PublisherSpot

Updated - 10/03/2008

Go to www.leadsbyvideo.com

Founded in 2006 by Australian entrepreneurs Tom Zorde and Mike Lever, LeadsByVideo.com launched as the first free video traffic exchange program. While traffic exchange programs are certainly nothing new, the majority of them are limited to banner exchanges.

LeadsByVideo uses video ads instead of traditional banner creative to improve the quality of traffic generated, as video ads are generally more engaging and visitors click through with a greater knowledge and insight into the product or service the video ad is marketing.

Unfortunately, LeadsByVideo does not actually allow publishers to insert video ads onto their websites. Instead, in order to get their video viewed, publishers need to acquire playlist spots.

This is done by watching three videos on LeadsByVideo which takes 90-seconds since each video is 30-seconds long. Therefore, for every three videos watched, publishers are credited with one playlist spot.

There is no limit to the number of spots a publisher can receive, and playlist spots can be accumulated and used whenever the publisher desires.

Each playlist spot allows publishers to get their video viewed an unlimited number of times. As stated on the LeadsByVideo site, the playlist is ordered individually for every viewer. The least viewed videos are played first, and the viewer is never served the same video repeatedly. This way the view count of newer videos quickly catch up to older videos before then being played on rotation ensuring all videos will experience equal views over time.

Publishers are able to use the same video in multiple slots, or are given the option to split-test various videos to compare their conversion rates. At the end of each video, users are given the option to view the site the video is advertising, or flag the video. Flagging a video lets users view the full video later, past the default 30-second cutoff.

Although the main way publishers generate playlist spots is by actually watching videos themselves, LeadsByVideo does not technically follow the traditional traffic exchange model as a publisher’s video does not receive the equal number of views to the number of videos the publisher has viewed as each video on the site stays on the playlist forever.

LeadsByVideo likes to focus on the quality of traffic they produce, stating:

“…Viewers who decide to visit an advertiser’s website do so with full comprehension of the video offer. This ensures they arrive pre-educated, enthusiastic and with a positive emotional brand connection.”

To help combat cheating users who decide to rake up playlist spots by idling their browser on their site, LeadsByVideo has implemented two clever protective measures.

First, their video detects if publishers are actively watching the ads by requiring you them to keep their cursor placed over the video player. This prevents users from browsing other sites or using other applications when they are supposed to be watching the video ads.

Secondly, to prevent users from simply leaving their computer on at night or while they go to work, there is a voice system in place where every three videos the user must click a number from 0-9 to match what the voice prompt said.

With these two security systems in place, cheating is effectively ruled out as a possibility.

Signing up with LeadsByVideo is fast and easy, requiring only a name, e-mail, and password, and there are no prerequisites to joining.

LeadsByVideo uses a very basic and simple control panel. Publishers can view their basic statistics such as videos viewed and playlist spots earned, as well as referrals and spots used.

Within the control panel, publishers can also add video and obtain their referral URL. Other than the basic essentials, their control panel contains links to several resources such as video editing and video marketing tips.

Another method publishers can acquire playlist spots on LeadsByVideo is by referring other members to watch videos on their behalf.

With a referral link, publishers can acquire bonus playlist spots whenever a referred visitor watches videos, but does not register, within 12 hours to claim their acquired spots.

In addition, publishers also receive their referred member’s monthly prize entries, as long as they do not register.

LeadsByVideo members automatically receive one entry in their monthly prize draw for every 3 videos they watch, or as mentioned above, for referred users who do not register.

Winners are drawn on the first of each month and are notified by e-mail. To find out which prize is up for grabs this month publishers need to watch the videos, as the prize is revealed by video at random intervals throughout each day.

The prizes change each month, but some examples of their prizes include: Nintendo Wii, Sony Playstation 3, Canon Digital SLR Camera, Dell Laptop, Tomtom GPS Navigation System, and Radeon Videocard.

Visitors and members can contact LeadsByVideo through their contact form, regular mail, or by phone.

When we tested their support for this review by contacting them under an unknown alias, they responded promptly both times, and in a friendly and helpful manner.

While LeadsByVideo is not exactly like other traffic exchange programs, it is still classified as one since the only way for publishers to generate traffic from their video is by obtaining playlist spots themselves.

As a result, LeadsByVideo does not seem a suitable fit for any publisher or advertiser who wants a higher volume of traffic. Instead, it seems more appropriate for smaller publishers who do not have a high-trafficked site, or for advertisers with small budgets.

That being said, the quality of traffic resulting from LeadsByVideo is of higher quality from most traditional forms of online ad creative. Coupled with their free service, referral system, and ongoing contests, LeadsByVideo should not be ruled out as a medium for small publishers and advertisers wanting to market their product or service through video ads.

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