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Another Point to Internet Adverting: Research Shows that Online Video Has Higher Impact Compared to TV

Posted May 2, 2013 by fran @ 9:58 am

An infographic released by Adweek earlier this week showed that online video ads are stronger than ever. The number of people in the US watching videos online has grown to 58% this year, compared to just 38% in 2008. The number of Internet users watching digital video is following the same trend, and has gone up from 56% in 2008 to 75% in 2013.

Compared to TV ads, online video has delivered higher numbers in terms of message recall, general recall, brand recall, and ad likeability which could indicate that online ads are more memorable than TV commercials.

To see all the stats and get the full details, be sure to check out the infographic at the bottom of this post.

Not using video ads yet? It’s high time that you do!

If you aren’t using online video yet, then you could be missing out on tons of traffic and branding opportunities. Internet video ads have a much wider reach now compared to just a few years ago, so getting in front of your target audience is easier than ever. Additionally, since online video has a higher impact compared to its television counterpart, you’ll have better chances of making an impression on customers using this medium.

Two ways to take advantage of online video:

1. Pre-roll ads – These are ads that are played at the beginning of online videos. They’re a good way to reach people who are already engaged and when paired with relevant content, they can significantly boost brand recall.

A best practice in pre-roll video advertising is to include a skip button if you have a lengthy ad. You don’t want to annoy users by forcing them to sit through a long video. Doing so can do more harm than good and cause viewers to see you in a negative light. If your video runs for more than 30 seconds, be sensitive to the time of users and just give them the skip option.

You can work on work on minimizing skips by creating an entertaining ad that will keep people watching. Also make sure to put important messages at the beginning of the video. According to AdWeek, “on average, people streaming video watch ads for 20 seconds with and average completion rate of 87%” so you may want to take that into consideration when timing your ad.

2. FooterRoll Ads – FooterRoll appears as a horizontal bar at the bottom of the browser window and is used to play videos on regular publisher sites. It’s a unique ad unit that always shows up above the fold so viewers can’t help but notice it. The FooterRoll toolbar also contains links and social media buttons so it’s more interactive.

Best practices for using FooterRoll include adding a skip button as well as allowing users to minimize the videos. You want to get people to notice your ads, but not at the expense of their browsing experience.

 

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