Vaseline(R) Taps ScanScout for Super Pre-Roll Ads to Launch New Lotion Innovation Largest in-stream video ad provider to align advertiser and consumer interests with new ad unit for Vaseline Sheer Infusion with Stratys-3
BOSTON, Oct. 9 /PRNewswire/ -- Vaseline®, a Unilever brand, is the first brand to engage consumers through Super Pre-Roll, a new, cutting-edge video advertising format developed by ScanScout ( http://www.scanscout.com ) that transforms traditional pre-roll into an engaging experience for viewers. Vaseline chartered the new technology to launch Sheer Infusion with Stratys-3, the only lotion to combine three ingredients that infuse and suspend moisture across the multiple layers of skin (1), to allow for a richer branding experience and deeper one-on-one interaction with the consumer. Super Pre-Roll takes the viewing experience from passive to active by allowing consumers to more deeply connect with a brand on their own terms. Unilever chose to use the technology for Vaseline® Sheer Infusion(TM) because of its ability to solicit consumer feedback on their skin care needs and the product which is important for the launch of this innovation. Super Pre-Roll enables the brand to get feedback in real time by inviting people to interact with the spot, while also communicating product benefits. An example of the ad unit can be found here: http://demo.scanscout.com/product/superPreroll/vaseline/.
The campaign's innovative ad combines Vaseline Sheer Infusion's pre-roll with an interactive poll that asks consumers what they like best in a body lotion. Once the viewer takes the poll, they are offered a link to a coupon and more information about the product. The existing ad and Super Pre-Roll unit are seamlessly integrated, giving the consumer an opportunity to engage with the brand rather than simply sitting back to watch the pre-roll. ScanScout's technology combines the best of TV-type branding with the interactive power of the Internet and its ad infrastructure allows for almost infinite customization of the Super Pre-Roll format.
While many advertisers see pre-roll as the best branding option for online video, it's a one-sided experience that does not take advantage of the Internet's interactive capabilities. Specifically, viewers' interactions with pre-roll today are limited to just a click-to-site action, regardless of the advertiser's campaign goals. Super Pre-Roll solves the unit's engagement limitations by offering various interactive elements within the video ad, creating an environment that is more compelling for viewers and desired by brands. In conjunction with offering interactivity, ScanScout's proprietary SE2 engine provides unmatched video ad targeting, ensuring that brands are connecting with the desired audience in a meaningful way.
"At Unilever, we are always looking for innovative ways to engage with our consumer and as online video advertising becomes increasingly pivotal for advertisers, it's important that new methods are introduced to keep consumers captivated," says Rob Master, North America Media Director, Unilever. "We are excited to be the first to charter Super Pre-Roll and use this new technology to interact with our customers and solicit their feedback. The format allows a viewer to more deeply connect with the brand by engaging with us on their own terms and without disrupting their viewing experience."
The introduction of Super Pre-Roll leverages ScanScout's history of success in video ad innovation, targeting optimization and reporting. For example, traditional pre-roll only reports clicks. With the introduction of the various interaction points of Super Pre-Roll, advertisers will receive engagement data across many aspects of their ad unit, much like ScanScout has been reporting for customers that use its overlay ad units.
"The goal with Super Pre-Roll is to create a win-win-win situation for advertisers, consumers and publishers," said Bill Day, CEO, ScanScout. "With Super Pre-Roll, ScanScout is able to deliver a better consumer pre-roll ad experience by letting them have more control. This should make users happier, drive higher brand engagement and likely decrease the high abandonment rates that most publishers see with traditional pre-roll. Best of all, we facilitate the entire process for agencies: all they have to do it give us the video ad and we do the rest."
ScanScout's unveiling of Super Pre-Roll comes during a period of unprecedented growth for the company and industry in general. comScore recently ranked ScanScout's reach as the largest among video ad networks and online video advertising revenue is projected to eclipse $4b in 2013, a 400 percent increase to spending this year, according to an eMarketer report.
(1) stratum corneum (surface skin)
ScanScout is video advertising that guarantees results. As the leading in-stream video advertising provider, the company connects advertisers and consumers through online video maximizing brand impact and providing unmatched transparency and measurability within the industry. By utilizing breakthrough proprietary technology that ensures precision targeting, real-time optimization and brand protection, ScanScout generates engagement and value throughout the entire video-viewing experience. Partners include more than 600 premium sites including RealNetworks, Fox News and Broadway.tv. For more information, please visit: www.scanscout.com.
Vaseline® products are manufactured by Unilever (NYSE: UL, UN), one of the world's largest consumer products companies. The Vaseline brand is passionate about skin and believes skin is amazing. With a 135-year heritage as America's most trusted healthy skin expert and more than 30 years as a leading global hand and body lotion brand, Vaseline delivers products that meet the specific needs of consumers, no matter their lifestage or lifestyle. The Vaseline brand encompasses five product ranges - Vaseline Cocoa Butter(TM), Vaseline MEN(TM), Vaseline Intensive Rescue(TM), Vaseline Aloe Fresh(TM) and new Vaseline Sheer Infusion(TM) with Stratys-3(TM). The Vaseline Sheer Infusion with Stratys-3 line includes three variants Botanical Blend, Mineral Renewal and Vitamin Burst. All variants include the patented Stratys-3 complex that delivers superior moisturization across all skin's layers. In addition the Vaseline brand offers four variants - Total Moisture, Renewal Age Redefining Body, Healthy Hand and Nail, and Firming lotion as well as a complete line of Vaseline Petroleum Jelly, bath and lip balm products. Vaseline products are available at food, drug and mass retailers nationwide. For more information, visit www.vaseline.com.