When you click on Earthsayes.tv, the voices of sustainability, a video begins to play automatically. We will add shortly an option to mute the video for those who are not in a place where audio is a good option. We did this because the subject is not generally known to most viewers and this is a way to get them involved without having to do anything or make any choices. Plus, the DoubleClick Research report of September 2008 on video complete rate was supportive of this design decision even though we are not advertisers, but educators:
"The video complete rate is a measure of how many of video impressions served and commenced to play were watched through to the end of the video advertising message. Advertisers can make a few simple creative choices to enhance video complete rates. Figure 16 shows that 40% of video plays are completed in the expanding video format. An even larger 55% of video plays are completed in the in-page video format. These numbers speak to the effectiveness of video at delivering an advertiser’s message to audiences. The choice between auto-play and user-initiated video will affect video complete rates. Our aggregate data skews toward auto-play video. We believe that advertisers using user-initiated video should expect lower video complete rates than those in Figure 16."
Download the complete report, "DoubleClick Creative Insights" from my whitepaper library. See column on left.
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