F.Y.I.

CommBank dabbles with video ads

Commonwealth Bank is experimenting with a new form of video advertiisng in a deal brokered by media agency Ikon.   

The announcement:

SAY Media (formerly VideoEgg <http://www.videoegg.com> ), the modern media company, and Ikon Communications <http://www.ikoncom.com.au/> , one of Australia’s leading media agencies, today announced they are collaborating to power an online ad campaign for Commonwealth Bank <http://www.commbank.com.au/> .

Ikon’s creative will be delivered as a market first by SAY Media’s AdFrames Spark <http://www.videoegg.com/experience> video ad unit offering a user-initiated, video playback experience that delivers high-impact, mass audience reach at a low cost to the client. AdFrames Spark features unique sound effects and visuals to notify users that an ad will launch, thereby qualifying the audience that elects to view the Commonwealth Bank ‘fix problems’ bulldog advertisement. Once initiated, the unit plays a full 30-second video ad; and optional full screen Flash video, replay and click to site.

The campaign is running across the SAY Media’s Engagement Network and is part of Commonwealth Bank’s ‘Determined to be different’ campaign.

Andrew Murrell, General Manager Channel Marketing, Commonwealth Bank, said, “As a leading market innovator we are committed to supporting new technologies which enable us to deliver enhanced communications to our customers.

“SAY Media means consumers who view our ads are interested parties and thereby more likely to be open to the offer or product – we are essentially further qualifying them before the ad even launches” Mr. Murrell continued.

“Viewers now watch video across a wide variety of devices, so we’ve evolved our approach by developing a team of highly trained video specialists who now plan and trade across all video channels,” said Ellie Rogers, National Digital Director at Ikon Communications. “As we began investigating potential video distribution partners, SAY Media was one publisher who struck us as innovative. Their ‘Spark’ ad unit was one of a series of initiatives that we are keen to test in order to better understand how consumers are engaging with video online.”

“Ikon is the perfect partner for us in this project for Commonwealth Bank and its clear that they understand the value of offering a genuine, qualified, user-controlled video advertising experience that can be delivered (and measured) at scale. The company has clearly defined objectives in mind and they push us to help them develop first-to-market solutions to achieve their goals,” said Duncan Arthur, Manager of SAY Media Australia.

Ikon’s partnership with SAY Media follows a detailed review of major vendors in the online video space to identify which company had the most appropriate expertise in this fast emerging channel. As part of this process Ikon invited the top ten digital video advertising companies in the country to answer a brief that would inform the company’s best practices around cost, scale, targeting, measurement and innovation.

To view the live Commonwealth Bank campaign on the SAY Media Engagement Network, click here <http://adpreview.videoegg.com/tinyurl/366de93a.html>

Source: Say Media press release

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