Dive Brief:
- Quartz, an Atlantic Media website, is nixing pre-roll ads, but has tapped its internal custom ad service to create its own video ad unit for brands.
- Like a number of other online publishers, such as Vox, Quartz had already been known controlling display ads on the website so taking pre-roll ads out of the equation in lieu of its own video ad units isn’t a surprising move.
- Lincoln Motor Company is the first brand to launch a campaign making use of Quartz’s own video ad solution.
Dive Insight:
Quartz’s custom video ads take the place of pre-roll ads and include a brand logo in the lower corner of its video content that users have to actively mouse over to launch the ad. Moving the mouse away from the logo resumes the original video content.
“Our data shows that luxury automotive shoppers value their own time more than almost anything else,” Lincoln marketing manager Lee Jelenic told Ad Exchanger. “We strive to have the most contextually relevant advertising, which is served in a meaningful way when it will have value for them.”
Pre-roll video ads are an easy way for marketers to reach audiences, but Quartz thinks its approach is better for brands and users alike. Mia Mabanta, director of marketing and revenue products for Quartz, said, “Despite the fact that the majority of ad dollars are going into the pre-roll bucket, viewers don’t love it.” Adding, “We think there is value in a user choosing to engage in content from an advertiser.”
As this video ad initiative illustrates Quartz is very hands on with its custom ad business with a client services team larger than its sales team.
Lincoln is the exclusive launch partner of the new type of video ads on Quartz, and the campaign runs through 2015.