Monday, November 20, 2006
Keep Those Video Ads Short
Video ads are acceptable as long as they are kept short, according to PodZinger. The multimedia search site says the majority of consumers it surveyed don't mind video ads that are 15 seconds or less as long as they are not repeated often.It may take some time but agencies who are using to paying the lower CPM of online will adjust to the higher prices of video ads. While more bandwidth is required to deliver video ads, tracking performance will be easier because publishers need to run fewer ads to make the same revenue.
The ultra-competitive travel industry should be an early adopter of video advertising. Showing off the views in and around a hotel or travel destination is much more alluring than a banner ad. The same can be said for media companies, which could tease albums by briefly excerpting from a music video or movie trailer. Video ads can also reinforce ads initially seen on TV with the added benefit of interactivity.
Search marketing is a good fit for video since advertisers will be more likely to pay the higher cost for keyword-based responses than for video as a display competitor. However, industries such as financial services will receive less of a return from video advertising, and will likely focus on traditional search marketing.
Found via Adotas.
Posted By John Gartner at 03:13 PM
Permanent Link: Keep Those Video Ads Short
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