Video adverts provide a more effective form of lead generation and engages with users more, says an industry commentator.
Video production secures much more effective lead generation than online display ads, according to an industry commentator.
Nicholas Carlson, writing for Advertising Age, discussed a post-banner ad era where users are more engaged in adverts.
He cites Hulu's Branded Entertainment Selector unit as an example of the sort of innovative lead generation that works.
In this unit, an ad screen pops up before the user watches their chosen programme online and they are asked whether they want regular advert breaks or if they would prefer to see movie trailers in their place.
"No matter which ad experience the user picks, it's bound to be more engaging and less obnoxious than any banner. The videos are bound to tell a better brand story," Mr Carlson said.
Last week, Ofcom announced that it will begin regulating the content and advertising appearing on video on demand services such as
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