Posts tagged with Eyeblaster

Eyeblaster: Video ads don't work in social media

Online video may be providing some much needed ROI for advertisers desperate to reach online viewers, but video ads do not work universally across platforms online. According to ad server EyeBlaster, video ads are not performing well in social media.

Why is that? Well, for starters, people don't spend enough time lingering on specific pages in social to view them.

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Are brand advertisers dwelling on the wrong metric?

Most brand advertisers accept that the click-through rate is far from the perfect metric. But it's easy to understand and easy to measure, which offers some comfort. And that means that the low click-through rates (CTRs) associated with display ads aren't always so comforting.

Even though it's logical that there's more to display advertising efficacy than CTRs, the absence of widely-accepted alternative metrics is a problem.

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