Quebecor Media has launched a new online video ad unit called “Immersion.”
Created in-house, the new unit features high-resolution, full-screen video that displays progressively as the page loads, while leaving a site’s navigational elements visible to users.
Visitors can choose to activate or deactivate the ad’s audio component, and can access the site’s content at any time simply by scrolling down. Video ads can range in length from 30 seconds to two minutes.
Donald Lizotte, executive vice-president of advertising sales for Quebecor Media Group and VP of sales and marketing for TVA Group, said the format required advertisers to submit only 1080 HD video and a logo.
“This new format makes it easy for a brand to leverage existing content and reduce video advertising production costs,” said Lizotte.
According to Quebecor, tests of the unit with Imarklab – a partner firm of Léger Marketing – found it attracts 38 times the attention of the double big-box format, and attracts the eye 32 times faster than a standard big-box unit – all without users perceiving an advertising increase on the website.
