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Play was assigned by FOSTER’S to help celebrate the brand’s infectiously Australian, ‘No Worries’ attitude. More on Play's award winning campaign.Getting started: length and quality
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Written by Jack Wallington senior programmes manager, IAB
This section explains two fundamental aspects of online video advertising that you must understand before considering a campaign: the video content you will be placing adverts around and the value chain of companies you will need to work with.
On the internet there are different types of video clips and programmes, known as video content. You must think about the audience you would like to reach, and the type of video content you will advertise around to reach them. Consider two important aspects:
The quality and length of video content will affect how receptive a consumer is to advertising in the same way as TV or written web pages. With online video, the higher the quality or the longer the clip, the more receptive a consumer will be to advertising. Think about what you want to achieve, short ads or different formats can be effective for your particular objectives.
The below tables show what types of video people watch, why they watch it and how they watch it. It is categorised as three types of video content called snippets, boutique and programmes and film.
Why are they watching it?
How are they watching?
(adapted from Simply TV / Work Research, March 2008)
Obviously, advertising around higher quality, professionally produced boutique, programme and film content will come at a premium cost because they have greater brand association and a large number of people from certain demographics will return regularly.
People that choose to watch high quality content will be more receptive to advertising. For instance, if someone chooses to watch a professionally produced episode of Lost on Channel 4’s website, they will be more receptive to an advert break at the beginning, middle and end of the programme, largely because they are used to it on TV.
Equally, if it’s the world premiere of the latest music video from the Kings of Leon or Lady Gaga, people will be more willing to sit through a short advert to watch it. If someone clicks to watch a homemade clip on YouTube, they may be less likely to accept lengthy advertising beforehand because it doesn’t seem worth the wait.
You will be able to judge quality based on your own knowledge of the content, and on information provided by publishers and agencies.
On the internet, very short video content (clips of usually 1 – 3 minutes) is extremely popular, forming the bulk of video consumed. Advertising around this short form content must be approached differently to long form content (programmes usually 15 – 60 minutes). Like quality, you will be able to find out more information from publishers and agencies. Rules to consider for length:
Online video advertising has a unique value chain of companies when making a campaign. Below is a diagram showing that workflow. Always consider how each company will work together.
For a longer list of companies in the online video industry, please click here.
This section explains two fundamental aspects of online video advertising that you must understand before considering a campaign: the video content you will be placing adverts around and the value chain of companies you will need to work with.
Video content
On the internet there are different types of video clips and programmes, known as video content. You must think about the audience you would like to reach, and the type of video content you will advertise around to reach them. Consider two important aspects:
The quality and length of video content will affect how receptive a consumer is to advertising in the same way as TV or written web pages. With online video, the higher the quality or the longer the clip, the more receptive a consumer will be to advertising. Think about what you want to achieve, short ads or different formats can be effective for your particular objectives.
What types of video are consumers engaging with?
The below tables show what types of video people watch, why they watch it and how they watch it. It is categorised as three types of video content called snippets, boutique and programmes and film.
Why are they watching it?
How are they watching?
(adapted from Simply TV / Work Research, March 2008)
Quality
Obviously, advertising around higher quality, professionally produced boutique, programme and film content will come at a premium cost because they have greater brand association and a large number of people from certain demographics will return regularly.
People that choose to watch high quality content will be more receptive to advertising. For instance, if someone chooses to watch a professionally produced episode of Lost on Channel 4’s website, they will be more receptive to an advert break at the beginning, middle and end of the programme, largely because they are used to it on TV.
Equally, if it’s the world premiere of the latest music video from the Kings of Leon or Lady Gaga, people will be more willing to sit through a short advert to watch it. If someone clicks to watch a homemade clip on YouTube, they may be less likely to accept lengthy advertising beforehand because it doesn’t seem worth the wait.
You will be able to judge quality based on your own knowledge of the content, and on information provided by publishers and agencies.
Length
On the internet, very short video content (clips of usually 1 – 3 minutes) is extremely popular, forming the bulk of video consumed. Advertising around this short form content must be approached differently to long form content (programmes usually 15 – 60 minutes). Like quality, you will be able to find out more information from publishers and agencies. Rules to consider for length:
Value chain
Online video advertising has a unique value chain of companies when making a campaign. Below is a diagram showing that workflow. Always consider how each company will work together.
For a longer list of companies in the online video industry, please click here.
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