Even with the global COVID-19 crisis, the online video advertising market has witnessed a steady growth curve. The industry is, however, trading carefully not to make any past banner ads mistakes. Across different platforms, users are bombarded with an array of ads. The best part is that you can automatically skip any ad that doesn’t interest you on several social media platforms including YouTube. Users do not have to pay attention to any content that doesn’t interest them.
For brands, video advertising and marketing online are an opportunity to convince users of their products and services, as well as the overall brand. As such, brands have mastered the unique art of creating quality, meaningful and catchy videos especially during the first few seconds of an ad. This is to prevent users from skipping ads by all possible means.
According to Veena Shobhani, getting it right with video advertising is a comprehensive strategy. It includes creating the right content that inspires users and offers the right value to clients. This means producers do not have to solely focus on the production process and concept, but also evaluate the emotional value of an ad, distribution channel and how the client is more likely to receive the message therein.
Surveys also reveal that enhancing user experience helps brands to get it right with online video advertising. In an Opinion Matters and Outbrain survey focusing on online content use in Germany, 33 per cent of online users in the country feel disturbed by popping ads. 27 per cent of the users ignore the ads. Veena and other experts, therefore, recommend placing ads at the end of an article so that users can move from click to skip, to click to watch and avoid content bias on ads.
There is also the need to create short quality videos that offer users extra added value. This means providing useful and relevant information that captures online user’s attention.