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Vonage In The News
Vonage Holdings Corp. Reports Fourth Quarter and Full Year 2013 Results

Carolyn Katz Elected to Board of Directors of Vonage Holdings Corp.

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Vonage Customer Reviews
Vonage vs. Time Warner Cable SoCal
Vonage vs. Time Warner Cable SoCal



Vonage UK Review
Vonage UK Review



Vonage Pros and Cons for 2006
Vonage Pros and Cons for 2006



Vonage, a VT2142 and a RTP300, My Experiences - A Detailed Review
Vonage, a VT2142 and a RTP300, My Experiences - A Detailed Review



Salt Lake City: impressions after several months
Salt Lake City: impressions after several months




Vonage Reviews

Unicast: Web Commercials Don't Annoy Most Users


Vonage In Print News

Unicast: Web Commercials Don't Annoy Most Users

March 12, 2004

By Brian Morrissey

An initial study of 1,750 Internet users' reactions to new TV-like Internet commercials found just 28 percent said they were annoying.

Unicast, the maker of the Web commercial format, sponsored the study by New York marketing research firm Dynamic Logic. It looked at reactions to the first wave of 30-second Unicast Web commercials run in mid-January by Honda, Pepsi and Vonage.

The Unicast ad is a two-megabyte video that plays when a user clicks to move to a new page on a Web site. Fifteen Web publishers signed on to run the ads, including ESPN.com, ABCNews.com and CBS Sportsline. The initial six-week test of the ad served more than 85 million impressions. Most of the ads were TV commercials repurposed to run on Web sites.

"Our goal is always to ensure that annoyance stays on par with other media, particularly TV," Unicast senior vice president Allie Savarino said. She cited separate research that 38 percent of viewers are annoyed by TV commercials.

Savarino said the low annoyance factor is reflected in the number of users allowing the full ad to play. Unicast said 32 percent of Web users watched all or most of the ad -- about even with the percentage of TV viewers who watch commercials.

Dynamic Logic also found the Unicast ads raised consumer response metrics compared with its database of consumer reactions to other online ad campaigns. Compared with the control set, the Unicast ads bumped up brand awareness 54 percent, message association 144 percent, brand favorability 40 percent and purchase intent 47 percent.

Nate Elliott, an analyst with Jupiter Research, cautioned that the consumer responses are worse than the lift tracked for Unicast's less-expensive ad format, the full-screen Superstitial. A Dynamic Logic study of that unit found brand awareness rose 71 percent, message association 150 percent, brand favorability 46 percent and purchase intent 32 percent.

"These ads aren't performing as well as the old ones," Elliott said. "That's troubling."

Savarino said comparisons between the two studies were difficult because the Dynamic Logic database of ads used to make comparisons changed in the year since the Superstitial study was completed. She also noted that purchase intent metrics were higher for the Web commercial unit.

"It's hard to compare those metrics when you're not comparing similar brands at least," she said.

Savarino said Internet video advertisers need to keep their creative fresh and publishers need appropriate frequency caps in order to avoid turning off consumers. In general, Unicast suggests publishers cap the ads at one per user per day.

"The frequency is going to be critical, and it will be different for every site," she said.



 
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†AK and HI residents pay $29.95 shipping. ††Limited time offer. Valid for residents of the United States (&DC), 18 years or older, who open new accounts. Offer good while supplies last and only on new account activations. One kit per account/household. Offer cannot be combined with any other discounts, promotions or plans and is not applicable to past purchases. Good while supplies last. Allow up to 2 weeks for shipping. Other restrictions may apply.

1Unlimited calling and other services for all residential plans are based on normal residential, personal, non-commercial use. A combination of factors is used to determine abnormal use, including but not limited to: the number of unique numbers called, calls forwarded, minutes used and other factors. Subject to our Reasonable Use Policy and Terms of Service.

2Shipping and activation fees waived with 1-year agreement. An Early Termination Fee (with periodic pro-rated reductions) applies if service is terminated before the end of the first 12 months. Additional restrictions may apply. See Terms of Service for details.

HIGH SPEED INTERNET REQUIRED. †VALID FOR NEW LINES ONLY. RATES EXCLUDE INTERNET SERVICE, SURCHARGES, FEES AND TAXES. DEVICE MAY BE REFURBISHED. If you subscribe to plans with monthly minutes allotments, all call minutes placed from both from your home and registered ExtensionsTM phones will count toward your monthly minutes allotment. ExtensionsTM calls made from mobiles use airtime and may incur surcharges, depending on your mobile plan. Alarms, TTY and other systems may not be compatible. Vonage 911 service operates differently than traditional 911. See www.vonage.com/911 for details.

** Certain call types excluded.

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