Video is a medium that allows advertiser creativity to shine. I heartily acknowledge the significant effort and time (not to mention the expense) that is required to create a 30-second or 15-second video spot, and I don't think it's necessary to abandon the traditional ad unit.
To maximize their impact, however, flexibility and customization is the key. As the illustrations on the previous page demonstrate, a 30-second or 15-second ad unit can be embellished with interactive overlays and audio or graphic components targeted for geography (different messages for different locations), for context (different messages based on content genre) or by interactive elements that invite the viewer to choose to see more of an engaging ad.
Tips:
1) Try enhancing your 15- or 13-second ads with pre-rolls, post-rolls, mid-rolls and interactive overlays (over content placements or the ads themselves), or perhaps even combinations of them. Slight alterations of the same creative can make a big difference.
2) Ask for regular, real-time reporting from this ongoing campaign in order to get answers to key questions:
- Did viewers attempt to click on the ad?
- Did they attempt to fast forward the ad?
- Did certain ad placements targeted to certain demographics, websites or geographies receive a higher click rate?
- How much of the ad did people view?
Using this data, advertisers can and should modify their current and future campaigns using customized ad elements instead of starting over again with fresh (expensive) creative. What works may vary by content type and length, so advertisers shouldn't be afraid to experiment.
Don't be afraid to push your advertising agency, publisher, technology and network partners to take advantage of online broadband video systems and their ability to optimize, customize and improve your ad campaign's performance and ROI.
Online video is a completely different medium for advertising; it is immersive, it has a time and device element, and it allows for a deep level of interaction. Analyzing campaign data and altering the campaign as a result of the feedback works for search and banner campaigns and will be key in video campaigns. This optimization capability will be even more important in today's advertising climate, where transparent, relevant video inventory may be scarce and therefore, an obvious contextual and relevant match for the ad campaign may not be obvious.
As 30-second and 15-second ad spots are created, create a few different endings to maximize the value of each hard-wrought creative. This might mean different audio endings, different interactive graphics or elements that may be run during the ad content itself based on who is watching or where it's being watched.
Consider, perhaps, experimenting with interactive overlays and watermarks. Ask the publisher or ad network to keep track of detailed viewer data (clicks, view-throughs, fast forward, rewind, mouse-overs and placement effectiveness), and alter the campaign based on that type of monitoring.
Jayant Kadambi is co-founder and CEO, YuMe Networks. Read full bio.