Cedato launches instream video format ‘IntentView’
Cedato wants to give marketers greater value via engagement-driven video ads. IntentView is an instream picture-in-picture overlay in the shape of a dynamic video thumbnail preview. When users react to the ad, the thumbnail expands into a full-view video ad with sound-on, while the video content is paused. Unengaged thumbnails automatically disappear after several seconds.
Cedato says the format will benefit marketers and publishers alike, as users are kept happy by having the ultimate choice over the video display: marketers only pay for user-initiated views, thus only paying for ads that have been initiated by users. The activation of each impression is based on the user’s show of intent, thereby delivering more accurate and reliable engagement metrics.
Cedato suggests that IntentView videos could create new revenue sources, thanks to better user experiences, as ads are activated strictly by user intent.