Video advertising: How to create an effective video advertisement

The term video advertising encompasses online display advertisements like MPUs that have videos within them. It refers to advertising that occurs on internet television.

Digital video advertising was born a decade ago. Video advertisement is served before, during or after a video stream on the internet. Pre-roll, mid-roll and post-roll are the ad units used in video advertising.

Video advertisement consumption is increasing. This is compelling businesses to increase their video budgets. Online video advertising investment in the UK was around 109m in the year 2011; double the amount invested the previous year.

According to a study, there are more than 785m visits to online video websites in the UK alone in a month. Video views in the US exceeded 10 billion (comScore’s May estimates). The number of the US internet users watching online video is growing steadily. A survey revealed that more than 80 percent of US internet users view video web.

While creating video advertising, it is not enough to focus on basic execution issues like positioning, pricing and placement. The focus should also be on targeting, brand safety and accountability.

Any display brand advertising works best when it is contextually relevant to the content of a page. The same is true for video advertising. The challenge is for the analytics to keep pace with technology. Unfortunately there is a lag here. There are still many components of video advertising that are confusing. This is what is holding back many businesses.

It is very important to put user experience at the center of every video campaign. It is very important to wear the hat of your customer. Consider the value exchange of video advertising.

While creating a video advertising brands need to look closely at what they offer users to make their time and attention worthwhile. It is very important to be creative and to have a thorough understanding of what people want.

A study (involving 500 participants) looked at how the user experience of a video advertisement impacts brand engagement. It is found that the ability to both choose and control online video experience matters to users. It was also revealed that personally relevant ads aligned to content are more likely to engage and hold a user’s attention.

More than 80 percent of respondents reported that they prefer advertising they can initiate on their own. More than 70 percent appreciated being able to start and stop an advertisement on their own.

More than 60 percent of the respondents said video advertisements that were relevant to the content on the page left them with a more favorable brand impression.

Specific Media, Brightroll, Google, TubeMogul and Auditude are the top five video advertising networks. Experts recommend these video ad networks for ad placements.

Video advertising is one of the fastest growing opportunities online today. It is also a promising online advertising format. By implementing the above-mentioned tips while creating your video advertisement, you will be able to create ads that attract more number of people.

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