How to use online video advertising

How to use online video advertising

In-stream advertising

In-stream video advertising is getting great results for advertisers. Marketeers are spending more money on online videomarketing than a few years ago. Streaming services are very popular. Forms of media such as music, movies or live events are streamed/broadcasted throughout several platforms. In this case we discuss the online video streaming services where indivuduals and businesses can create their own channels and stream their own broadcast.

This might not be an obvious choice, but when used right, it can be a powerfull way of engaging your audience. Business can broadcast their events, Q & A and doing interviews with clients and employees to increase engagement. During the breaks of the live broadcast, businesses have the opportunity to play some of their video ads. This is called in-stream advertising. These commercials usually last about 10-15 seconds and are played before the live broadcast begins, during and after the live broadcast, just like commercials on television. However, the big difference with television, is that the viewers can easily swap to another channel to skip the commercials and with live streaming the viewer must watch the entire ad before the content resumes!

Business can also do the same with live broadcasts from other companies. During the breaks of their live stream events, you can promote your business and products for thousands of people that are watching the live stream. You see this often with game live streams. Some great streaming online services are Dailymotion, Youtube, Ustream, Vimeo, Twitch and Meerkat.

Here are the most used and best tactics for receiving engagement with advertising on streaming platforms.

✓ Use a timebased policy of showing 1 ad for each 5 minutes of viewing. When a viewer joins the live event stream after 10 minutes, he will see the first video ad after 15 minutes.

✓ If the viewer lost connection with the live stream but still has internet acces, the viewer will see a post-roll ad.

✓ Some business want their brands displayed all the time during the stream. On the left and right side of the stream is then full of banners or names of big brands.

✓ Another great way for business to receive more engagement is interacting with the viewers that watch your live event. By doing so your audience will feel more connected to your business.

While viewers do complain about in-streams ads, they consider it less annoying and are able to adjust to this. In-stream advertising looks less like regular advertising on internet like banners and are more likely to engage the viewers. According to marketingmag, watchers are 200 times more likely to click on in-stream ads vs standard banners.

It’s currently also possible to watch streams on smartphones and use in-stream mobile ads. When users download the app for free, ads show on screen for amount of time. Users can disable the ads by upgrading to the paid versions of the apps.

Mobile video advertising

Advertising on mobile phones and advertising In-apps have seen a strong growth over the last years. Business are interested in online video and their focus is shifting from traditional media to digital advertising. According to marketingland 81 percent said they are more interested in digital advertising than they were one year ago. Mobile video ads is growing almost five times faster than ads for desktop. The reason mobile advertising is seeing a growth is because of the interest in mobile devices, broadband coverage, increase in screen size and heavy online video consumption. Companies currently must create video ads that can be displayed on all popular devices such as computer, smartphone and tablet.

In order to make powerfull impact on customers, businesses must make their advertising interactive. Although most viewers consider mobile ads annoying, 43% of tablet users and 47% of of smartphones users don’t click on the ads because they have no particular interest in them. Smartphone and tablet users have a short attention span and one of the best ways to receive more engagement is to add a higher level of interaction. Include call to action buttons where the user have to touch an area of screen to learn more about products or the service offering. Let them learn more about what is being advertised or about the company itself.

Video advertising In-apps

Advertising on mobile devices is a must in the world of video marketing. However the most time on smartphones is spend in applications. 75% of mobile video ads happen In-App. There are several ways to advertise with video on smartphones and other mobile devices. Here are some of the best and popular ways to use video in In-apps on mobile devices. A very popular way is advertising in the Appstore from Apple or Playstore from Google. Business create trailers for their apps and users can watch the trailer before downloading the app. The trailer should be top notch and persuade them to buy or download the app. This is important when you want to sell your app. Another creative way to advertise is cooperating with developers that have free-to-use apps. These are often games. These businesses earn their money by advertising. Other companies pay money to have their advert played during that app. Users must pay for the app in order to remove the advert. Then there is a new creative way of advertising. Opt-in mobile video! This has been proven to be very effective. Users of an app which is usually a game, are asked to watch a non-skippable video and in return the users get something of value in return for their time.

Communication apps

Snapchat

Social and communication apps like the popular Snapchat are generating tons of video content. Businesses have figured out a way to use this app to promote their business through social media. Snapchat allows businesses to get interaction with their target audience in a fun and playful way. Businesses give their target audience a sneak peek of their office, products and other stuff. With Snapchat it's important to stay as casual and personal possible. The video's dissapear once they have been viewed.

Tumblr

Tumblr is a online platform which is often overlooked. Sure it isn't as big as Facebook, Twitter or Youtube but it is also less noisy since there are less other brands active. Businesses have more opportunity to experiment with content without worrying about strict guidelines. One of the strong keypoints of Tumblr is community building. Businesses might want to consider working with good visual content makers for more engagement with their audience.

Pinterest

Pinterest videos are being indexed by Google. So it is a very interesting platform te be active. You have the opportunity to add CTA and backlinks in the description field. Pinterest is very popular and shouldn't be slept on by businesses.

Instagram

Instagram is the same as Snapchat where users show their pictures or movies. Even businesses can show their costumers in a playful way who they are. Instagram is all about sharing your story. Make use of the videos created by the fans of your business. Sharing is a important role of community building.

Youtube

With the Youtube app, businesses are able to promote their business by playing their video as an advertisement before the actual video begins. It is also possible to track visitors that came on your website what allows business to target their target audience on Youtube with better, specific videos that would match their preferences. For example : someone visits your website on desktop, then later on the tablet or smartphone, a specific targeted advert can be played on Youtube.

Facebook

WIth most content uploaded on Facebook being videos, it's no wonder videomarketing plays a more important role than ever before. Video's that are uploaded on Facebook are more likely to be seen than a link from Youtube or other services. Now with the Facebook app you even have the option to have autoplay on. So people will automatically see your video, be sure to make the video tempting to click on since they start without sound.

Twitter

Twitter launched the Twitter video ad cards. With this new ad type, advertisers can create campaigns with video that will not only autoplay within a user’s timeline, but encourage them to download an app afterwards.

Do you know another way of using online videos? Leave a message below and don't forget to share!

This article is written by Remy van Wolde

Remy is a parttime blogger and is responsible for the launch of Viedits blog. He has a passion for video and interest in contentmarketing.