Pros and Cons of In-Stream Video Advertising Solutions Many people mistakenly think that in-stream advertising solutions solely consist of rolling ads that appear before a video starts or briefly interrupt a video mid-stream. Actually, all animated and interactive ads that play for 15 to 30 seconds inside the media player where the video also appears are considered in-stream ad types. The ads either appear in a linear or a non-linear direction within the player. Linear ads are inserted into the streaming video while non-linear ads are placed over or under the content. Three Linear Ads in Video Content Aside from image or text displays that suddenly appear and disappear while watching videos online, you may have also encountered a television commercial playing before a video starts rolling. Sometimes, this pre-roll ad shows a movie trailer or a public service announcement. Meanwhile, the mid-roll ad holds the show on pause while it plays and resumes streaming after it ends. Many videos display an ad or a menu with clickable options at the end to direct viewers to other video content or to the company’s website. Marketers prefer to look at the completion rates of these ads rather than the number of clicks. Casual surfers watching the ads tend to click them out of curiosity, but end up leaving immediately after scanning the landing page. Users who watched the ads until the end retain the advertising message longer and they would likely visit the link at a later date with the intent of knowing more about the brand. In essence, advertisers looking to improve awareness and perception of their brand among web users should employ linear ads in videos. Overlay versus Non-Overlay Ads Instead of interrupting the viewer’s experience in watching an online video, some advertisers prefer to play their ads along with the streaming content. Overlay ads are placed on top of the video content, usually at the bottom on a corner of the screen. They repeatedly appear before the video starts, midway through it, and after it ends without covering the images. Meanwhile, non-overlay ads appear outside of the screen although they remain inside the video player. Although they don’t interfere with the video stream, movements of characters and flashing images in the ads may distract viewers from focusing on the video they’re watching. Also, the ads may cover up that part of the screen where subtitles and annotations normally appear in foreign-language videos. Naturally, the video ads allow users to Close or Skip them and to Expand them to fit the whole screen sa-hl.info/pros-and-cons-of-in-stream-video-advertising-solutions/
Posted on: Thu, 01 Aug 2013 22:46:49 +0000
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