Ken Liebeskind over at Clickz.com is reporting that CNN.com is testing longer in-stream video ads. On inauguration day, a 60 second ad for Starbucks appeared in a video featuring President Obama's speech.
It should be interesting to see the results of the test, especially for a news organization. The inauguration wasn't exclusive to CNN. About the only thing I'll wait for is an in-stream ad while I'm watching a TV show online. And that usually only happens on the rare occasion when I'm trying to record too many shows at the same time on my DVR, which can only handle two tuners at a given time.
But how should the results be interpreted? It's hard to imagine that a longer ad would increase conversions, but many advertisers might use in-stream ads as branding anyway, especially since that's what television advertising (the "other" video advertising) is primarily used for.
CNN is in prime place to conduct this testing. Last spring, they led the field in news video searches, beating Google (and YouTube), MSNBC, Yahoo and MSN.com.
Trick or Tweet for CNN
CNN to Bring Online, Mobile to Upfront Party
CNN's Deal with Internet Broadcasting Reflects New Realities for Local, National Media
MSNBC Digital Network Becomes Number 1 News Site
Optimising Digital Marketing Campaigns with Search, Social and Analytics
At SES London (9-11 Feb) you'll get an overview of the latest tools, tips, and tactics in Paid, Owned, Earned, Integrated Media and Business Intelligence to streamline your marketing campaigns in 2015. Register by 31 October to take advantage of Early Bird Rates.