop-up ads generated 13 times more click-throughs and conversions than standard 468x60 banners, according to a study by Advertising.com. The study also found that 728x90 banners had a lower conversion rate than 468x60 banners.