Digital video advertising best practices

When it comes to creating a successful video ad, a high level of consumer engagement should be the goal for any company.

Posted on Jun 3, 2014 by YuMe

For many companies new to digital video advertising, one of the most important factors to be considered is how to create an ad that leaves a lasting impression on the consumer. When it comes to engagement, video is the best way to capture people's attention and influence them to buy the product or service being advertised.

To that end, any company planning to invest in video marketing strategies needs to have a clear and basic understanding that the more interesting the video ad, the greater the chance the viewer  will make a purchase. This is in addition to creating more brand awareness and consumer loyalty. So it's important for companies to get things right as often as possible when deploying video ads, and a recent article from eMarketer discussed a few best practices for brands making the jump into video advertising.

Trevor Fellows, The Wall Street Journal's head of global advertising and sales, recently sat down with eMarketer to give his take on how companies can make video ads more effective. Mr. Fellows remarked that above all else, video ads must be created to give a quality viewer experience.

"At the moment, there is significantly more demand for video space than there is inventory," he said. "Everybody's interests are best served by putting the user experience first."

Fellows stated that by creating video ads that consumers can latch onto, a brand can expect to gain the trust of viewers, in addition having a higher number of impressions. He also said that video ads should be no longer than 15 seconds in length and that pre-roll video ads are more effective than interstitial, in-banner or video overlays.

Ultimately, the final decision on how to create and deploy an ad is up to the individual brand, but in addition to the suggestions made by The Wall Street Journal, be sure download our research study on the topic: "Creative Best Practices for Online Video."