The online video ecosystem has exploded.
Consumers have more options than ever for watching video online: YouTube channels, TV shows and movies on sites like Hulu, original web programming from Yahoo and Netflix, plus sites for the hundreds of network and cable channels out there. In short, online video is an avalanche.
Advertisers are looking to get into this boom through In-Stream ads. But just like the digital world was once a mystery to those who only knew print, In-Stream is new territory for those who may only know standard banners. And adding to the complexity are all of the devices where In-Stream content can now be viewed – desktops, tablets, smartphones and even internet-connected TVs. What kind of ad can you make with In-Stream? How can you best take advantage of the medium? Who’s going to see your ad and where and how do you scale it? While consumers may be overwhelmed by all the new opportunities to view video online, advertisers might be getting overwhelmed too.
So how do you take control of the situation and make your In-Stream ad stand out in this sea of content? Here are a few recommendations based on experience and hard data:
1. Make it easy to share
This one’s a no-brainer these days; if you’ve got a great ad, make sure it’s easy to spread the word by linking to Facebook, Twitter or other social media. Your ad can’t “go viral” if it’s been socially quarantined. Bonus: while people are clicking to share, your interaction rates are rising, and you didn’t have to write any ActionScript. It’s a win-win.
2. Entertain while informing
Think about the videos that your friends post in your Facebook newsfeed. What do they have in common? Most of them probably feature humorous content or somethingbeing blown up. So if you’ve got a video that showcases your project in an interesting way, now’s the time to make it the centerpiece and build content around it that enhances the experience.
3. Maximize your assets
Most of those dipping their toe in the In-Stream pool for the first time don’t have a robust, interactive video-based experience just lying around. But with a few videos, photos and logos, you can put together an ad that features video and photo galleries, throw in a quick poll, top it off by bringing in your Twitter feed, and voila – a video-based ad experience that engages and excites with just the assets you already have lying around.
4. Integrate across screens
A recent Razorfish report indicates that 80% of respondents are mobile multitasking while watching TV, and a recent Nielsen/IAB study revealed that nearly 75% of consumers remember an ad when viewed across media platforms as opposed to 50% on just TV alone. This means that you need to engage the user in a whole new way because they’re not just watching anymore – they’re participating. You could show the same video across TV and online In-Stream platforms, but you’d be missing out on a chance to make the most of your opportunity. Instead, show that video in both places and then build content around the online version, whether in a canvas or with non-linear and companion ads that add to the message of the video.
5. Get with the VAST/VPAID program
Making your ad compatible with VAST and VPAID ensures it can be played across the largest number of players possible. This will help you scale even further across all of the rapidly multiplying touchpoints for your ads.
In-Stream advertising is a huge opportunity for advertisers, but there’s no need to be intimidated by it. Take your video and create an experience around it; the only mistake you can make is not taking full advantage of the medium.
