Branding with Video Online is nothing new to most users and has continued to be a pioneer in the way that people receive and look up information. Most homes in the United States have access to the internet, which provides advertisers and businesses ample opportunities to reach a broad market of viewers. With most homes with internet access using broadband and cable connections, watching videos and even entire television episodes, connecting to potential consumers has never been easier for advertisers. Advertisers are taking notice, too—video advertising has grown over 41 percent since 2009.
Online video advertising takes many different forms. The most common is the pre roll ads that start premier before the start of a video clip on nearly every video website including YouTube and Hulu. We have all had to sit through a video pre roll ads when we sit down to watch an episode of our favorite TV show online or cat video. We as online viewers tend to be quite impatient, and dread the “your video will start after this short ad” notice comes on. However, advertisers know you are not going to run to the bathroom during their ads, since they are only 15 to 30 seconds on average.
YouTube has been a pioneer in online video advertising. Their Branding with Video Online Strategy is something less than desirable, however some brands would be more “engaging” brand wise than others. Most featured videos contain a short video pre roll ad, but more and more clickable ads are popping up on the internet’s most used video site. In this case, the viewer can continue to watch their video with the option of clicking a running banner on the bottom of the viewing screen. Clicking it will not interrupt your video, but it will bring up a pop up for the advertised product. Most viewers immediately click the x, opting to close the banner all together. But for every four people that close the banner one will be curious enough to see what the product is about. This is good for advertisers because this could lead to millions and millions of views per day.
As more people are installing pop-up blockers and ignoring company emails altogether, advertisers had to remain on the cutting edge of getting their product to the consumer. The video pre roll ad remains one of the sure bets in the marketing world. However, it has to be just as entertaining as the video the viewer is about to watch, or they are going to leave the website, knowing that sometimes the wait is not worth the video they are about to watch—even only to have to sit through a 3 second commercial.
Online video ads will continue to evolve—just as the internet has over the years. As viewers get “smarter” about avoiding ads, advertisers will continue branding with online video in other ways. All it takes is a hefty advertising budget, and advertisers will get the job done. I wonder how much more Branding with Video Online strategy will be required to keep brands in top positions on various devices/ platforms.