A video ad is basically a commercial or video that plays on a website for marketing or informational purposes. A video ad is just like a television commercial, except it’s on a website instead of on TV, and users generally choose to watch it to learn more about a business, its products, etc. In fact, many people call video ads ‘webmercials’.
The biggest benefit of a video ad is that it enables a business to deliver the most pertinent information and their product or service in less than 60 seconds.
This makes video ads a very useful tool for businesses with complex products or services, or multiple products and/or services. A video ad also allows the business to sum up the key points of their company, and grab a viewer’s interest before the visitor is tempted to leave the website.
In 2006, the number of high-speed Internet customers surpassed the number of dial-up users for the first time, which created an optimal environment for businesses utilizing video marketing on their websites.
As of this writing, over 40 million U.S. households have high-speed Internet access, and that number increases daily. This has caused online video activity to skyrocket, not just in businesses, but in private, user-generated sectors as well.
Websites like YouTube, Revver, ifilm, and over 50 other video sharing websites have had no trouble finding abundant content to deliver to viewers. Furthermore, because of the aforementioned climb in high-speed users, video sharing websites are finding sizable audiences in record time.
Online technology has finally caught up with online usability, making it easier than ever to incorporate streaming video, video ads, virtual spokespeople, complex flash content, and other rich media forms to capture viewers attention…and dollars.
In fact, CommercialMaker.com often points out the research results by MSN and DoubleClick that found that “Internet video ads incorporating sound and visuals increase sales and brand awareness by 71%.” – Now that’s nothin’ to sneeze at!
Next time I’ll discuss what proves to be the most effective form of online video marketing, the best way to use online video ads, and what length of online video ad is best for a website versus what is best for pre-roll (before a video segment on a video sharing website).
If you have any questions related to online marketing, online video technology, video editing techniques and software, etc., drop me a line, I’d love to hear what’s on your mind, and also explore possibilities to deliver beneficial technology to the hungry masses.
It is not surprising to see ComScore reports showing monthly figures of the unstoppable growth of online content video views. Coupled with the fact that online video ads cost a fraction of that of TV ads, the growth of online video ads continues to boom. Companies understand that a video ad can be targeted to a specific viewer and that it can tell a persuasive story much better than a static banner image. An effective video can boost brand awareness, increase product sales, and even help drive website traffic. Here are some quick tips to help create such an advertisement:
One of the most important factors of an effective video ad is its length. In most cases, you should focus on delivering your message within 15 seconds. Data shows that viewers are twice more likely to watch a 15-second ad than a 30-second ad. A 5-second video ad is probably too short to properly convey a message. So, be concise and precise.
Try to connect with your viewers through your video ad. In order to do this, you must know who your audience is and deliver engaging content to them. You should have details about your viewers such as: age, gender, general like/dislikes. Reach out to your viewers and gain their attention. Find a way for your video ad to stand out without disrupting the viewer.
Do not think that viewers will instinctively click on your ad or perform some other beneficial action unless you ask them to. If you have successfully gained their attention then tell them what they should do, whether it is clicking on the ad to purchase a product or, clicking on the ad to visit your website. Be specific. This can be done verbally through the video or through text to save valuable time.
It is crucial that you understand why you are creating the video ad. Do you want to increase sales of a specific product? Do you want to drive more traffic to your website or create more buzz on your social media networks? It is best to have a goal that you can measure and then use tools, such as a video ad server, to properly track and measure the effect of your video ad.
The last-yet-indispensable tip is to plan things carefully. The plan should ensure that all the above tips are utilized to their full effect. Your plan should have the following points:
Know Your Audience
As with all marketing mediums, video ads should appeal to a specific audience. Who are you trying to reach? Stay-at-home moms? Teenagers? Business executives? Recently unemployed workers? Senior citizens? Be as specific as you can when identifying your audience and remember that your ad can’t possibly appeal to everyone. For example, a video ad targeting business executives looking for business apps for the iPhone will likely have a different voice than one targeting teens looking for social networking apps. While the ad may detail the same device and possibly the same apps, the different audiences will require different approaches. Know who you’re appealing to before you do anything else.
Craft Your Video Ad
Once you know your audience, it’s time to write the online video advertising script and begin the video production process. If you work with a video production company, much of this will be done for you. However, going in with a few ideas can certainly help. In this case, you don’t need to fully develop your concept, but you should be prepared to express your ideas adequately. Consider who you are trying to reach and how your product or service solves their problems.
Video ads need to be short, simple, and to the point. In fact, they should make their point almost immediately. You only have a few seconds to capture your audience’s attention. If you miss that window, your video ads will be ineffective because no one will watch them all the way through nor will they click through to your site.
While you’re creating your video ads, your first thought may jump directly to video. However, there are other elements to consider including text, visuals, and audio. Be careful of using too much text. Remember, your video ad may be displayed in an extremely small window depending on where the ad is placed.
As far as visuals go, look for uncomplicated, relevant images that readily convey your message. For example, if you need to quickly convey that your product or service will solve the problems faced by unorganized business professionals, an image showing a mountain of paperwork overwhelming the worker’s desk could quickly convey the scope of the problem. Following up with an image of the worker’s clean desk after introducing your product leaves viewers with the impression that your product will solve their paperwork problems.
Display Your Video Ad
Once your ad has been produced, you’ll need to place it where your audience will actually see it. Like television advertising, online video advertising can be placed through a network. Video ad networks have hundreds, if not thousands, of publishers that they work with. You’ll work with a representative to place your ads on sites that target your desired demographic.
This comes full circle back to knowing your audience. Know who you are trying to reach, produce ads that spread your message to your audience, and place your ads on online video advertising networks that target your audience.