This post was reposted from Ebuzzing Blog.
The advertising sector showing the strongest growth is by far online video advertising, increasing by 30% YOY in Europe and the USA.
Most TV campaigns now include a digital element. While TV is still the largest medium, it is becoming increasingly harder to reach young viewers, who spend most their free time online. Thanks to its massive audience, the internet becomes an extremely competitive way of gaining additional GRP. However, if a video ad takes off online it’s not just because of GRP. It’s because online video is an interactive medium, which allows a richer advertising experience.
Fortunately online video advertising is more than just pre-roll. This ad format, inspired by the TV ad model, forces users to watch an ad – assuming the user doesn’t just switch tabs on their browser. The quality of the view is vastly different on TV than it is online because the user is in a completely different mind frame. Internet viewing is active while television is generally passive. Pre-roll formats are so poorly received by users that YouTube has included a skip button on their pre-roll advertising, and on-demand television sites will likely follow suit. But why do so many people insist on only placing video adverts in front of video content, when it can be used anywhere?
Brands produce specific creative for the internet, often known as branded content. Branded content is longer than a typical video ad, sometimes lasting several minutes, and the brand uses this time to tell a story. Typically this is the realm of viral video, as when users enjoy a story they are more likely to share with friends and family. A great example of this type of campaign is Heineken Crack the Case, which we distributed globally to highlight Heineken’s sponsorship of James Bond Skyfall. The campaign generated 500,000 shares and more than 20 million views.
There is no mystery around creating a great viral video campaign. Danone’s Alexis Thobellem explains the success of Evian’s ‘Baby & Me’ (140 million views globally and YouTube’s #1 ad of 2013) as a ‘joyous’ creation that was backed up by a distribution strategy, which encouraged sharing. By distributing this campaign Ebuzzing was like accelerant on a fire. Without firelighters your barbecue will struggle to get going. It’s exactly the same thing as a viral video ad, without an efficient distribution strategy, even the best creation probably won’t take off. The best viral distribution strategies are based on influencers identified by semantic and conversational analytical technologies.
A brand new format
The reason the internet appears innovative in comparison to TV is because it allows users to engage with advertising. The user can be induced to share the video ad, visit the advertisers website or test or buy a product. All this can be done without leaving the video player, thanks to rich media zones, overlays, and microsites, to name just a few. In order to incite an action from the user the brand begins a two-way relationship, and is likely to obtain better levels of recall and engagement.
Engagement can begin with a simple choice. Our video wall offers users the opportunity to choose from a selection of targeted video ads before accessing their premium content or added value service. Already implemented by premium websites such as MTV and Last FM, it’s a great alternative to paywalls.
To generate engagement the advert must be relevant to the user. Our Native format, placed on premium media sites, uses contextual targeting to identify keywords on a website. It then analyses the content of each individual article to serve up a relevant ad, within the heart of editorial.
A key benefit of digital advertising is that absolutely everything can be measured and analysed. Clicks, views, shares, dwell times, but also sentiment and emotional reaction to a campaign, comments from users and to what extent objectives have been met.
Online video advertising will become more and more interactive. It’s a developing medium. The dramatic expansion of the smartphone and tablet market holds even greater opportunities for online video. Users don’t just click an ad, they play with it. We’ve come a long way since the first days of TV advertising.
Pierre Chappaz is CEO & Co Founder of Ebuzzing.