Online Video Ads Score Well, Show Promise
Below are just a few of the many articles that have been published recently regarding online video advertising:
Posted by Universal Ad
- Web Video Ads Show Promise Among Shoppers - A majority of people search out more info on products after viewing Web video ads, 75% said they watched more video
online than they did a year ago, and more than half expect to watch more
online video next year. 78% agreed that online video ads
provide as much or more of an opportunity to learn about an advertiser
than television, and 63% said they prefer video sites to include advertising in
order to keep content free.
- Online Video Threatens Traditional TV Spots - Video advertising is "anyone's game" and is poised to disrupt the traditional
TV ad business, considering that the entire production process cost about "one-eighth or even one-tenth" of a traditional TV ad spot. The possibilities for video ad formats and
strategies are proliferating along with "all different kinds of media
platforms where media has to be present."
- Online Video Ads Score Well With Users - Only 31% take a strongly negative view of video
ads versus 55% for pop-up and pop-under ads, 18% for banner ads, 21% for
skyscrapers and 27% for advergames. "In the early days of rich
media, (online video ads were) much more effective than non-rich media in getting
consumers' attention. But now there's essentially no difference."
That makes it imperative for advertisers to
adopt strategies that are less disruptive of the consumer's Web
experience--and if possible, complementary to it.
- What Do You Want From Online Video in 2008? - 2007 was a watershed year for online video. The market
matured a bit more, and clear leaders in the space emerged. We got a
new ad format, the video overlay, and media buyers and creatives became
just a little savvier with how they utilize online video. It's possible, even likely, that next year people will have finally
made sense of this medium and will fight for control over it because of
its effectiveness, efficiency, and numerous advertising options. However, certain things must happen for all that to blossom.
- Online Video Trends - Consumers understand the need for ad support in proportional terms (for example, they are willing to watch a
longer video ad if they’re trying to watch a longer clip) and placement terms (example, they are much less likely to accept a
longer ad in the middle of a news clip, vs. one at the beginning.)
- Product tours in online videos boost conversions - Shoppers who engaged online tours of
consumer electronics products converted to buyers 35%
more often than shoppers who didn’t take the tours. Additionally, shoppers who used the product tours each spent more than 2.5 minutes checking information on each product they viewed.
- The Future Of Online Video Advertising - With 2008 approaching and the WGA
writers' strike continuing to weigh heavily on advertisers' minds,
SpotXchange CEO Michael Shehan sat down with Denuo Group, Publicis'
Senior Vice President Tim Hanlon to discuss the future of video -- on
and offline. What needs to happen for media planners/buyers to increase interest and usage in online video advertising?
- Video Ads Guided by Consumers - We already know Internet consumers respond to video advertisements,
particularly ones they activate themselves. User-initiated video ads
attract attention and keep it. By giving users the power to click on,
roll over, or initiate video ads, marketers are progressing beyond the
pop-up era where abrupt interruptions overshadowed marketers' ability
to reach consumers.
- Strategies for Making Video Ads Go Viral - With time, money, and the right strategy, pretty much any video can get click rates that would qualify it as viral. Over the last year, a number of seeding and syndication options have emerged that make it easier for a video or a series of videos to go viral.
Posted by Universal Ad
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