Why I like expandable banners ads with embedded video.
I was recently asked at a gathering of colleagues why I felt so strongly about expandable banner ads and imbedded video.
It should be no surprise that research had a lot to do with my interest and support of the interactive video space. I took a close look into the various advertising opportunities online today and nothing seemed to be as exciting to me as Expandable Banners Ads.
Also I found a lot of research done by Klipmart's and other companys. Let me share some of the information I discovered:
- Did you know that video ads are up to four times more impactful than other online formats? And studies show that most viewers watch over 70% of the content provided.
- Viewers are over five times more engaged with video content with which they can interact.
- Online video is the second most favored ad format, which is only modestly surpassed by sponsored links.
- Here's the most telling: when comparing the same ad units that run on TV to those online, the online ads beat TV ads in boosting brand awareness and purchase intent.
The implications, impact, and importance of online interactive advertising are extremely exciting and impressive for our business. I believe we're all beginning to see significant shifts by the major traditional publishers over the last year toward online content: New York Times, AOL, CBS, Yahoo!, Etc. Research and real world testing have painted a clear picture for these major players and they are now recognizing the importance and value of delivering this type of content on demand.
Cents advertising is a natural source of revenue to support informational websites and online video and is the perfect ad vehicle to provide this much needed revenue stream. In-banner, Expandable Banners Ads, Big Picture and Full Page units can now be complemented by true player independent in-stream solutions that provide pre-roll advertising ahead of requested content.
More advertisers are recognizing the importance of the medium. And there is a growing number of specialty shops such as Klipmart and others to provide a turnkey solution for those companies' online Expandable Banners Ads campaigns. They can now get more creative than ever before. As time goes on, we marketers will become more familiar and comfortable with this medium. As we make it easier and provide compelling solutions and results, our advertisers will begin to demand the use of this platform more often.
It doesn't matter if they're repurposing TV spots or if they're shooting video only for the Internet. The medium seems to deliver results well. However, I must warn that this is not a one size fits all medium. There really is some real great 15 and 30-second spots out there that do a fine job repurposed to run Expandable Banners Adsr or in-stream. We are seeing a steadily increasing number of creative clients shooting footage specifically for online. Whether it's using green-screen techniques, designing the original commercial shoot with an eye to online, or longer form formats with unique messaging and value propositions for viewers.
The online video ad, no matter if it's a Expandable Banners Ads or a pre-roll ad, adds significant layers of richness and complexity to the final product with which the consumer or audience ultimately engages. Although a standard online unit will almost always have some interactivity associated with it, the enriching elements of sound and motion, plus the much more emotional connection people make with video units in general, make for a much more complex sell.
I think one of the problems today is that the marketers themselves don't fully understand the complexity of this platform or how to best use it. Online video sales require an understanding of both the traditional reach, frequency, and emotional impact model of TV/video advertising. Plus, the marketer must also understand the internet's direct response, engagement, and measurability components.
For example, a simple banner ad promoting the release of a new feature film that provides the ability to click to the movie's website or buy a ticket is a fairly simple sales process. However, take the same banner, fill it with the film's emotionally charged, fast-paced video trailer, make it expandable to a Big Picture or Full Screen unit, AND combine that with some creative interactivity like original video, SMS, merchandising or other even more imaginative elements, and then a much more evolved and customized sales process applies. The more creative our advertiser and agency partners become, the more exciting and challenging the sales process for online become.
This platform appears, at this time, to have broad appeal across all demographics. And, as the research becomes more available, I think we'll find its appeal is global. People love to be entertained, and the Expandable Banner Ad format provides the ultimate branding value while entertaining the viewer.
I think we all can agree that expandable banners and video is a powerful combination, which provides a unique opportunity for those advertisers who are actually willing to engage this platform.
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