The video ad we have all grown accustomed to, the ones broadcast every day on TV, has one format. Traditional and consistent, the TV commercial can only juggle with the message transmitted, but considerably limits the creative flow of the people working in advertising. The flat seconds in which the name of the company must be said a certain number of times and the urgency of the same calls to action have stopped being appealing to a generation used to having information at the tip of the finger. This generation will need online video advertising.
Why is this type of advertising more creatively permissive?
There is a wide variety of choices for those who wish to be creative with their advertising products. These formats will allow them to hide a company’s message in odd places all over a webpage. Here are just some of them:
- Banners;
- Pre-roll videos;
- Post-roll videos;
- Interactive units (overlay format);
- Viral videos;
- Invitations.
Depending on the campaign a company has in mind, one or several formats of online video advertising will be chosen.
How to choose the right format of online advertising?
We know for sure that nobody advertises discreetly, in the sense that whatever you do as far as advertising is concerned, is mainly intended to make you visible and to create an image that will remain with the viewers. The visual virtual identity is something they must learn to identify a brand quickly and to tell products and services apart.
When choosing the right format for your campaign we must also keep in mind the layout of the webpage. As usual, the most visible positions are the ones in the center, where the attention of the viewer is concentrated. The content of every webpage will be surrounded or will ingeniously hide the ads which can also be accompanied by giveaways, polls, download options and upload options and many more additional features that make online video advertising so much more exciting.
What are the main benefits from using these formats?
Compared to traditional advertising, these online video advertising formats allow marketers to get something very valuable to any campaign: consumer feedback and interaction. Providing links to the Facebook and Twitter pages where users can get discounts, getting information on new company offers and filling in polls on how to make the company products or services better represent a gateway to the real, palpable market which was never opened before.
Imagine going on a website to do some research on how to change motor oil and, while scrolling down, you pass your cursor across a banner and an ad about a car service starts running. You may want to shut it down in the first few seconds because you want to do it yourself. After you find the informative article you have been looking for, you scroll down to a banner about a certain type of motor oil and liking the company’s Facebook page will give you an immediate discount for all online purchases. This makes online video advertising more efficient without being invasive, more informative without being annoying and more creative in every possible way.
