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Unilever Brand Leverages New Video Ad Format
Posted: October 12, 2009
Unilever brand Vaseline looks to engage consumers through a new video advertising format. Super Pre-Roll, developed by ScanScout, is designed to take the viewing experience from passive to active by allowing consumers to more deeply connect with a brand on their own terms, transforming traditional pre-roll ads (video ads that roll prior to delivery of the next piece of content). Vaseline chartered the technology to launch Sheer Infusion with Stratys-3, a lotion that combines three ingredients that infuse and suspend moisture across the multiple layers of skin. Unilever chose to use the technology for the product because of its ability to solicit consumer feedback on skin care needs. A sample of the ad is availalbe here.
The ad combines Vaseline Sheer Infusion's pre-roll with an interactive poll that asks consumers what they like best in a body lotion. Once the viewer takes the poll, they are offered a link to a coupon and more information about the product. The existing ad and Super Pre-Roll unit are integrated, giving the consumer an opportunity to engage with the brand rather than simply sitting back to watch the pre-roll.
"At Unilever, we are always looking for innovative ways to engage with our consumer and as online video advertising becomes increasingly pivotal for advertisers, it's important that new methods are introduced to keep consumers captivated," said Rob Master, North America media director, Unilever. "We are excited to be the first to charter Super Pre-Roll and use this new technology to interact with our customers and solicit their feedback. The format allows a viewer to more deeply connect with the brand by engaging with us on their own terms and without disrupting their viewing experience."
"The goal with Super Pre-Roll is to create a win-win-win situation for advertisers, consumers and publishers," said Bill Day, CEO, ScanScout. "With Super Pre-Roll, ScanScout is able to deliver a better consumer pre-roll ad experience by letting them have more control. This should make users happier, drive higher brand engagement and likely decrease the high abandonment rates that most publishers see with traditional pre-roll."