Research* shows that consumers are increasingly interacting with widgets. In April, nearly 178 million people viewed content created with web widgets**. Web widgets are highly distributable, permiting users to separate content from a page, and implant them on all types of pages, from personalized portal home pages to social networking profiles and blogs. There is a whole host of widgets ranging from weather reports, guitar chords, games to budget tools.

*comScore
* * Widgets are mini-applications that offer easy access to web-based information. They are akin to plugins or extensions in desktop applications. There are web and desktop versions

Savvy advertisers can create a useful widget with their brand on it for users to download. As it provides a service, users are more likely to interact with it longer than a typical banner ad. It is pertinent to note here that desktops are particularly valuable pieces of marketing real estate. Whether it is in the system tray, the toolbar, or the start menu, for every minute customers are using their computers, they are viewing the advertiser’s brand in some fashion.

Web widgets (as opposed to desktop widgets) are also useful in engaging audiences. As these enable users to display personal or third-party content or services on their blogs or personal pages without moving to other sites, the viral potential for these portable applications is huge.

This new wave of digital advertising offers a fresh route for branding.

Site Visits:
http://www.apple.com/downloads/dashboard/top50

http://widgets.yahoo.com/

Reports* show that online video ads are generating a payoff. Out of all the viewers who had watched an online video ad, over half had taken action in one form or another.
- Over 30% had checked out the company Web site
- 22% had searched for more information
- 15% had gone into a store
- 12% made a purchase

*Source: Report by Online Publishers Association (OPA), conducted in partnership with OTX research

The study also noted that visitors to media sites such as online newspapers or magazine were more likely to take action than visitors to user-generated content sites. 56% of survey respondents prefer online video ads to be related to the content of the site they are on.

Studies* also show that interactivity also is directly correlated to the increase in the time viewers spent with brands. When a video ad includes interactive elements such as buttons to click for further information, or forms to fill out to register, average brand interaction time tends to increase.

** Studies on video advertising relevance by PointRoll

Marketers already know that contextual relevance and interactivity is critical to engage their target audience. With the ability of video advertising to successfully integrate targeted engagement with real-time tracking, the future for video ads looks bright.

© 2007 Zenithmedia
© 2007 Optimedia
© 2007 Equinox

Photos credited to media owners