The internet may have started as a way to deliver text-based content through digital channels, but these days another medium has increasingly stolen the show: video. Whether it is through the use of video blogging, streaming sites such as Netflix and Hulu, or online advertising, the video medium has skyrocketed in use and importance in the past couple years.
Web developers love video because it lowers bounce rates and boosts site diversity. SEO specialists seek it because the medium is fifty times more likely to organically appear on the first page of a Google search. And social media manager utilize it because video allows for greater integration and exposure between platforms.
All this video use has prompted internet marketers to jump headlong into streaming media. Major companies such as Abode have begun focusing on interactive video ads, believing such ads to represent the future of online advertising. Meanwhile, smaller marketers have started to incorporate text-based banners and pop-ups into video content.
These approaches may be effective, but they shouldn’t be pursued without a strong understanding of the differences between video-focused and text-focused advertising. If you are looking to place commercials in video content or popup ads in streaming clips, there are a few important things to keep in mind when making the switch to video:
-Wear-ability. An ad that “wears” well is one that can be viewed repeatedly without causing the consumer to feel turned-off and annoyed. This is especially important to consider in video advertising, where loyal visitors to a given site will likely see the same ad again and again – and where, unlike with a banner ad placed at the bottom of the site, people are aware of such repetition.
-Professionalism. Perhaps it’s simply because we’ve gotten use to the tackiness and low-brow nature of standard banner ads, but for whatever reason consumers hold video-based advertisements in higher regard. This means that a higher standard of presentation and professionalism is expected. An ad that pops up during a video shouldn’t contain misspelled words or poor grammar. Similarly, an ad played as a preceding commercial shouldn’t show grainy images of your actors sitting around in Conference Chairs.
-Context. The context in which an ad is placed always matters to some degree, but its importance cannot be underemphasized when the video medium is concerned. A viewer of a video and of its accompanying ad will see the two pieces of content in quick succession and in the exact same place. Consequently, if the video is inappropriate in the context of the ad, the ad’s impact may very well suffer as a result.
These are just a few of the major things to keep in mind when making the switch to video marketing. Although video offers incredible opportunities for the advertiser, it still remains a different and new medium from that of the standard banner ad – and it should be treated as such.
- Making The Switch To Online Video Advertising (socialmediaexplorer.com)