SYDNEY: Fairfax Digital will give consumers the ability to choose the online video advertising ads they will watch, with the upcoming launch of its 'Ad Selector' product.
Nestle, Proctor & Gamble and Kia have signed on for the launch of Ad Selector on 1 June, which gives consumers a choice between three advertisements prior to viewing Fairfax Digital videos. A default video will play automatically if no advertisement is selected within the given timeframe.
Fairfax Digital head of video Ricky Sutton said: “Overseas research has shown that the Ad Selector model is a best practice solution for online video. We’re incredibly excited about this new advertising tool in the online space, meaning that not only is the viewer both empowered and engaged, but the advertiser reaps the rewards of increased ad recall, brand effectiveness and a more engaged audience.”
Research released this week found online video advertising increased brand awareness by 51% after just two exposures to video ads, according to a report by IAB Australia and Dynamic Logic for Weight Watchers.
Fairfax Digital will run a survey of the format to determine which advertisements and brands prove most popular.
Similar formats have been used in other markets including the US online TV network Hulu.
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