Video Advertising ⋆ Simonetta Ronconi
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Video Advertising

Video Advertising

It is time to concentrate 100% on Video Advertising – one of the driving forces of today’s online marketing. 

Here a simple definition of what is implied with this term.  

Video advertising includes: 
• in-stream video (pre-roll, post-roll…) 
• in-stream banner overlay 
• in-banner and in-text video advertising 
• video advertising in Social Network, Apps for Smartphone and Tablet 
• contextual video advertising (i.e. companion banner)     

In-Stream Video Ads 
Ads offered before, during and after viewing a video content requested by the consumer. Typically, the display of these advertisements cannot be interrupted (in particular in the case of pre-roll). This format is frequently used to monetize the video content that the advertiser offers. The In-Stream Ads can be placed inside video of short or long duration, and depend on the content of the video which they support. There are three different types of video content in which the in-stream can be placed: UGC (User Generated Content Video), Syndicated, and Journalistic Sourced   

In-Banner Video Ads
Use the area of a banner to offer a video in opposition to another media format standard or rich. The format depends on the existence on the page of an inventory of tools to suitable ads for the demand.

In-Text Video Ads 
Ads displayed from underlined words or phrases within textual web content. The ads are triggered by users and are displayed only when a user decides to move his mouse over a relevant word or phrase.   

Contextual Ads 
The existing engines of contextual ads send text and image ads to content pages and not to search pages. The ads are related to keywords extracted from the content. Advertisers can leverage on the existing keyboard based paid-search system to gain access to a wider audience.  

Companion Ads (Related advertising) 
With both linear video ads and non-linear video ads it is possible to associate other content to the main video reasonably related to it – in the form of related advertising. Often it’s text, display ads, rich media ads or skins that create a frame around the video, and can slide alongside one or both videos and advertising contents. The primary purpose of related advertising is to offer visibility to the advertiser through the experience given by the video content. The companion ads can be directly clickable, have rich media formats, or offer further opportunities for engagement through expansion inside the page.

It is enough to make your head spin but this is the world we are living in and we are apparently already used to it.    


Simonetta Ronconi


Sources: 

http://www.iab.it/ 


Featured image credit: pixabay.com

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