Video technology platform Ustream announced LiveAd today, an ad unit aimed at helping marketers deliver live video content within standard display ads. Previously only available to select Ustream clients, LiveAd is now being offered to any user of Ustream’s Pro Broadcasting service.
LiveAd offers companies the ability to stream video from within a standard display unit, where typically a static or preloaded video ad would go. The key strength of LiveAd is the solution’s capability to run streaming campaigns in conjunction with a brand’s live event. On average, according to Ustream, LiveAd integration has increased live event viewership and engagement (including actions like sharing to Facebook and Twitter) by ten times.
On the analytics front, LiveAd offers a wide array of data ranging from simple stats like total view time to more complex social stats.
Ustream says early LiveAd users like HBO and Sony have seen average view times of 12 minutes, interaction rates of 15%, and click-through rates “as high as 1%.”
In fact, according to early figures from Ustream, LiveAd user Sony Computer Entertainment America used the service to promote the Playstation 4 press event in February. The Sony event went on to receive over 8 million views and received an average view time of 24 minutes.
Other events covered by LiveAd include Hot 97 FM’s Summer Jam, which was watched by over one million global viewers using LiveAd and Ustream’s embedded player.