Streaming Advertising
Online advertising is in the midst of a revolution. Banner ads are no longer delivering high click-through rates, site publishers are creating new ad units that drive more ad revenue, and advertisers are looking for high-impact advertising solutions.
Streaming advertising has the potential to be one of the most effective forms of advertising, offering the ability to deliver targeted ads, help achieve the advertiser’s brand awareness or response goals, as well as extend the reach of traditional television and radio broadcasts.
Today, audio advertising is being widely implemented by radio broadcasters. And, after the recent American Federation of Television and Radio Artists (AFTRA) ruling, Windows Media was able to help Internet stations continue their broadcasts by replacing the unapproved ads with Internet-approved ads and public service announcements.
Video advertising is also beginning to be implemented among site publishers offering news, sports, and film content.
Over the next 12 months, we expect both audio and video advertising to be more widely adopted. With the growth in adoption, we’ll see CPMs and revenue margins increase.
- Most radio broadcasters have already implemented audio advertising, charging CPMs from $25 to $65, depending on the ad placement and ability to target. As demand increases among advertisers, CPMs will rise.
- And, as broadband adoption increases and telecommunications costs decline, video advertising will become a mainstream form of online advertising yielding attractive margins to site publishers.
Microsoft’s role in fostering the growth of streaming advertising is to:
- Ensure our industry partners are successful in using Windows Media.
- Prove the value of streaming advertising to advertisers.
- Participate in defining unit and measurement standards.
- Provide the platform that best meets the needs of the industry.
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Streaming Advertising Examples
There are four basic types of advertising: in-stream ads, streaming banners, banner ads within Windows Media Player, and border ads within Windows Media Player.
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In-stream ads
In-stream ads are gateways, interstitials, or bumpers, inserted in audio or video streams, either live or on-demand. The most common type of ad is the gateway, which yields the highest CPM because it is placed at the beginning of the stream.
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Streaming banners
Streaming banners are traditional 468x60 banners with streaming video content within the banner. The video can be sized to fit the space of a traditional banner, or it can be clipped and sized to fit many rectangular sizes down to the size of an icon, 32 x 32.
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Banner ads in the Windows Media Player
Because the Windows Media Player is customizable, you can incorporate your own branding and include banner advertisements within the Player.
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Borders within the Windows Media Player
A border is similar to a skin, but it is rendered in the Now Playing pane of the full mode of the Player rather than replacing the entire interface in the compact mode. A border can be used to present advertisements in several scenarios along with the content. |
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