In its basic form, video advertising can be described as an ad that would normally run on TV being delivered online, but as the popularity of video advertising increases advertisers are beginning to adapt their communication to better suit online. For example, producing shorter edits or versions that work without sound. Where and how these ads are delivered is explained in detail throughout this chapter.

Video advertising on the internet isn’t new, but the volumes and the variety of different formats available is increasing considerably. Many websites already carry video advertising which is usually in the form of pre-rolls or other forms of moving image using, for example, Flash technology. However, within the next few years one of the major differences will be an increasing amount of video advertising presented in and around other video content. This could just as easily be programming from existing broadcasters, made for broadband, branded content and even user-generated content (UGC).

Consumer experience

Users of the internet will already be accustomed to seeing moving images on their computer screens but they will be seeing a lot more of it in future as the medium continues to flourish.

For example, some of the UK’s largest broadcasters have either already launched or will soon be launching a variety of different services that will allow users to watch TV over the internet and much of this content
will carry video advertising before the video (pre-rolls) and during videos (interstitials). These services will provide simultaneous online and offline broadcasting (simulcast) and video on demand via either streaming or downloading.

Implications for advertisers

The increase in video use by consumers opens up a whole new range of opportunities for advertisers that go way beyond just using repurposed TV or cinema commercials online. There is a common belief that the conventional 30 second television commercial is not as effective when presented on the internet, so there will almost certainly be a move towards the use of much shorter pieces of video advertising which will have a greater impact.

The future will also allow advertisers to use web technology that will enable users to click through from their video advert to their own website, or roll their mouse pointer over a product to trigger a whole new video presentation or even buy the product!

Measurement

Measurement of video on the internet is going to be far more complex than the current means of measuring traditional online advertising. The main reason for this is that video is a linear format – it has a start, middle and an end. This means that it will no longer be enough to log the fact that the ad has been served (as in traditional online advertising), but to log that the entire duration of the ad has been delivered. ABC Electronic has been working with the major broadcasters in the UK, the IPA and BARB to develop an entirely new measurement tool for video.

It will be necessary to develop an entirely new raft of industry wide standards that can be used to capture the relevant data. This is so that it can be processed and presented in a uniform manner and this will aid the development of a new planning currency.

The project will initially only be able to measure the broadcaster’s simulcast services. Further work will be needed to allow the measurement of streaming video on demand (VOD) and downloads as both of these present even tougher challenges!