Online videos became standard in our everyday life. How many times a week does an average or avid internet user check YouTube or Hulu to listen to that new inspiring song or watch that episode of Simpsons? Perhaps, quite often and video ads become a hotter advertising vehicle. So what are different types of video ads that exist today that we can pick through?
Googling the term brought a very good article by Max Bloom from streamingmedia.com where he shares a glossary of video ads, which is very comprehensive and definitely is worth reciting or even placing on wikipedia for all of us to refer back to.
- “Companion ad – a banner ad that displays related content concurrently with a video ad” – companion ad are targeted based on the overall site content where the video unit is embedded. It can be priced as keyword targeted ad if it is targeted that way or opted in to the content network, thus CPC will serve as a unit price metric. Or it can be priced as placement targeted and charged per CPM.
- “Cursor chase – ads that chase after the viewer’s cursor as it glides across the screen. These ads leap from a fixed ad and follow the viewer’s cursor arrow for a present duration and can be disabled by the viewer at any time.” – Cursor ads are good for branding as they immerse the user into play, thus creating an interactive brand experience. Advertisers can measure its performance by assessing ad display and interaction time, chase time and number of closes.
- “Expanding ad – expands in size and direction upon user interaction. ” Advertisers can offer more interactivity and information into this unit while also eliminating the “annoyance factor” since the user chooses to see more if he/she is engaged. Talking about the user control! One can track expanding ad interaction and display time, number of user expansions and contractions, interaction within the expanded portion, manual closes and conversions!
- “Floating ad – moves across the user’s screen or floats above the content.” Usually, they are good at grabbing attention with motion and copy impact. Creatives have flexibility while choosing size and shape of the ad. Audience interaction metrics include: clicks on floating ad and reminder, floating replays, reminder display and interaction time, manual floating and reminder closes.
- “Floating with in-page – when a floating ad is finished playing, it leaves behind a smaller floating ad. Viewers can replay the ad, interact, or click-through, even after the initial ad has played.” The benefits are the same as for the floating ad, plus the heightened audience recall provided by the in-page unit.
- “Free-form expanding – features multiple floating elements placed anywhere on the page that expand like an expanding when viewers interact with them. ” This type has the main benefit of the expanding ad – total user/viewer control.
- “In-page ads – appear on a web page, outside of the video player or window.” These ads are very familiar TV-style, full motion, full screen and sound adverts that appear in between the ‘white space’ of the web content. One can measure ad display and interaction time and identify multiple exit links.
- “In-stream ads -pre-, mid-, or postroll videos that appear in the video player or window. In-stream banners (also known as tickers, bugs or overlays)- often transparent and appear on the top of the video in the player. Commonly appear in the lower third of the video window. ” In- stream advertising is the most expensive online ad format since it is shown to the captive audience that cannot click away from it unless it chooses not to view the requested content. At the same time, it is so much cheaper to produce in-stream online video ads than TV, thus it makes this format so enticing. Regardless of no control issue from the viewer perspective, advertisers can still optimize in-stream ads through its rich media interactive options that are not existent in TV. Thus, click-throughs can be increased if advertisers create a dialog with the viewer through interactive features.
- “Interactive video - includes polls, games, or other interactive options in the video ad”. That what I meant in the item above!
- “Interstitial - advertising placed in between the origin website and the destination website, either physically or in time.” They are quite as effective as banner ads when it comes to recall of the advertising message with click-throughs five times outperforming banners, but they are also twice as irritating! Talking about interruption marketing!
- “Locked floating – floating ad “locks” into place on the page and will not move as the user scrolls through the content. Keeps advertiser’s message visible throughout the page view.” The same benefits and audience interaction metrics as for floating, minus user control.
- “Peel down- reveals a glimpse of your ad in a corner of a webpage, which peels down upon user interaction.” This format stimulates the user to play with the content and can actually complement other ad formats for broader awareness and impact. Advertisers can measure ad display and interaction time, number of peel-downs and closes, and ad interaction time within the peeled down area.
- “Player skin – ad graphics that surround a video screen.” Could be a great area to enhance your messaging if you think creatively.
- ” Polite ad – large ad downloaded in smaller pieces to minimize the disruption of the content being viewed.” If all the formats were developed from the user experience perspective!
- “Pre-expanding – viewer first sees the ad in its “expanded” state, and then it retracts automatically to its standard size”.
- “Pushdown – expanding ad that “pushes down” rather than covers the content of the page when the ad expands.”
- “Roadblock – provides advertisers with complete share of ad space by synchronizing any number of display or rich media ads with the video creative.”
- “Self-initiated video ad – plays automatically on a page, or when rolled over by a mouse.”
- “Shadow ad – additional ad that shows directly below the video only when it is playing. “
- “Tabbed expanding ad – presents a range of relevant information into a series of tabbed panels. Each panel can feature video, dynamic data or content. ” This type allows advertisers utilize best elements of their site into the creative, provides extensive space for messaging and interaction, and makes user/viewer experience controllable.
- “Teaser, or bumper – short video that appears before a full-length video or when a player loads.” These ads were very popular in early days due to its high click-through rates, but what was really going on – is viewers’ disappointment when clicking on seemingly unbranded clip and seeing an ad for some ordinary service of a well-known advertiser. The surprise was not as pleasant as it seemed. Or, if you do plan to use it, make sure you follow up with the clues campaign and consistent punch line.
- ” Telescoping – lets users learn more about a product by displaying a long-term version of the video ad at the user’s request. “
- “Video ad curtain – gives the advertiser complete coverage of the player area with a rich media ad that expands while a video plays.”
- “Wallpaper ad – ad that changes the background of the page being viewed.”
Finally, the world of video ads made clear! Now, what would be more exciting is to look at the reporting advertisers get on the performance of those ads! Perhaps, a topic for a next post!