Without the backdrop of google, search ads will reduce to nothing but google being the biggest search engine on the planet, nadir for search ads seems to be a farfetched dream. But at the same time, we find that video advertisement too is trying to expand its tentacles. Recent report published by eMarketer asserts that video advertising spends will reach $5.2B in the US alone by 2014. This remarkable expansion has been driven by online video’s high level of engagement, which eclipses the CTRs of usual online ads.
Does the trend harbingering change in the online ad industry?
The probability is high but the strategy implemented at the sprouting stage needs to modify a bit; users over www are active, they shuffle web pages within fractions of seconds and so when they encounter any pre roll on videos, without giving a second thought, they immediately move to the next page with a single click. No one has the time to watch the pre roll, even TubeMogul reported, many viewers cannot stand these pre-roll.
Hence capturing the initial 30 seconds of the users is the real challenge. The online video campaign has to be eye-catching, engaging and effective unlike the TV advertisements, where the audience is passive. Therefore the strategy must be such that the marketers should expose the users to the brands at the earliest opportunity in the video.
Engage consumers
Another strategy could be, give users the power by engaging them, just like Facebook gave power in the hands of developers. But in this case, let the users upload their favorite ads on the social networking sites, as this will be instrumental in creating virality initiating from their peers themselves, while tracking the success of the campaign can be done using the analytics tool.
Online advertising needs to be done in a discrete manner, the consumer must not feel that heâs being compelled to see or that the ad is being forced on him.
Contextual banner ads + videos
Ashkan Karbasfrooshan, is quite positive over online video adâs future. In his recent report, he has shelled out an interesting insight related to the growth of the online video’s ad revenue with respect to the search advertising. As indicated by Karbasfrooshan, the future belongs to online video advertisements where contextual banner ads will be moving hand in hand yet unobtrusively at the bottom of the video.
Small sized publishers & video advertising space
The technicalities involved are more complex in video advertising than the banner advertising, which hinders the participation of medium and small sized publishers in the video advertising space. But as Ari Paparo asserts, with the increasing inter-operability these barriers are expected to decline, whichâll open opportunities to smaller marketers as well.
Limitless potential
Online video ads have significant potential to influence consumer behavior and build brands. Given the speed with which broadband is penetrating, viewing video advertisement on internet will eventually be as commonplace as reading/writing blogs, I am positive, video advertising is here to stay.
