The future of online video ads: Non-disruptive entertainment
Posted on Aug 8, 2012 by YuMe
The best video advertising online will be fully integrated into a website in a way that does not seem obtrusive, according to one expert.
Dan Greenberg, writing in an August 3 AdAge article, argued that so-called native ads are preferable over "interruptive" advertising techniques like pop-ups. Native ads are more fully integrated into a website. For example, Greenberg cited examples like YouTube-promoted videos as ideal options for advertisers to pursue going forward.
A "new wave of 'native' advertising is emerging that fits with today's social, connected web experience," he wrote.
This paradigm shift will put a greater emphasis on originality and creativity among advertising executives. As such, internet video ads become as much entertainment as they are advertising vehicles. Greenberg cited examples of Hewlett-Packard sponsoring the 10-part "Tiësto: In The Booth" web series and the viral Abercrombie and Fitch video ad featuring buff male models dancing to the pop song "Call Me Maybe" as ideal ways for video advertisers to make spots more entertaining.
"Consumers watch brand videos the way they watch non-branded ones, as entertainment, not just ads," Greenberg wrote.
In addition, he said advertisers need to be always aware of the happenings on the site on which they maintain a presence. Greenberg said Old Spice made a wise decision by creating video responses based on what social media users were saying about the brand.