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Research Report, 12/01/06
Online video advertising is growing rapidly, yet it’s still in its infancy as a method of marketing to consumers. This type of advertising offers many benefits:
- Estimated four times greater impact than other online ad formats.*
- Deep brand engagement similar to a television ad.
- Immediate interactivity of an online ad.
- Richer tracking data than television can provide.
The Online Publishers Association released a study last year which found that 27 percent of Internet users now watch video online at least once a week. According to the Wall Street Journal in August 2006, “Web video is exploding, fueled by high-speed connections, easier downloads, and a flood of new entertainment offerings.”
If you are thinking of advertising on MSN Video, here are some things to consider:
- Length matters – Save your long pre-roll ads for advertising on long videos (more than five minutes). The audience will probably have more patience. Short videos demand short ads.
- Consider the context – The video that the person chose to view matters, as does the Web site. A serious ad preceding a humorous video may come across as sarcastic – but then again, that may make it memorable.
- What would Charlie Chaplin do? – Viewers may not have their earphones in when your pre-roll ad plays. Don’t rely too much on your audio—make sure you capture their attention visually, too.
- Design for the medium – Some advertisers are choosing to create custom ads for the streaming medium rather than repurpose their TV creative. You may be surprised at what can be done with some B-roll and a little imagination.
- Wear a cap – Frequency cap, that is. Yes, your audience can get too much of a good thing.
- Make a smooth landing – As with any banner, make sure that the landing page follows logically, with a consistent experience that pays off the expectation created in your ad.
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