opinion

How to Exploit Video Banner Advertising

How to Exploit Video Banner Advertising

The video banner ad format is becoming more and more popular with marketers. Online research company eMarketer states that in the U.S., by 2019 digital ad spending for video banners will rise to $6.82 billion for mobile and $7.95 billion for desktop.

This demand is because the video format is much more likely to capture and hold the consumer's attention. According to Adform's Digital Advertising Benchmark Report (2015), the average time that a consumer watches a video banner ad is between 34 and 37 seconds. Adform's report also claims that the CTR for video banners is 264 percent higher than that of standard banners, so video creates a powerful platform for conversion when the ad is accurately targeted to the right consumer.

Telling stories through video is a highly-effective way to build excitement, inform, entertain, educate and motivate your audience.

Here are four tips to bear in mind when creating and launching video banner campaigns:

1. Tell your story

Telling stories through video is a highly-effective way to build excitement, inform, entertain, educate and motivate your audience. When done correctly, your story can evoke emotion and create a memorable experience which not only raises the profile of your brand or product but also drives clicks from consumers who want to know more about the product and ultimately make a purchase.

A CodeFuel and Nielsen study in September found that 43 percent of users will watch an interesting video and 39 percent will click on an ad that has an interesting offer.

2. Sizing your video banner ad

Video ads are available for all different banner sizes, so use software such as Adobe Edge Reflow for creating and sizing your video to the correct banner size. It is always best to reduce the sizes of images, video and audio before producing your video because it will speed up production and you won't need to compress the final video as much to reach the desired file size.

Make sure that you include the height and width attributes in your code and that these attributes match the actual size of your video. If the height and width are larger or smaller, the video will be scaled accordingly. If the scaling is larger than the quality of the video allows, it will appear ragged and if it is smaller, the quality won't suffer, but you will end up with a video that takes longer to load than necessary.

3. Targeting and behavioral targeting

Make sure you use an ad network that has excellent targeting and retargeting options, this way you can align your video banner content with relevant user interests and websites in order to improve the impact of your media buying.

4. Think about timings

Knowing what time that your audience will watch your video ads will help you better optimise your targeting. Online video consumption peaks in the evening when consumers are browsing sites for entertainment. Purchase intent is also higher between 9 p.m. and 3 a.m. With the high volume of video views that occur in the evening, advertisers should target this time of day with their video ad campaigns.

This advice is particularly relevant for products aimed at millennials, because this younger demographic consumes video for a longer part of the evening compared to older age groups, starting at around 6 p.m. and continuing right through to midnight.

In fact, YuMe research reveals video ad receptivity spikes in the early morning and then it levels off to remain fairly consistent throughout the rest of the day. This is probably because consumers are more alert in the early morning as they check emails and catch up on the news, while in the evening they are more likely to be relaxing and focusing on entertainment or social activities.

I hope these tips will help you to better exploit video banner advertising.

Giles Hirst is marketing and communications manager at ad network ExoClick.com.

Related:  

Copyright © 2024 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More Articles

opinion

How to Halt Hackers as Fraud Attacks Rise

For hackers, it’s often a game of trial and error. Bad actors will perform enumeration and account testing, repeating the same test on a system to look for vulnerabilities — and if you are not equipped with the proper tools, your merchant account could be the next target.

Cathy Beardsley ·
profile

VerifyMy Seeks to Provide Frictionless Online Safety, Compliance Solutions

Before founding VerifyMy, Ryan Shaw was simply looking for an age verification solution for his previous business. The ones he found, however, were too expensive, too difficult to integrate with, or failed to take into account the needs of either the businesses implementing them or the end users who would be required to interact with them.

Alejandro Freixes ·
opinion

How Adult Website Operators Can Cash in on the 'Interchange' Class Action

The Payment Card Interchange Fee Settlement resulted from a landmark antitrust lawsuit involving Visa, Mastercard and several major banks. The case centered around the interchange fees charged to merchants for processing credit and debit card transactions. These fees are set by card networks and are paid by merchants to the banks that issue the cards.

Jonathan Corona ·
opinion

It's Time to Rock the Vote and Make Your Voice Heard

When I worked to defeat California’s Proposition 60 in 2016, our opposition campaign was outspent nearly 10 to 1. Nevertheless, our community came together and garnered enough support and awareness to defeat that harmful, misguided piece of proposed legislation — by more than a million votes.

Siouxsie Q ·
opinion

Staying Compliant to Avoid the Takedown Shakedown

Dealing with complaints is an everyday part of doing business — and a crucial one, since not dealing with them properly can haunt your business in multiple ways. Card brand regulations require every merchant doing business online to have in place a complaint process for reporting content that may be illegal or that violates the card brand rules.

Cathy Beardsley ·
profile

WIA Profile: Patricia Ucros

Born in Bogota, Colombia, Ucros graduated from college with a degree in education. She spent three years teaching third grade, which she enjoyed a lot, before heeding her father’s advice and moving to South Florida.

Women In Adult ·
opinion

Creating Payment Redundancies to Maximize Payout Uptime

During the global CrowdStrike outage that took place toward the end of July, a flawed software update brought air travel and electronic commerce to a grinding halt worldwide. This dramatically underscores the importance of having a backup plan in place for critical infrastructure.

Jonathan Corona ·
opinion

The Need for Minimal Friction in Age Verification Technology

In the adult sector, robust age assurance, comprised of age verification and age estimation methods, is critical to ensuring legal compliance with ever-evolving regulations, safeguarding minors from inappropriate content and protecting the privacy of adults wishing to view adult content.

Gavin Worrall ·
opinion

Account-to-Account Payments: The New Banking Disruptor?

So much of our industry relies upon Visa and Mastercard to support consumer payments — and with that reliance comes increased scrutiny by both brands. From a compliance perspective, the bar keeps getting raised until it feels like we end up spending half our time making sure we are compliant rather than growing our business.

Cathy Beardsley ·
profile

WIA Profile: Samantha Beatrice

Beatrice credits the sex positivity of Montreal for ultimately inspiring her to pursue work in adult entertainment. She had many friends working in the industry, from sex workers to production teams, so it felt like a natural fit and offered an opportunity to apply her marketing and social media savvy to support people she truly believes in and wants to see succeed.

Women In Adult ·
Show More