With On Demand Television Channels embracing new forms of Internet video advertisements it’s no surprise that the formats of such ads has begun to come under online scrutiny. There tends to be two clear camps in the new presence of Internet video ads; innovative advertisements and interactive advertisements. The idea of these two new formats is to make the advertising experience more enjoyable for online audience who are never too thrilled about having their online viewing disrupted.
So, which of these ad formats is actually fulfilling that criterion? Which advertising style is more beneficial to businesses and brands marketing on the web? The following article explores the answers to those questions to determine, which ad of these ad formats is the best for Internet video marketing.
Innovative Internet Video Ads
What is an innovative Internet video advertisement? Well let’s take a look at an example to get the ball rolling. This innovative ad has been captured via a screen-shot recording to showcase the videos original airing on YouTube:
Innovative advertisements by nature aren’t interactive. As a viewer all you can do is sit back and watch the ad roll, but that doesn’t mean the ad has a lesser impact. Innovative Internet video content is created to thoroughly ‘wow’ the viewer. Everyone knows when an online user clicks on a video all they want to see is the video, not an unwanted advertisement. For Internet video marketers their challenge comes from making ads so innovative and creative that the viewer actually enjoys watching them.
By creating an advert that catches viewers off guard and provides an enjoyable viewing experience, you can make the impact of the advertisement a whole lot stronger. Creative uses of video advertisement positioning can also provide such an enjoyable viewing experience, for instance this great ad placement by Mac:
The innovative positioning in this particular video advertisement provides the user browsing the website with a very pleasant surprise. Banner ads have a tendency to appear far too frequently on the web, but they very rarely provide users with any enjoyment from watching them. This surprise viewing experience will certainly get users talking about the advertisement content, and perhaps even encourage users to check out more adverts or seek further information on the brand, product or service.
Banner ads and in-video advertisement placements are perhaps the two most frequent ad formats on the Internet. By creating advertisements that provide entertainment for unsuspecting viewers you can really help to create a strong sense of brand awareness within them.
These ads aren’t necessarily easy to create, but their power is undoubtedly worth the hard work. These of course aren’t the only examples out there, if you’re feeling particularly creative you can even converge the banner and in-video approaches together to create an ad similar to the likes of the Madden gaming crew:
Is innovative Internet video advertising really the best way to build brand awareness? Or will users still feel put out after having their regular online browsing activity disrupted by unwanted ads?
Interactive Internet Video Ads
The problem with innovative ad formats is that they are still a lot like TV advertisements. They haven’t always had your permission to begin playing and they still aren’t what you wanted to see or hear when you originally clicked on a certain webpage or video. It’s going to be difficult for even the most innovative videos to get online users to enjoy the disruption that has occurred during their browsing activity. This is what interactive Internet ads seek to amend.
Interactive video ads typically need the permission of the user/viewer to begin playing. Traditionally interactive video ads are entities within themselves and not extra additions to videos or web pages. The reason for this is because the interaction aims to be so enjoyable that users will want to actively seek out the content.
Let’s check out one of the oldest interactive Internet video marketing campaigns from Burger King.
The Subservient Chicken took the Internet by storm. Users couldn’t get over its intuitive nature and would visit the original site multiple times because they found the advertisement ‘fun’.
This Burger King example also establishes what can be deemed one of the two real genres of interactive video – video content that users can interact with. The second genre of interactive video is video content that actually interacts with the user. For instance:
The Old Spice advertisements are of course exceptionally popular on the web, but it was its ability to actively interact with online users that pushed it to the next level. It was in essence a secondary piece of video advertising that interacted with the online users who interacted with the primary piece of video ad content. This provided a staggering amount of brand awareness and made individual users feel like their interactions mattered to the organization, which is an incredibly powerful marketing tool.
Of course there is also traditional YouTube based Internet video content too. Let’s take a quick advertising lesson from Sesame Street:
The secret behind this video is that the viewing online audience can only progress the video by engaging and interacting with it. Arguably users may not want to continue the video content if Sesame Street’s experiment had appeared during a video or in the middle of an online TV program, but because users actively find interactive content; they will always fully interact with the images on display.
This particular interactive video is a great example of interactive video because it provides what innovative video content doesn’t – replayability. Once you’ve selected your object you still have a couple more objects to click watch. This means the audiences interacting with the video could be engaging with the content and enjoying it for some time, allowing the Sesame Street brand to plant itself firmly in the heads of those watching.
The extra magic surrounding interactive video is that it’s rare for Internet audiences to be able to involve themselves within a piece of video content. Most users haven’t been able to create or add to the on screen content before, especially not with this amount of ease. As a result of this effortless interaction the enjoyment of the video content for the online viewers skyrockets.
Any Internet video advertisement will have the unfortunate stigma of not being what the audience originally set out to view. This will always mean that a large portion of viewers will be instantly put off by its presence at the start or in the middle of their video content.
It will forever be the mission of Internet video marketers to provide video content that will entertain, impress and ‘wow’ those anti-ad online viewers. Both innovative and interactive approaches have the ability to do this, but to get an audience to actively participate within adverts and campaigns is incredibly powerful.
Users who interact and help shape content feel a stronger connection to it. This helps to solidify a lasting impression and instil a real sense of brand awareness within audiences. Such enjoyable video content can even encourage those users to share the advertisement with their friends and post out blogs to fellow online users too.
Guest Author : Andy Havard is a Marketing Executive at Skeleton Productions, a UK based Internet video production company.