Creating Video Advertising Truly Meant for the Internet

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Fri, 10/09/2009 - 11:05

Earlier this week eMarketer released an interesting article titled “Engaging Online Video Viewers”. The article discusses the challenges faced by online video advertisers, and the techniques best suited to overcome said challenges. 

 
David Hallerman, Senior Analyst at eMarketer, states that one of the biggest challenges for online video advertisers is overcoming the resentment and distrust many Internet viewers have toward online video ads. One reason he believes some video advertisements meet resistance on the Internet is because they are based on the same principles used in traditional TV advertising. He states, “The Internet and TV audience are not one and the same. The Internet audience does not necessarily respond to the same ads in the same way they would after viewing them on TV.”
 
To overcome these challenges, he suggests that advertisers implement two main concepts. The first is making the length of the video ads appropriate to the length of the content being advertised on. A 30 second pre-roll ad before a 45 second clip just doesn’t make sense. He gives findings from a MTV Networks/ InsightExpress study that shows a 5 second pre-roll ad accompanied by an ad overlay on the bottom 1/3 of the video is the most effective format. With online video ads, it seems that less is more.
 
The second concept Hallerman urges online video advertisers to consider is investing in high quality video creative that is targeted with the Internet audience in mind. Going back to his earlier point, TV and Internet audiences are not the same; don’t take un-edited TV ads and expect them to work on the Web. 
 
As Internet video producers, VideoBloom believes the great benefit of creating video specifically for the Internet is that you have the luxury of not having to water-down your content to appeal to a broad base or to meet a set of tired content standards. Take the time and resources to develop ad creative that is appropriate for your targeted viewers on the Internet.  
 
We think Mr. Hallerman has hit the nail right on the head. By implementing these two concepts you can create ads online video ads that will effectively engage your target audience and leave them remembering your marketing message.