Video Advertising Overview, A Review of Video Advertising Formats
Posted by edealers on 2009-07-02 in advertising, business, general, internet, marketing, media, multimedia, online, promotion, video, www
As we all have been reading, online video consumption growth
rates have soared over the past year especially due to
broadband growth and penetration. As a result, video sharing
and video search website have realize a much stronger
traffic scenario whereby advertisers and marketers are
spending and are poised to spend just short of $1billion in
online video advertising this year.
Due to the overwhelming demand from advertisers to develop
effective methods for online video advertising delivery,
some of the online video sharing giants have implemented
various forms of online video ad formats. Historically,
in-stream ads, also known as pre-roll ads, mid-roll, and
post-roll, have been the dominant standard in terms of the
format most advertisers gravitated towards due to the
prominence of the ad content itself.
Pre-Roll Format - Ads, typically videos in duration of 15 or
30 seconds are streamed before the video itself plays. This
make the advertising incredibly prominent but causes plenty
of issues with regard to user friendliness and many studies
show this format to be unpopular with users.
Post-roll Video Ads: In post-roll ads, just like pre-roll, a
15 or 30 sec clip is streamed at the end of a video itself.
This is usually launched in conjunction with pre-roll as
well as often times, the advertiser never gets their ad seen
as users most often only watch part of the video.
Mid-Roll Format - With mid-rolls, a short clip is streamed
in the middle (sometimes every X minutes) of video content
that is playing. This tends to be less annoying to users as
they are acustomed to this format in television advertising.
Some of the video sites have started experimenting with
different formats like, in-player banners: In-player ads
sometimes include relevant text or image advertisements in
the space available in video player between the outer margin
of the video and the inner margin of the video player.
The buzz in the past year has been with regard to a newer
method of video ad delivery that attempts to match relevance
by choosing video ads to run with only video that is similar
in subject. This is known as contextual video advertising
and it can take on a range of different formats with images
or text being displayed within a portion of the video
window, only being activated when clicked on.
One of the most popular version of contextual video
advertising is that of what is known as the "overlay ad." In
this format, relevant textual ads are scrolled or displayed
across a small portion of the video screen (usually the
bottom). Users in particular prefer this format as it is
relatively unobtrusive.
These are some of the popular and in-use video formats at
the present time. But the work is still going on for the
development of the new video formats for the future and no
real standard has been set. It will be quite interesting to
see what the leaders in this space come up with next.
rates have soared over the past year especially due to
broadband growth and penetration. As a result, video sharing
and video search website have realize a much stronger
traffic scenario whereby advertisers and marketers are
spending and are poised to spend just short of $1billion in
online video advertising this year.
Due to the overwhelming demand from advertisers to develop
effective methods for online video advertising delivery,
some of the online video sharing giants have implemented
various forms of online video ad formats. Historically,
in-stream ads, also known as pre-roll ads, mid-roll, and
post-roll, have been the dominant standard in terms of the
format most advertisers gravitated towards due to the
prominence of the ad content itself.
Pre-Roll Format - Ads, typically videos in duration of 15 or
30 seconds are streamed before the video itself plays. This
make the advertising incredibly prominent but causes plenty
of issues with regard to user friendliness and many studies
show this format to be unpopular with users.
Post-roll Video Ads: In post-roll ads, just like pre-roll, a
15 or 30 sec clip is streamed at the end of a video itself.
This is usually launched in conjunction with pre-roll as
well as often times, the advertiser never gets their ad seen
as users most often only watch part of the video.
Mid-Roll Format - With mid-rolls, a short clip is streamed
in the middle (sometimes every X minutes) of video content
that is playing. This tends to be less annoying to users as
they are acustomed to this format in television advertising.
Some of the video sites have started experimenting with
different formats like, in-player banners: In-player ads
sometimes include relevant text or image advertisements in
the space available in video player between the outer margin
of the video and the inner margin of the video player.
The buzz in the past year has been with regard to a newer
method of video ad delivery that attempts to match relevance
by choosing video ads to run with only video that is similar
in subject. This is known as contextual video advertising
and it can take on a range of different formats with images
or text being displayed within a portion of the video
window, only being activated when clicked on.
One of the most popular version of contextual video
advertising is that of what is known as the "overlay ad." In
this format, relevant textual ads are scrolled or displayed
across a small portion of the video screen (usually the
bottom). Users in particular prefer this format as it is
relatively unobtrusive.
These are some of the popular and in-use video formats at
the present time. But the work is still going on for the
development of the new video formats for the future and no
real standard has been set. It will be quite interesting to
see what the leaders in this space come up with next.
