AOL on Thursday introduced five new premium video formats aimed at increasing consumer engagement with brands. Havas has signed on as the first agency to offer the formats to its clients.
A "branded skip" video format will offer viewers the option to interact with a brand — by filling out a survey, for instance — instead of watching the entire video. The "branded slate" option presents a seven-second, animated branding segment before transitioning to video content.
"As digital continues to evolve and grow, advertisers are demanding new ways to naturally engage with audiences," said David Miller, VP of advertising product management for AOL. "This allows for more creative branding and unlocks new audience targeting opportunities through data and automation."
The other new formats are:
Linear expandable: Viewers who interact with a banner inside the video are presented with an overlay offering them the ability to explore a content-rich microsite.
Linear modules: Interactive icons appear while the advertiser's video is playing.
Linear sequence: Displays an interactive end-frame after the advertiser's video has completed.
All the new formats are available across the AOL platform, which includes properties such as Huffington Post, Autoblog and TechCrunch.