Video advertising encompasses online display advertisements that have video within them, but it is generally accepted that it refers to advertising that occurs before, during and/or after a video stream on the internet.
The advertising units used in this instance are pre-roll, mid-roll, and post-roll and all of these ad units are like the traditional spot advertising you see on television, although often they are “cut-down” to be a shorter version than their TV counterparts if they are run online.
Broadcast websites such as Sky.com and itv.com have such advertising on their sites, as do newspaper websites such as The Telegraph, and The Guardian. In 2010, video ads accounted for 12.8% of all videos viewed and 1.2% of all minutes spent viewing video online.
Tips for Creating Advertising Videos
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Keep Your Video Short
One advantage online videos have over TV commercial is that they’re more flexible, especially when it comes to time. However, that doesn’t mean you should shoot for a feature-length film. The average browser’s attention span is short and — unless yours is particular spectacular — they won’t be freeing up a lot of time from their schedules to watch your video. Make sure your promotional videos are no more than 90 to 120 seconds in length.
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Include a Transcript of Your Video
Posting a text version of your video is essential if you want potential customers to find it through a web search. By harnessing the power of search engine optimization (also known as SEO), potential customers can stumble upon your video while searching for any phrase found in your script. Also, while people in general are more visual than verbal, a transcript is helpful for those who may prefer reading to watching.
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End With a “Call to Action”
Sometimes abbreviated to “CTA,” a call to action is a marketing strategy where the viewer is encouraged to do something related to the business being advertised. Your CTA can be something direct like “Call us today!” or a less demanding “Click here to check out our other online videos.” You may also want to highlight special promotions or new features. For an advertising video on the web, the ultimate goal of a CTA is to get potential customers to click through to other pages on your site.
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