ScanScout, one of the leading online video ad networks, has introduced a new ad unit called the Super Pre-Roll, which the company says is a more interactive unit than the typical online video ads.
A Super Pre-Roll will take a company’s existing TV ad and place multiple interactive ‘overlay’ placements on top of it. The overlays will be strategically placed throughout the video to correspond with the ad’s content.
ScanScout shows an example of a Super Pre-Roll campaign for Unilever’s Vaseline Sheer Infusion, which asks the viewers the question, “what do you look for in a body lotion?”, and then provides various answers to choose from within the overlay placements that users can easily click. Advertisers may use this new unit as a way of performing polls with their customers, provide coupons or collect user data asys Bill Day, ScanScout’s CEO.
The obvious risk to the Super Pre-Roll may be lower than expected interaction rates than expected, which may drive CPMs down even further. Currently a Pre-Roll video ad is a more passive experience for users, but perhaps the interactive experience will drive more awareness.