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IAB programmes manager Jack Wallington explains how the introduction of high quality, full-screen video has enabled new advertising models to push impressive and measurable return on investment.
Monday, 26 November 2007
Online video advertising made its name through user generated content (UGC) sites and viral marketing like Dove’s Campaign for Real Beauty or more recently Cadbury’s Dairy Milk gorilla. The real power of video advertising, however, lies in the actual advertising formats being presented by companies like ITV, Channel 4 and Sky. This isn’t a flash in the pan, these are companies with big budgets and that UK audiences are familiar with. All of which have internet delivered TV with serious advertising solutions available now.
The audience and capability is already present - over 80% of UK internet users have broadband – advertisers simply need to continue to make the most of the medium. With UGC sites like YouTube also adding advertising to partner content, the video advertising machine is ready and the cogs are already turning.
It’s video advertising, but not as you know it
There is a growing split in the way people view online video. Short clips like those on YouTube continue to be immensely popular and find their way onto desktops as people browse and flick between clips. It’s simply another form of website content; content that is perfectly suited to Flash overlay banners during a clip and short five second ads before and after.
Offerings like Joost, ITV and Channel 4’s 4onDemand offer higher quality, full screen, full length programming allowing consumers to push their chair back, put their feet up and watch ‘TV’ in the living room or bedroom. This is not “internet TV”, but traditional TV delivered through the internet with all of the benefits this form of delivery offers. Sponsorships and longer ads are at home here.
Combining both long and short video content is video on the move through portable devices like mobile phones and iPods. These require video to be downloaded and viewed offline– be it a 2 hour film or a 3 min music video. It is possible to attach ads to the downloadable content and, because of the portable nature, suits shorter ads.
Brand building like never before/ 7 reasons why video advertising should be part of your marketing mix:
1. Increased immersion beyond that of other internet advertising and traditional TV advertising because users have opted to watch particular content.
2. Targeting opportunities impossible with any other form of video delivery.
3. Internet video is popular.
4. Immediate - like consumers, advertisers no longer have to wait for the right programming to be scheduled because programmes are already available.
5. Increased relevance as ads are added to the right content at the right length for the video piece.
6. Reach and breadth of audience is immense. Google search has YouTube video embedded into results, while MySpace and Facebook make adding a video as easy as pasting a URL.
7. User data and tracking– now you know exactly how many people have seen your ad and who they are! Sounds just like other forms of internet advertising…
Make your adverts specifically for online!
The only real challenge with video advertising is to make your ads compelling for the audience you are targeting - sound familiar? Ads must be comparative in length and content to that of the video clip, 5 - 10 secs is proving to be effective on videos of 2 – 3 minutes. Longer videos are obviously more receptive to longer groupings of 15 - 30 sec ads.
A world of creativity
On top of the obvious, the internet allows for the likes of interactive video (like Jennifer Aniston’s shoes? Click them to buy them!) Online also breaks the rules in terms of advertiser funded video and product placement. The sky really is the limit – as British Airways found by combining advertiser funded video and product placement in an extended version of their recent advert with comedian Pam Ann placed on YouTube.
Conclusion
Draw parallels between traditional television advertising and other forms of internet advertising, but understand that online video advertising is a different medium. Treat it as such, and you’ll discover that it is an exciting online proposition that will take your brand further than any other.
Other articles from the IAB staff's week of online insights:
Monday, 26 November 2007
Online video advertising made its name through user generated content (UGC) sites and viral marketing like Dove’s Campaign for Real Beauty or more recently Cadbury’s Dairy Milk gorilla. The real power of video advertising, however, lies in the actual advertising formats being presented by companies like ITV, Channel 4 and Sky. This isn’t a flash in the pan, these are companies with big budgets and that UK audiences are familiar with. All of which have internet delivered TV with serious advertising solutions available now.
The audience and capability is already present - over 80% of UK internet users have broadband – advertisers simply need to continue to make the most of the medium. With UGC sites like YouTube also adding advertising to partner content, the video advertising machine is ready and the cogs are already turning.
It’s video advertising, but not as you know it
There is a growing split in the way people view online video. Short clips like those on YouTube continue to be immensely popular and find their way onto desktops as people browse and flick between clips. It’s simply another form of website content; content that is perfectly suited to Flash overlay banners during a clip and short five second ads before and after.
Offerings like Joost, ITV and Channel 4’s 4onDemand offer higher quality, full screen, full length programming allowing consumers to push their chair back, put their feet up and watch ‘TV’ in the living room or bedroom. This is not “internet TV”, but traditional TV delivered through the internet with all of the benefits this form of delivery offers. Sponsorships and longer ads are at home here.
Combining both long and short video content is video on the move through portable devices like mobile phones and iPods. These require video to be downloaded and viewed offline– be it a 2 hour film or a 3 min music video. It is possible to attach ads to the downloadable content and, because of the portable nature, suits shorter ads.
Brand building like never before/ 7 reasons why video advertising should be part of your marketing mix:
1. Increased immersion beyond that of other internet advertising and traditional TV advertising because users have opted to watch particular content.
2. Targeting opportunities impossible with any other form of video delivery.
3. Internet video is popular.
4. Immediate - like consumers, advertisers no longer have to wait for the right programming to be scheduled because programmes are already available.
5. Increased relevance as ads are added to the right content at the right length for the video piece.
6. Reach and breadth of audience is immense. Google search has YouTube video embedded into results, while MySpace and Facebook make adding a video as easy as pasting a URL.
7. User data and tracking– now you know exactly how many people have seen your ad and who they are! Sounds just like other forms of internet advertising…
Make your adverts specifically for online!
The only real challenge with video advertising is to make your ads compelling for the audience you are targeting - sound familiar? Ads must be comparative in length and content to that of the video clip, 5 - 10 secs is proving to be effective on videos of 2 – 3 minutes. Longer videos are obviously more receptive to longer groupings of 15 - 30 sec ads.
A world of creativity
On top of the obvious, the internet allows for the likes of interactive video (like Jennifer Aniston’s shoes? Click them to buy them!) Online also breaks the rules in terms of advertiser funded video and product placement. The sky really is the limit – as British Airways found by combining advertiser funded video and product placement in an extended version of their recent advert with comedian Pam Ann placed on YouTube.
Conclusion
Draw parallels between traditional television advertising and other forms of internet advertising, but understand that online video advertising is a different medium. Treat it as such, and you’ll discover that it is an exciting online proposition that will take your brand further than any other.
Other articles from the IAB staff's week of online insights:
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