Webcast and video communications provider On24 Inc. recently launched Bannercast Live, a live, in-banner streaming video event that uses traditionally static banner ads into an interactive experience.
Bannercast Live presents a targeted call to action. Interested viewers must click on the banner to hear the event; thereby spending more time on the site to view the live, streaming event and interacting with both advertiser and publisher longer.
“You have the opportunity to do something completely innovative with this technology,” said Sharat Sharan, president/CEO of On24, San Francisco.
On24 first used its Bannercast Live technology in partnership with Cisco Systems, San Jose, CA. The first campaign viewed on the New York Times, BusinessWeek and Cisco’s corporate websites on Oct. 31.
A click through on Bannercast Live does not divert users but instead enlists the footprint of the existing banner advertisement to deliver a company’s message via a live, in-banner webcast. Built-in chat capability enables viewers to submit questions and instantly receive answers during the BannerCast, creating a dialogue between the executive and the audience. Marketers also can enable registration in order to generate leads, document downloads or Web site links directly from the banner ad.
Mr. Sharan described the opportunity as a win-win for both advertiser and publisher.
“Part of the challenge for advertisers using Webcasts is [list] fatigue,” Mr. Sharan said. “Publishers already have an audience and those people are opting in to watch and staying on the site.”