For Honda, Social Media In-Stream Ad Success Depends Mostly on Publishers - eMarketer
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eMarketer Interview

For Honda, Social Media In-Stream Ad Success Depends Mostly on Publishers

Preview from eMarketer PRO

An interview with

Jessica Fini

Social Media Manager, American Honda Motor Co.

Topics:

Interview summary

Facebook and Twitter are starting to support more original video programming, and in-stream ads are making their way into this content. Though it will be up to advertisers to produce compelling and relevant ads, the greatest responsibility for the success of the new ad format will fall on publishers and the content they create. Jessica Fini, social media manager of American Honda Motor Co., spoke with eMarketer’s Maria Minsker about what publishers should and shouldn’t do to ensure that in-stream ads thrive.

Interview

eMarketer: Does running video ads during original programs on social media appeal to you as an advertiser?

Jessica Fini: In-stream ads will mimic the traditional TV experience, and most people are used to seeing ads between scenes when watching extended programming. The appeal is that with in-stream ads, we have an opportunity to elicit a deeper connection with viewers given the limited number of distractions, assuming that viewers choose to continue watching after they’re interrupted by a mid-roll ad.