SOURCE: Unicast


May 31, 2011 12:24 ET

Video-Related Ad Format Ranks Top of List for Fifth Straight Quarter

Unicast Issues Q1 2011 Analytics Benchmark Report

AUSTIN, TX--(Marketwire - May 31, 2011) - Unicast, a leader in online interactive rich media and video advertising solutions, today announced the results of its Q1 2011 Benchmark Report. The benchmark, which analyzes the engagement and interaction performance of Unicast's ad formats, reports that In-Stream Video was the top performing format in Q1, producing the highest interaction rates and the highest average video view time. This is the fifth straight quarter that a video-related format has been at the top of Unicast's performance list for interaction rate.

"Unicast's benchmark analysis program allows us to evaluate and better provide insights on multiple ad formats and creative executions to key publishers, agencies and advertisers," said James Dillon, General Manager for Unicast. "It's no surprise to us that video-related formats continue to perform so well. The In-Stream format, specifically, is a staple of our business and a format we leverage on behalf of clients globally."

It is reported that users interact more with video entertainment during online ad experiences than any other form of online advertising. According to eMarketer, video advertising is projected to have a 10.5 percent increase in U.S. online spending for 2011 and reach $40.5 billion by 2014. Unicast's benchmark shows that shorter videos (about 10 seconds), multiple video selections and videos with rollover to expand menu bars, saw top performing interaction rates.

Unicast's benchmark also identified key verticals with the strongest interaction rates within an industry category. Retail and Internet Services verticals produced the highest interaction rates in Q1. According to ComScore, online retail spending reached $38 billion for the quarter, up 12 percent from last year. Unicast found that the top five retail campaigns all had significantly high interaction rates, engagement times and a variety of features like multiple videos, polling, shopping, store locators and social media sharing that kept users engaged for a longer period of time.

Engagement time, the amount of time a user spends positively interacting with an ad, has become a key method to measuring overall ad effectiveness in addition to the interaction rate. Unicast's Expandable Units, In-Stream and Banner units returned the highest average engagement time and interaction rate of all formats during Q1. These ads used multiple videos and features like social media sharing, build your own vehicle and locate a dealer in order to produce longer engagement time. eMarketer estimates that 68.2 percent of all Internet users and 50.5 percent of the total US population will watch online video this year.

Other key findings:

  • Unicast Expandable Units ranked second highest in interaction rate while Over-the-Page Units ranked second highest in average engagement time
  • In-Stream Branded Canvas ad formats, which are custom interactive units positioned within full-episode video players, continue their leading performance producing the highest interaction rates and the highest average video view time
  • CPG/Food (59 seconds), Consumer Electronics (48 seconds), and Internet/Services (37 seconds) returned the highest average engagement times of all verticals

Through Unicast's benchmark analysis, the company is able to leverage key findings and industry insights and data to improve the products and services they offer in order to deliver best-in-class campaigns for clients around the world. The full Unicast Q1 2011 Analytics Benchmark Report is available at

About Unicast
Unicast has been providing state-of-the-art rich media solutions for publishers, agencies and advertisers since 1998. Integrating creative support with campaign management and detailed analytics, Unicast technologies empower customers to manage the complex process of deploying online advertising campaigns. Unicast is a proud member of the DG (NASDAQ: DGIT) family of companies -- a multichannel distribution network of thousands of advertisers and media publishers worldwide. Today, our solutions are leveraged globally by some of the world's most esteemed brands, including AOL, Fox Interactive Media, MSN, MindShare, NBC Universal, ABC, CBS, and Initiative Media.
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About DG
DG (NASDAQ: DGIT) provides innovative technology-based solutions to the advertising, broadcast and publishing industries. The company serves more than 5,000 advertisers and agencies through a media distribution network of more than 28,000 radio, television, print and Web publishing destinations throughout the United States, Canada and Europe. DG utilizes satellite and Internet transmission technologies, creative and production resources, digital asset management and syndication services that enable advertisers and agencies to work faster, smarter and more competitively. Through its Unicast, SourceEcreative, MIJO, Treehouse, and Springbox operating units, DG extends its benchmark of excellence to a wide roster of services ranging from custom rich media solutions and interactive marketing to direct response marketing and global creative intelligence.
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