Video Advertising Overview " Common Video Ad Formats & Methods
With the incredible rapid growth that online video sharing and video search sites are realizing, more and more advertisers are pumping money into video advertising. According to the latest research, online video advertising revenues in the US are expected to reach $7.1 billion by 2012 which is a 72 percent compound annual growth rate for the next five years. In 2008, the projections are just shy of $1billion.
Due to the overwhelming demand from advertisers to develop effective methods for online video advertising delivery, some of the online video sharing giants have implemented various forms of online video ad formats. Historically, in-stream ads, also known as pre-roll ads, mid-roll, and post-roll, have been the dominant standard in terms of the format most advertisers gravitated towards due to the prominence of the ad content itself.
Pre-Roll Ads - In this format of advertising, the advertisement clip is inserted before the actual video and while playing the video, the advertisement clip is played first and the viewer is compelled to watch the advertisement before the start of the real video file.
Post-roll Ads - This format includes the advertisements at the end of the video clip and it is up to the viewer to decide whether to watch the advertisement clip or not. This format of advertisement is being used by certain video sites. However, this is not effective for the advertiser as often times users dont watch the entire video.
Mid-Roll Format - With mid-rolls, a short clip is streamed in the middle (sometimes every X minutes) of video content that is playing. This tends to be less annoying to users as they are acustomed to this format in television advertising.
As stated earlier, due to the demand, many of these video websites have begun to test and offer new, innovative ad solution for video. One of these experimental format is the In-Player ad: With in-player ads the player skin itself can be used to place relevant images or text content for the advertiser so that the ad is displayed for the entire time that the video is played.
The buzz in the past year has been with regard to a newer method of video ad delivery that attempts to match relevance by choosing video ads to run with only video that is similar in subject. This is known as contextual video advertising and it can take on a range of different formats with images or text being displayed within a portion of the video window, only being activated when clicked on.
One of the most popular version of contextual video advertising is that of what is known as the "overlay ad." In this format, relevant textual ads are scrolled or displayed across a small portion of the video screen (usually the bottom). Users in particular prefer this format as it is relatively unobtrusive.
Although there are a few other formats that are being tested and utilized, the formats that I covered are the most commonly used formats at the moment. That being said, with the attention on this sector as it is, we will likely continue to see rapid innovation and will keep our eye out for the next best online video ad format.
Due to the overwhelming demand from advertisers to develop effective methods for online video advertising delivery, some of the online video sharing giants have implemented various forms of online video ad formats. Historically, in-stream ads, also known as pre-roll ads, mid-roll, and post-roll, have been the dominant standard in terms of the format most advertisers gravitated towards due to the prominence of the ad content itself.
Pre-Roll Ads - In this format of advertising, the advertisement clip is inserted before the actual video and while playing the video, the advertisement clip is played first and the viewer is compelled to watch the advertisement before the start of the real video file.
Post-roll Ads - This format includes the advertisements at the end of the video clip and it is up to the viewer to decide whether to watch the advertisement clip or not. This format of advertisement is being used by certain video sites. However, this is not effective for the advertiser as often times users dont watch the entire video.
Mid-Roll Format - With mid-rolls, a short clip is streamed in the middle (sometimes every X minutes) of video content that is playing. This tends to be less annoying to users as they are acustomed to this format in television advertising.
As stated earlier, due to the demand, many of these video websites have begun to test and offer new, innovative ad solution for video. One of these experimental format is the In-Player ad: With in-player ads the player skin itself can be used to place relevant images or text content for the advertiser so that the ad is displayed for the entire time that the video is played.
The buzz in the past year has been with regard to a newer method of video ad delivery that attempts to match relevance by choosing video ads to run with only video that is similar in subject. This is known as contextual video advertising and it can take on a range of different formats with images or text being displayed within a portion of the video window, only being activated when clicked on.
One of the most popular version of contextual video advertising is that of what is known as the "overlay ad." In this format, relevant textual ads are scrolled or displayed across a small portion of the video screen (usually the bottom). Users in particular prefer this format as it is relatively unobtrusive.
Although there are a few other formats that are being tested and utilized, the formats that I covered are the most commonly used formats at the moment. That being said, with the attention on this sector as it is, we will likely continue to see rapid innovation and will keep our eye out for the next best online video ad format.
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