Wednesday, May 07, 2008

The Birth of Video Fade-Out Advertisements

Press Release:
TORONTO, Ontario--(BUSINESS WIRE),, one of the pioneers in internet video and entertainment, has premiered the video fade-out advertisement with the upcoming movie, Speed Racer. The new format was designed to attract marketers across the globe with an advertisement that's high impact and engaging, while avoiding any negative impact on the user.

Although the campaign is still in its infancy, it has produced spectacular results posting a click-through north of 4 percent, which is much higher than eMarketer's quoted preroll standard of 0.5 to 0.9 percent. "When coming up with the idea we were looking for something that offered great performance for the advertiser while keeping the user happy," says Aleks Dugonjic, the President of

The creative takes up the full screen outside of the video player environment, which avoids interrupting the user experience but allows the advertiser's brand to go unnoticed. The fade-out can last up to thirty seconds until it slowly starts fading out and the webpage appears. A live example can be found here:

About is one of the leading video entertainment websites on the market today, ranked in the top 50 by comScore in multimedia and 2nd in humor. The company currently hosts over 6 million unique visitors, 150,000+ community members, and has over 1 million active email subscriptions.

Video Fade-Out Example

This advertising method is interesting to me (being that I am a Business Student and eventually plan to open my own business). If the subject matter is chosen carefully, then this could be really intriguing for viewers. When I first landed on the example page, I found the background (the fade-out advertisement) interesting...but was surprised that it was not the same subject matter as the film. I quickly got used to having advertising like this...I was happy that it gave me a few different/entertaining things to think about. I will be following along to see how this new advertising method is further developed.

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