Tribal Fusion Sees Online Video In A New Way

By: Adaline Lau, Hong Kong

Published: http://www.marketing-interactive.com/news/17932

Hong Kong - Digital ad network Tribal Fusion has introduced a new model for online video to ensure advertisers only pay when a user launches or views the content.

Andrew Wong, business director for Tribal Fusion Greater China, said pricing model for most video ad formats are usually based on cost per impression but Tribal Fusion's cost per play model aims to incentivise advertisers to sign up as they can calculate the effectiveness.

"Every dollar they spend, they engage the user," he added.

According to a November 2009 Eyeblaster report, online video advertising spending is projected to quadruple in the next four years.

In the past four years, video impressions have grown tenfold, growing 60% faster than rich media impressions.

While video advertising is set to be a growing trend, Wong said he's not seeing a lot of online video advertising in Greater China.

He said marketers are not fully utilising the technology to engage audiences online and some video ads are simply the placement of TVCs in online spaces.

Wong added there is a lot of potential to grow online video advertising here.

Pawan Goyal, managing director, Asia & Middle East for Tribal Fusion added if you see current video advertising solutions they are around pre-roll or post-roll advertising.

He said there are several problems with this format as brand advertisers are not comfortable showing their video ads on user generated videos and quality video inventory is very scarce.

"In these formats user is forced to see the advertising even if he is not interested. There is no interaction and pretty much like watching ad on TV," he said.

Goyal said full engagement video allow teaser ads to be shown in standard ad units where inventory is not an issue and advertiser' videos are shown only on high quality and brand safe content pages.

He said complete video ads are initiated only when the user is interested and advertisers can provide multiple options to users to engage and drive them to different landing pages or show them different video ads, which will increase the level of targeting and engagement compared to TVCs.

The full engagement video solution is available in key Asia Pacific markets such as Hong Kong, Singapore, Malaysia, India, Philippines and Dubai.

Clients that have signed up include Nokia, Proton and Singapore Youth Olympics.