Nearly 60% of video advertisements lack the opportunity to be seen by users—yet they’re still counted in an advertiser’s digital ad spend. As digital advertising takes more and more ad dollars away from TV advertising, the industry has yet to come to an agreement on the best way to interpret digital advertising measurement metrics, especially for in-stream video, and advertisers are paying for it.
In order to grow video monetization, there are a few key factors to keep in mind. Number one, strive for engaging content. New forms of content can entice viewers and peak interest in a product or service. Use videos to promote the uniqueness of your brand. Do this by posting interviews, demonstrations, how-to illustrations, and more. In production, be sure to show distinct personality and style. Classic examples of video-based content include micro-videos, YouTube posts, podcasts, webinars, and footage from live events.
Knowledgeable placement is another key factor. In our experience as a publisher we’ve found that audience targeted placement and length has given us an edge in video monetization. We understand that it’s necessary to place an ad where it will be seen most by the targeted audience and not in a location where it will likely be skipped over. Moreover, instead of using a 30-second advertisement—which is generally geared towards developing emotion by giving the viewers a story to follow—we’ve found success with 15-second pre-roll advertisements. They engage the viewer and entice them to learn more after the video is over.
Video monetization depends on increased frequency. Customers will have a better awareness of a product or service that they see more often. A higher frequency ad will resonate more strongly with the consumer. For maximum effectiveness, a viewer must be exposed to a message somewhere between five and eight times. Therefore, if you have a limited budget and you want to maximize the effectiveness of your ads, you’re better served to market to a smaller number of people more frequently than to reach the highest possible number of people only a few times.
The functionality of your player—design, flexibility, and options—is also important to consider. By creating a player that’s easy-to-use from both an audience perspective and a business perspective, the viewing and placement experience is greatly improved. With a well-designed player and understandable options, a brand can maintain an image of quality and friendliness.
Online TV advertising will double its share of total TV advertising revenue in the next five years. Digital advertising revenue from traditional broadcasters will increase from 3.7 billion in 2013 to 9.7 billion in 2018—and more than double its share of total TV advertising from 2.2% in 2013 to 4.5% in 2018*. Traditional broadcasters still dominate and are adapting to the opportunity of online video, which means mastering the monetization of digital ads now will help companies to get ahead of this ever-changing curve.
At the end of the day, the consumer is the most important person when it comes to the success of advertisements through a video medium. In order to maintain a strong and positive relationship with the audience, it’s important to understand the shifts in desires and needs for different products or services and how to present that to consumers from different video marketing angles.
*Statistics from PWC TV Advertising: Key Insights at a Glance
Brad Mandell is CEO and president of Bluefin Media and a member of the Open Video Viewability community.