Page 4 - index

RESEARCH, ANALYSIS & TRENDS

Video Ads:

Real specialty or

patronized

sprinkling?

Video ads and moving images make the Internet richer The effectiveness of in-stream, in-page and branded
- but only if they are well made and follow the rules of entertainment increasingly convinces advertising com-
the medium. Just showing a TV commercial on panies to bet on these winning horses in their market-
YouTube is not enough. ing stall, and not without reason. Video will molt in the
next five years to the fastest growing advertising seg-
For many years, users have become accustomed to the ment and classic display ads on the other hand will suf-
symbiotic self-concept of editorial content and appropri- fer severe loss of revenue due to negative growth
ate advertising. Classic display ads, if they are not hid- stocks.
den by corresponding browser plug-ins, form one of the
backbones of the digital value chain. Advertisers have not yet understood video ads

Advertising is usually accepted, but let us be honest: As much as we like these revenue drivers, the question
Who nowadays still clicks on a banner or takes notice arises, whether marketers should directly apply their
of it? learned logic from the TV environment to digital video
advertising: What do the users really want when watch-
Videos - the new star on the advertising sky ing a video? Do operators of online portals with the en-
tire digital value chain not depend on their users’ taste?
We have learned to accept advertising as given and
even shield it with the inner eye to focus on the actual Several studies show that Internet users do not want to
content. In the case of text, content is a clear process see long commercials. Ideally, they would like to give
that can be justified with the evolution of media usage only about ten seconds of their attention to advertising.
and has virtually become an immovable constant. That Despite all efforts, most advertisers and agencies still
is why the digital advertising industry needs a new star do not understand this very simple request. They
in the sky. sprightly place their TV advertising on the Internet and
as if they had nothing better to do, they recycle the spot
The motion picture takes this role with thanks and without showing any creativity at work.
wows the crowds with content, since advertising that
looks static inevitably loses its grip on relevance. The Not a cheap secondary usage
offensive combination of video, with possibly a clever
story, is known to increase advertising effectiveness for Digital creation must be understood for each brand as
the brand much more intensely and puts more users an important issue - and this fact does not justify in any
under the spell, as a simple banner campaign ever way a cheap secondary use of TV commercials. A per-
could. fect brand presence requires a bit more than the adap-
tation of a classic offline campaign that is recycled by
Videos—cick and gone? the brands for their appearances and their advertising
presence in the digital ether more in a bad than good
Of course, video advertising, in the form of pre-roll way. Hardly any user will be thrilled by old-fashioned
spots, offers a great opportunity to embellish the video TV commercials when they are placed as inevitable pre
content of a portal in a simple way. Only once the spot -roll prior to the favored video. However, a few seconds
has ended, the actual video can be watched. Just a few on the traditional TV usually do not annoy, but the
portals, like YouTube, allow the user to skip the ads just threshold of the user is excessively exceeded on the
after a few seconds with a simple click. Moreover, this internet. At least at this stage, it is getting unpleasant
is a good thing. After all, only the fully watched video for the portal operators and advertisers. In addition, if
provides a great value for advertisers, portals, media no clickable call-to-action URL is lodged for the video
planners and marketers, aside from automatically campaign, due to lack of landing pages, advertisers

played content in inactive browser tabs. actually think about saving the investment in video ad-
vertising from the beginning.
4 Asian eMarketing March 2015 - Video Advertising