Todd Pasternack

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• What Comes After Video Viewability? in Video Insider on 02/16/2014
  

  At some point early this year, the MRC and IAB will announce a standard for in-stream video viewability, defining an ad as "viewable" if it is 50% within view for more than two seconds. It may not be a perfect standard, but it's a good start. Now, every publisher, ad server and vendor has the blueprint to offer an in-stream video viewability measure. There are no more excuses. Yet viewability is still in its infancy, especially when it comes to in-stream video. Now that everyone can begin reporting on viewability, what comes next?

• Leveraging the Seven Basic Story Types For Video Ads in Video Insider on 11/26/2013
  

  According to author Christopher Booker, there are seven basic plots for stories, and nearly every tale we tell falls into one of those categories. By definition this extends to advertising, especially story-driven media like TV and online video. But the type of story marketers choose to tell can have a big impact on how their video ads perform. An internal PointRoll study pulled nearly 1,000 video campaigns at random and found that interaction rates, completion rates, and click-through rates varied depending on the kind of story told in the video ad. Here's a guide to the seven kinds of stories, as well as what to expect performance-wise when working within each category

• Forget Homepage Takeovers -- We're Readying For A Home Takeover in Video Insider on 12/28/2011
  

  Envisioning the TV of tomorrow is like sending a Delorean back to 1955. Two different worlds collide and live delicately together. But will the course of TV be dramatically altered if it keeps running into digital at the malt shop? Will digital ever make it back to present day in one piece? If we only had a simplified flux-capacitor to use, I think it could.

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• Point Roll Works to Improve the Interactive Online Video Opportunities by P.J. Bednarski (VidBlog on 01/28/2013)
  

  Thanks, P.J.! Really appreciate you checking out the new video solutions and giving some great feedback on them. Many of our clients using AdChooser believe viewers are going to view an ad anyway, why not let them pick it? It's also a great way for advertisers to test a video creative in a controlled (and often cheaper) environment than TV, giving insight to the marketers about which of their video creative is resonating with consumers. A great current application for AdChooser could be for Dorito’s Crash the Super Bowl campaign. Multiple videos are being crowdsourced for the winning Super Bowl spot. They can highlight the various creatives and make it compelling enough that users will want to check out multiple spots. Or another great use is for movie studios to test trailers.

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