As online video flourishes, so do the mechanisms that support it. Video portals, video serving technologies, video search engine capabilities, and online video production companies have, and continue to experience rapid growth. In any business model a monetary engine drives the process. In this case the engine is video advertising.
Video advertising has many advantages over TV or print advertising.
For example:
3 Keys to Success with Video Advertising:
Key #1: Properly target and traffic your video ad. With Search Engine Optimization one can ensure that a video ad is served to the proper audience each and every time.
Key #2: Make sure your ad formats are within IAB (Internet Advertising Bureau) guidelines. Currently very little internet advertising regulations exist, if any. The internet itself, apart from advertising, also has very little regulations. A company can serve an internet ad in literally any format they choose. However, certain ad formats are more widely accepted than others and choosing an unaccepted format could cause problems with your ad serving, which leads us to key #3….
Key #3: Choose a high performance video ad format. Recent studies have shown that “Pre-Roll” video ads are the most popular to serve, but perform the worst. A pre-roll video ad is shown for typically 30-60 seconds before the video you have selected to watch, and one must play the pre-roll ad to see their selected video. The majority of consumers label the pre-roll as annoying and intrusive. Pre-roll ads have also shown high abandonment rates (this is where the video consumer abandons due to the pre-roll ad before they even watch the video). A banner ad in conjunction with the video has proven to be an effective video ad format. The banner ad can be overlaid on top of the video, most often on the bottom ¼, or can be displayed on top of, underneath or on the side of the video. This format allows your ad to remain present during the video’s entire playback and is a more positive user experience in that it does not control, obstruct or intrude upon the viewing of the video as pre-roll ads do.
In summary video advertising is growing. Use the 3 keys above to unlock doors of opportunity that you never knew existed and take advantage of this popular online medium now, before your competition does.
Brian Ledis
Video advertising has many advantages over TV or print advertising.
For example:
- An online video ad is always present and can always be viewed, where a TV ad plays at a certain time on a particular channel
- Video ads can be specifically and automatically targeted to their audience every time they are delivered
- Video ads are interactive which pulls your audience in, as opposed to TV or print ads that simply display without a component of interaction
- Video ads are inexpensive when compared to TV ads
3 Keys to Success with Video Advertising:
Key #1: Properly target and traffic your video ad. With Search Engine Optimization one can ensure that a video ad is served to the proper audience each and every time.
Key #2: Make sure your ad formats are within IAB (Internet Advertising Bureau) guidelines. Currently very little internet advertising regulations exist, if any. The internet itself, apart from advertising, also has very little regulations. A company can serve an internet ad in literally any format they choose. However, certain ad formats are more widely accepted than others and choosing an unaccepted format could cause problems with your ad serving, which leads us to key #3….
Key #3: Choose a high performance video ad format. Recent studies have shown that “Pre-Roll” video ads are the most popular to serve, but perform the worst. A pre-roll video ad is shown for typically 30-60 seconds before the video you have selected to watch, and one must play the pre-roll ad to see their selected video. The majority of consumers label the pre-roll as annoying and intrusive. Pre-roll ads have also shown high abandonment rates (this is where the video consumer abandons due to the pre-roll ad before they even watch the video). A banner ad in conjunction with the video has proven to be an effective video ad format. The banner ad can be overlaid on top of the video, most often on the bottom ¼, or can be displayed on top of, underneath or on the side of the video. This format allows your ad to remain present during the video’s entire playback and is a more positive user experience in that it does not control, obstruct or intrude upon the viewing of the video as pre-roll ads do.
In summary video advertising is growing. Use the 3 keys above to unlock doors of opportunity that you never knew existed and take advantage of this popular online medium now, before your competition does.
Brian Ledis
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