If the interruptive nature of some online video advertising is the problem, many in the online advertising business see adding an advertising "frame" that sits around the video player and contains the brand's message as the answer.
These advertising frames are called inskins or video skins and they are a growing part of the advertiser's arsenal.
"The P&Gs of this world want high dwell time and engagement," says Hugo Drayton, chief executive of video overlay company Inskin Media. "The key is to give consumers controls without disturbing them. That way everyone is a winner."
As advertisers look beyond cost per impression and click-through rates as a way to measure the success of an online campaign, they want a deeper engagement with the audience – something that Inskin seems able to deliver.
"Inskin drives far higher click-through rates," says Oliver Newton, head of emerging platforms at i-level, one of the UK's largest independent, integrated digital communications agencies. "The surrounding material is reinforcing the message and there is more opportunity to capture the click."
According to Inskin Media, overlays produce click-through rates of more than 3%, compared with the industry standard of 0.2%. Capturing the click – or etting the user to engage with the advertiser's content or message – is the holy grail for advertisers who look beyond using online advertising merely as a simple direct.
