Ribbit Films, the leader in high-def green screen motion stock footage, is observing a strong shift towards video and motion formats in internet advertising. The marriage of video with interactivity poses as a great opportunity for advertisers to reach web surfing consumers in a new and effective way.
Researchers are finding much higher click through rates with various forms of video advertising over still image. The click-through rate for online video ads range from 0.4 percent to 0.74 percent, depending on the video format, whereas the click-through rate for plain GIF or JPG image ads is between 0.1 and 0.2 percent, according to DoubleClick data.
As the creators of green screen motion stock footage, an increasingly popular resource for internet advertising programmers, president of Ribbit Films, Navarre Joseph, predicted this shift in advertising since the opening of his company in 2004. â€œWhen we first started, we were at the beginning cusp of high-def and web viewed TV programmingâ€? recounts Navarre Joseph. â€œItâ€™s no surprise that innovative motion advertising is becoming the medium of choice for internet advertisers. It drives brand awareness and sales so much better. . . when starring at a still computer screen, live action motion ads catch the eye really well, and advertisers have really begun to understand this.â€?
Perceived by some as intrusive, findings suggest that a play button is an important feature with internet video advertising. User initiated video ads that relate to its websiteâ€™s content are what prove to be the most effective. They compel the user to engage with the advertising and instead of being intrusive; they are requested by the consumer and make a better impression. Other forms of internet video advertising include mouseovers, expansions, interactions with the video control buttons and click driven ads — all receiving different click through rates and consumer responses.
If youâ€™d like additional information on this new and interesting angle or to be put in contact with Navarre Joseph, president of Ribbit Films, please contact Stephen Drusano at TheCannonGroup.
Ribbit Films was started by Navarre Joseph and Thomas Jamieson in June of 2004 as the first stock footage company to target the visual effects and motion graphics markets. Today, it is one of the largest and most respected sources of pre-keyed High Definition footage. Its product can be seen in commercials for such companies as Adidas, Ford, Microsoft, and Apple to add dimension to their advertising.