Video advertisements have become integrated into the everyday Internet user experience.
You’ve seen them almost every time you watch a video. Whether you’re on Hulu or Youtube, your viewing experience is almost always intercut with video advertisements, which operate in much the same way television advertisements would, but on the Internet.
What you may not know is that there are actually many different kinds of video ads to chose from:
- In-stream ads. These usually appear before, in the middle of, or after video content. In-stream ads may appear multiple times for longer pieces of video content, such as half-hour or hour-long episodes. Transparent in-stream ad banners may also appear as the video is playing. This is often the most expensive option for advertising, since it is most visible to a captive audience, which can’t ignore it unless they click on the ad to exit the ad. This option is still less expensive than television ads, and hence their rampant use. You can also optimize in-stream ads in such a fashion that it provokes interest and increases your click-through-rate.
- In-page ad. These appear on the web page just outside the video window or player. These tend to be full videos, similar to a commercial that would play on television. They sometimes play in between breaks in the video, or between the “white space.”
- Companion ad. This is a banner ad that displays content, often related to the content, at the same time as the video plays. Companion ads are often targeted based on user interests, or targets the same audience the video content itself targets.
- Expanding Ad. With an expanding ad, the user chooses whether to interact with it. An expanding ad will usually begin as a banner ad, with an “click here to expand” option. Should a user choose to expand, the expanded version will usually provide more content from the advertiser, such as a video or trailer. This ad option is appealing, as users tend to be less annoyed with expanding ads due to the fact that users have control with how they interact with it. Advertisers track the expansion, contraction and interaction with the ad.
- Interactive video ad. An interactive video ad is just what it sounds like. An Interactive video ad may include games, polls or other interactive materials that allow the user to choose how to experience the ad. It usually appear for a temporary amount of time in between breaks in a longer video, and are commonly used in Hulu videos.
- Teaser / Bumper ad. A teaser ad is a short video that appears before the video content. These kinds of ads have enjoyed some popularity in the past due to high click-through-rates, but have since depreciated in use. Users clicking through these teaser ads would often get disappointed when they clicked on a teaser ad that didn’t show a brand, only to see that they were “bamboozled” by an advertisement by the time they reached the company website.
These are just a few of the video advertising options you can choose from. You can consult your SEO professional at Sticky Web Media about what video advertising options would be best for your business.