TV advertising budgets are slowly moving online. Even so, online video advertising represents about 3% of TV budgets.
In 10 years the figures will look different. Perhaps 25% or 30%. Or perhaps TV will change significantly.
Recent developments in online video advertising include richer formats, such as interactive ecommerce catalogues, games, dynamic location-based ads, social integration.
With change occurring in the market, it feels like a good time to re-assess online video advertising. Aside from recommending our formidable Online Video Best Practice Guide, I thought I’d write some rules for online video ads of the future.
Major tip of the hat here, as these ideas are partly taken from Pierre Chappaz, Founder and CEO of Ebuzzing, and a talk he gave at December 2013’s Le Web.
How long should my YouTube ad be? It’s a question that every advertiser creating a video ad for YouTube has to consider.
Depending on your advertising goals you may have different opinions on the matter.
In this article we look at the results of a split test we recently carried out with one of our clients to find the optimal lenght for an ad when focusing on driving online conversions.
When Google purchased YouTube for $1.65bn in late 2006, some wondered whether the acquisition would be the Web 2.0 equivalent of Yahoo's ill-fated billion-dollar purchase of Broadcast.com during the first .com boom.
It was hard not to be somewhat skeptical: YouTube was an expensive operation to run and was facing the same type of legal assault from Hollywood that basically killed Napster 1.0 years earlier.
Facebook's drive to monetize its massive user base has caused Instagram's first major backlash. Upset with changes to Instagram's terms of service which would allow the company to leverage user data and content in ads, vocal Instagrammers rose up and said "That's not cool!"
While it remains to be seen whether this Instagram backlash has a short half-life, things could get worse for the world's largest social network next year if it rolls out News Feed video ads.
Despite its many critics, television advertising is a $100bn-plus a year market. So it's not entirely surprising that the market for online video ads has evolved to look a lot like its offline counterpart.
There's the desire, now being realized, for digital up-fronts. There is a growing focus on channels. There are Hollywood-like deal structures. And, of course, the pre-roll is the dominant ad unit.
Online video has grown massively in the past two years to the point where it is no longer a ‘nice to have’ and is instead a vital part of many brands’ marketing strategies.
Statistics included in our new Online Video Best Practice Guide show that more than 200m people in the EU7 (UK, France, Germany, Spain, Italy, Russia and Turkey) watch an average of 20 hours each of online video every month.
And as people are becoming more comfortable watching video online, the power of video advertising is also growing.
To help brands take advantage of this opportunity, social web video platform Ebuzzing has put together seven tips for maximising engagement with premium video advertising...
When online video was still nascent, there was a general sense that the advertising models underpinning television would one day be a thing of the past.
But despite the online video boom and the rise of powerful digital distribution platforms like YouTube and Hulu, advertising in online video still looks a lot like advertising on television. Case in point: the pre-roll.
Hopeful to reel in the big brand, big bucks advertisers, YouTube is working on technology that would link up ads on its own site with spots on television, and even on other web sites.
Google's director of television ads, Michael Steib, is reported by wsj.com as saying the technology would allow
advertisers to buy ads across Google TV, which sells remnant inventory from on-air
commercials, YouTube, and video on other Web sites through a single
interface. Google TV Ads Online is reportedly being tested with a small group of advertisers and will bow within months.
According to research conducted by American television network ABC and Nielsen Media Research, web video viewers aren't all that put off by the addition of multiple ads to each 'commercial break'.
With that, ABC looks poised to do something it has talked about the need for: boosting the amount of advertising shown with its online videos to bring online revenue in line with television revenue.