More than any other development, video is what sets digital media apart from print. And it’s no wonder video makes a huge impression on viewers, and gives advertisers even more ways to engage and interact with potential customers. But not all video ads are created equal. So how do you decide what kind of video to employ to best reach your ideal customer? Thanks to big data and leaps in web technology, there are plenty of different kinds of video strategies that can work for you. Cross-channel video ads take advantage of just how huge the World Wide Web has become. Instead of thinking in terms of print and television, now you can think in terms of web, mobile, apps, social media, and video streaming services. You can tailor video ads not only to where the consumer will encounter the ad, but also what stage of the buying process they might be in. An ad that appears between episodes of their favorite Netflix comedy, for example, might create a subtle impression in a product, but one that appears on a mobile or desktop device could catch that same consumer when he or she is looking for more information or is ready to buy. And thanks to cookies that track digital data, it’s possible to make sure your video ad package follows a potential buyer across multiple websites and platforms, creating more opportunities to get a click and a sale. Mobile video ads are highly effective at holding viewers’ attention. Because mobile users are on their devices so frequently and use such a variety of websites and apps, you have a huge number of opportunities to make an impression. People now use phones and tablets not only to browse the web, but also to watch videos on sites like YouTube, apps like Snapchat and Yelp, or streaming services like Hulu. Tailoring ads for the mobile viewer by making them responsive and non-skippable can make them more appealing, more effective, and more memorable. And by focusing on mobile ads, you can keep up with the rapidly increasing rate at which viewers turn to mobile for online content. In-stream video ads appear before, in the middle of, or after another piece of video content. Pre-roll ads precede a television episode or piece of user-generated content much like the previews that are shown before a feature film in theaters. Mid-roll ads appear during breaks in a video, such as traditional TV commercials. Mid-roll ads can also be a great opportunity to try interstitial advertising techniques. Post-roll ads follow a piece of video content. Pre and mid-roll ads are amongst the most effective in terms of keeping users from clicking away, but can frustrate viewers for delaying or interrupting their time with the content they’re seeking out. Social media video ads are easier to create than ever. As more and more social media platforms recognize the power of video, they make it easier for brands to create custom videos that fit right in with the content users joined to see. Instagram, Snapchat, Vine, and Facebook are all further integrating video into their platforms. That means that you can either tailor videos specifically for different platforms or form partnerships with social media influencers who have highly specialized expertise in getting views on, and interactions with, visual content. And because social media is so personal, this is a great opportunity to show how your product or service integrates in the lives your target customers aspire to. Display or banner video ads appear around the content the user has sought out, such as in a banner above or to the right of the main content display area. This is a great opportunity to provide added value for the user, offering more information on the subject they’re reading about or showing a product that’s related. That’s also especially crucial with display ads, which can be easier for viewers to ignore, in part because they take up a smaller amount of space on a webpage. No matter what type of video ad you choose to employ, there are a few tips that will help guarantee success. You’ll want to front-load the most important information into the first 5 to 15 seconds of your ad, because the reality is that many users will try to skip or mute the ad. You also want to make sure your video is tailored to the platform on which it will appear. An ad designed for desktop, for example, might not display correctly on a smartphone screen, or could take too long to load. Likewise, a highly interactive video designed to appear mid-roll might be too distracting as a banner ad or might not be functional when squeezed into a Facebook post. Those are all considerations to be aware of when developing cross-channel campaigns. More and more, consumers are proving they like their content short, entertaining, and in a video format. Attention spans are brief, long reads are out of fashion, and video is more engaging and shareable. The key to capturing your ideal audience’s clicks increasingly comes down to giving your brand the moving picture treatment. So get ready for your close-up! The age of video advertising is here to stay. Because mobile users are on their devices so frequently and use such a variety of websites and apps, you have a huge number of opportunities to make an impression.
Published by AGL Media Group LLC. View All Articles.