There are various forms of online video advertising which Internet viewers could come across while browsing through their favorite online videos. In the eyes of viewers, they range from the least to the most intrusive. Therefore, in order to promote a brand over online content, marketers can call on in-stream ads or in-banner ads.
The latter have been used for quite some time now and a review of their performance is due, especially in light of the other formats of video advertising. It is interesting to understand the concept, see how well it does, compare it to the other formats and try to find ways of improving it or of putting it to better use.
What are in-banner ads?
Just as the name indicates, in-banner ads are ads placed on banners, on top of online video content. They do not pause the videos
users are watching and are just as interactive as online video advertising specialists want them to be. The banners roll their ads over the top or the bottom of the video, they do not disrupt the viewer and they allow them immediate access to the promoted brand.
The size and format of the banners are regulated by the IAB (Interactive Advertising Bureau). Sizes can vary between 728×90, 160×600 and 300×250. Banner videos start automatically when a user starts an online video, however, the norm says that the audio must be user initiated. This is a measure taken so as not to annoy the user when two audio sources start at the same time.
How are they useful to online video advertising specialists?
Although the space destined for the video message is considerably limited, marketers can still get creative with the in-banner video ads as they do with the in-stream formats of online video advertising. The thought that their message will roll across what people are watching, without audio and without pausing the selected online content means that:
1. the viewer will not be bothered by the banner. Most people do not even close it as their content can still be viewed without problems even when the bottom is covered by the ad.
2. the ad must be designed so as to catch the eye and to make the viewer click and interact with it.
3. should the viewer decide to check out the offer, the ad must be very efficient in properly directing him/her.
How do viewers respond to these types of ads?
Studies have shown that this type of ad enhances viewer brand awareness. Even when they are not directly watching the ad, the colors and the big logos can still hint at the brand which is being advertised. Sometimes it is enough to be in the corner of a consumer’s mind to be chosen for a purchase.
However, since many in-banner ads are host initiated, we still lack the information regarding how many of these banners are clicked on with interest by viewers. This delays the obtaining of statistics useful in online video advertising.
