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RadiumOne ShareGraph™ Delivers Improved Video Engagement For Brand Advertisers
[November 16, 2011]

RadiumOne ShareGraph™ Delivers Improved Video Engagement For Brand Advertisers


SAN FRANCISCO --(Business Wire)--

RadiumOne, which enables advertisers to target more relevant audiences -- and on a far greater scale -- than standard video advertising, announced today that its pre-roll ads are delivering high levels of user engagement, according to recent campaign metrics for a co-branded campaign from Intel and Toshiba (News - Alert) called 'Inside.'

A blockbuster-caliber interactive production, Inside -- Hollywood's first social film presented by Intel and Toshiba -- allowed viewers to be more than just members of the audience. For the first time a director could not only direct the film's lead character, but also the audience, by weaving several elements of social media into the story, film release, marketing strategy and casting process as the effort unfolded. Developed by Pereira & O'Dell (News - Alert), 'Inside' began in July of 2011 with the first of several short 3 to 7 minute episodes that sought to blur the lines between social media and Hollywood movies. Inside unfolded online over the course of 11 days via Facebook, Twitter and YouTube (News - Alert), -- driven by audience participation and feedback -- culminating in the final full-length feature release of Inside in September.

To drive awareness and build interest in the series among the target demographic, several 30-second pre-roll teasers were created and deployed. RadiumOne's ShareGraph™, which tracks consumers' sharing behavior and identifies their closest social connections on the open web, drove engagement. The more individuals that engaged with this content and 'Liked' or share it with each other, the smarter RadiumOne became at delivering relevant video ads to a wider audience.



This created stronger connections between the advertisers' brand and the individuals they serve, and led to greater click-through rates, a higher level of engagement and an improved ROI. Specifically, interaction rates -- measuring the number of people clicking to expand and/or engage with the ads, as a percentage of impressions -- averaged .96% over the duration of the campaign. In addition, 27% of users who viewed the video component of the campaign clicked 'Like' via the RadiumOne Expressions in-stream like button.

These findings show that RadiumOne's video platform, coupled with ShareGraph and Expressions, can be a successful supplement to a 360-degree campaign across networks, strengthening and further lifting audience engagement.


"The ability to engage so effectively with our target consumers has been terrific," said Dan Beer, Media and Strategy Supervisor at Pereira & O'Dell. "The combination of RadiumOne's sophisticated technology and the highly interactive nature of the ShareGraph platform has allowed us to extend our presence into another powerful channel."

"Our clients are seeing unprecedented levels of interaction, which is giving the entire industry an opportunity to rethink how they engage with consumers," said Gurbaksh Chahal, Founder and CEO, RadiumOne. "Our commitment to delivering engagement, no matter what the medium, gives marketers an opportunity to scale these campaigns even further through our ShareGraph platform. We truly believe that we are harmonizing consumer and commerce by delivering appealing video to relevant audiences across the open web."

About RadiumOne

RadiumOne is the first online ad network that enables advertisers to target the social consumer in real-time across the Open Web and mobile Internet. Its patent-pending ShareGraph technology meshes traditional targeting technologies with social-sharing connections to achieve highly scalable engagement and audience targeting. Based in San Francisco, with offices across the US, the UK and Europe, RadiumOne was founded by online advertising pioneer Gurbaksh Chahal in 2009. To learn more, visit http://www.radiumone.com/.

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