When it comes to any online video advertising format, the first order of business consists of how effective it is in sending the message of the marketer. Years of experience have shown us that it is the interactive feature of any format that leads to revenues. And this is an aspect no company should overlook when drafting a media campaign and when making the budget for online promotional videos. Give the viewers the power to control the colorful and creative message that you are showing them and make their way to your services and products as easy as possible. This is the key to successful Internet marketing.
The viewers have spoken! Autoplay is one of the most annoying features an online video advertising banner could have. This is mainly due to the fact that people access websites such as YouTube for music videos which are drowned out by the ads playing over them. They are activated by the mere opening of the link or by roll-over. The banner expands a bit and the loud video covers the content the viewer was after.
This is particularly annoying for videos with sound effects which are not user initiated. Another down-side of this consists in the element of surprise. Not everybody mutes their computers or phones when searching for something that should not have audio effects. Therefore, it is annoying to go online looking for information in a crowded room, train etc. and have an unwanted ad blast through the speakers.
It is unanimous that people prefer to control the commercials which play on the pages they are interested in. Even though online video advertising has its origins in traditional TV advertising, Internet users still want to feel that there is some ground they have not lost in the battle with companies. So, before turning every little spot in a commercial ad support, think about the way in which the users will respond. A regular banner, with the sound off and click to see features is more than respectful to the private virtual space of consumers.
The difference between a regular banner and a video banner consists of the movement in the latter which draws the eye of the viewers. The more subtle versions of the online video advertising format may seem easy to miss to marketers who usually need to know that their message makes a boom, that it is loud, explicit and visible. Clear and appealing calls-to-action are another aspect marketers must keep in mind. As long as the banner does not automatically expand so as to cover that the viewer is already watching, something else must draw the eye. This is nothing a skilled copywriter cannot handle.
Up next, we will be discussing other ways in which you can make this online video advertising format, the in-banner,
more interactive and efficient in your communication campaign.
