DJ Traffic

For any advertising method to be effective, it has to have a target audience that is consuming the medium with which the advertising is attached to. That being said, advertisers are starting to realize that online video advertising is now an effective method to attract large relevant audiences. Online video consumption has grown tremendously in the past few years and as a result, video sharing and video search companies are poised to reap the benefits of video advertising.

Due to the overwhelming demand from advertisers to develop effective methods for online video advertising delivery, some of the online video sharing giants have implemented various forms of online video ad formats. Historically, in-stream ads, also known as pre-roll ads, mid-roll, and post-roll, have been the dominant standard in terms of the format most advertisers gravitated towards due to the prominence of the ad content itself.

Pre-Roll Format - Ads, typically videos in duration of 15 or 30 seconds are streamed before the video itself plays. This make the advertising incredibly prominent but causes plenty of issues with regard to user friendliness and many studies show this format to be unpopular with users.

Post-roll Ads - This format includes the advertisements at the end of the video clip and it is up to the viewer to decide whether to watch the advertisement clip or not. This format of advertisement is being used by certain video sites. However, this is not effective for the advertiser as often times users dont watch the entire video.

Mid-Roll Format - With mid-rolls, a short clip is streamed in the middle (sometimes every X minutes) of video content that is playing. This tends to be less annoying to users as they are acustomed to this format in television advertising.

As stated earlier, due to the demand, many of these video websites have begun to test and offer new, innovative ad solution for video. One of these experimental format is the In-Player ad: With in-player ads the player skin itself can be used to place relevant images or text content for the advertiser so that the ad is displayed for the entire time that the video is played.

The buzz in the past year has been with regard to a newer method of video ad delivery that attempts to match relevance by choosing video ads to run with only video that is similar in subject. This is known as contextual video advertising and it can take on a range of different formats with images or text being displayed within a portion of the video window, only being activated when clicked on.

Some of the video sites like to go through the video and include only relevant in-video text advertisements, which match the contents of the video and at the same time it does not disturb the process of video watching by the viewer. Youtube was one of the first sites to adopt this format as a standard and it is called Overlay Video Ads.

I have given you a brief overview of the most common formats of video ads that are being tested and utilized at the moment. That being said, with growth being what it is, and video discovery as new as it is, we will certainly see many different companies innovating in regards to developing new and exciting formats for online video advertising.

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This entry was posted on Friday, August 29th, 2008 at 6:30 am and is filed under Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.