For the upcoming Die Hard DVD release, Moxie Interactive used Addroid to deliver full video banners that produced 3x the average CTR. Running on ESPN, Addroid was able to reach every user, including iPad and Mobile users via one ad unit. By using Addroid, the banner was able to showcase the content with full video and draw in every user to produce 3 times the number of clicks.
Better ads, better results, cheaper placements. What’s not to love?
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A new ad build by tvgla.com for Universal. Our mobile units are unique because we can get a full 15 seconds of autoplay video into the initial unit. Typically the initial will only display video on tap and be a static banner. Check it out and use the QR code to see it displayed in your phone.
Below you’ll see the results of a quick test we deployed via our favorite DSP. We put the actual 40k unit that was used in the Mass Effect 3 campaign up against an Addroid unit that we built ourselves, using video assets we found on YouTube. This was just a short run but look at the results! The Addroid unit shows 2x the CTR over the standard 40k Flash unit.
Head-to-head you can you don’t need a white paper to see that to see that the video unit looks superior to the 40k Flash unit that limited to just 3 images. The question is how much would it cost to produce ads that look and perform so much better?
The chart above shows that with Addroid video banners are now an incidental cost. But, why should you bother to upgrade? Check out how the CTR of the Addroid unit was twice the clicks against the standard 40k banner.
Below is a screenshot from the DSP showing performance. Would you dedicate 2% for double the click through? You can with Addroid!
Steve Auerbach and I showing off the Crowdfunder prize certificate for $12,000 dollars from Peak Hosting. We’ll be cruising all year! FYI: We we’re already using Peak for our tracking server and the box runs like a dream. Also, the support from the team has been fantastic. Thanks Peak!
Making a 300×250 video ad doesn’t take too much thought. Most video is already very close in aspect ratio to the actual source video so to do the cut-down isn’t that challenging.
The question is what do you do for the rest of the sizes? How are you going to get the video to look good in a leaderboard (728×90) or a skyscraper (160×600)?
How the Overlay Can Help
The way we feel works best is to build gutters for the unit and play video in the middle. Below is an example of how we would recommend handling a 160×600.
The blue area above where it says “PNG Overlay” is simply one 160×600 PNG that is uploaded to the platform. It sits on top yet has a hole in the middle that allows the video to show through—see “Video Area”. The draw back of a 160×600 or a 728×90 is that the video area is smaller than a 300×250. However, as you can see, that space can be used for branding, persistent messaging, a call to action and social icons. Additionally each of those can also have their own hotspot.
Below is how we’d handle the same ad as a 728×90.
Basically the same idea just turned on it’s side. Of course if you wish to go full screen (728×90) with the video you have that option. You can even bake the persistent messaging into the video and animate that if you choose. The PNG overlay simply adds a non-compressed graphic overlay to the unit which we feel looks cleaner.
Lastly the PNG overlay can be used even with the 300×250 if you’d like to have branding or persistent messaging on top of your initial 15 seconds of video. An example of that can be seen below.
Here’s the latest version of the the ad builder. We’ve made the UI a little more consistent and added the ability to upload a PNG overlay over the 15 seconds of video. This can be used for logos or as gutters for units like the 728×90 and the 160×600.
The video is in HD so throw that puppy in to fullscreen mode!
On February 23 and 24 I attended the Launch Conference. I wasn’t planning on going at first but at the last minute I decided to buy a table, throw my crap in the car and hit Interstate 5. It was kind of an impulse. I was hoping it would be worth missing the work days back at the office. It was.
I believe it’s now widely agreed that LAUNCH was a success. The quality and quantity of companies was amazing. The elimination of panel discussions is to me the most exciting element of the conference; it’s what differentiates it from the others. There’s nothing in a panel discussion that we can’t read everyday in a blog post. LAUNCH cut the fat and grandstanding which allowed the entrepreneurs to shine. Thank you.
I was lucky to be selected out of the Launch Pad to demo my company on stage by The Groop Creative Director Jose Caballer and Developer Advocate for Google and all around legend Don Dodge. This was an amazing opportunity that added greatly to the social proof aspect as I market my startup to angels and VCs. As I waited to go on stage I hacked my 7 minute presentation down to a few key slides. Tyler Crowley, who as you would imagine was stoic and relaxed as he managed the backstage area, effortlessly loaned me his laptop so I could do the product walk-through part of my presentation live on stage. Incidentally, the requirement that presenters show their demos LIVE, no canned screen-caps, is certainly hairy for the presenter yet adds an important layer of authenticity for the attendees. I’ve noticed certain presentations in other events having to deal with the backlash after realizing their presentation wasn’t real. For this reason, I think it’s best to just put it out there live and deal with the the risk of technical issues. For me, I only experienced a super fast internet connection so my product demo worked perfectly.
After my presentation I faced the judges and their feedback. Ryan Block shared with me that he hates video ads, even though as a publisher he makes his living off them, but gave me the very unofficial award for best hair. I look like a cross between Kid Rock and Rapunzel so I took that as a compliment! Harvey Allison of Attractor Investment Management Inc. said, “I liked Addroid. Again, for me, I think that’s very low risk.” To borrow the catch phrase of the event from Takahito Iguchi CEO of Tonchidot Corp., BOOM!
My time on stage went well and I’ve received a lot of new interest in my company. However, there were a lot of interesting companies at the tables that weren’t as lucky. The Launch Pad (formerly known as the Demo Pit) was a quiet place with little foot traffic. Many tables spent most of the day talking to each other. Lunchtime and end of day were the only real opportunities to reach out and speak with the other attendees who spent the majority of the day tethered to their wired internet connections in the auditorium—wired internet was another great feature of the event. I wonder if there’s a way to encourage more interaction? Ultimately if you’re at a table you’ve got to figure out how to stand out from the crowd and that responsibility will always lie with the entrepreneur. Possibly next year there will be a way to encourage more interaction with the 90 or so startups just outside of the main event.
Click the photo above to see a panoramic view of the Launch Pad.
I’d like to publicly thank Jason Calacanis for not just throwing this event but for creating This Week In Startups. The show has been highly educational for me. I can tell you I would not have been able to tailor Addroid in the way that I have without those 120+ shows. Listening to the experiences of seasoned entrepreneurs and hearing the criticism of pitches is invaluable as it builds an understanding of the parameters that makes a successful startup. I should also mention Mark Suster’s show This Week In Venture Capital. His experience in the industry and spirited pathological candor make the show a must watch for me.
The event was fantastic and I have so much gratitude for my 3 minutes on stage. If you’re reading this and thinking about applying for LAUNCH next year, clearly, I would recommend it.