The secret to branded video in online advertising

Branded video is proving to be a great way to catch the eyes of consumers in the world of online video advertising.

Posted on Feb 25, 2014 by YuMe

Video advertising online continues to grow due to the advantage of personalization and interactivity for the consumer that differs from the linear model native to traditional television advertising. Additionally, as more consumers around the world access content via smartphones, tablets, laptops and other personal electronic devices, online video advertising can reach audiences on a much broader scale than television ever could.

It is because of these factors that a recent Visible Measures report revealed that branded video views grew to 2.7 billion in the fourth quarter of 2013,a 58 percent jump in viewership from Q3.

Much of this increase is attributable to the end-of-year holiday shopping season, which helped branded content viewership experience a 51 percent jump in growth compared to Q4 2012. The electronics industry ranked No. 1 in the branded video vertical, with electronic products garnering 365 million views alone, according to eMarketer. Other popular verticals included automotive, which achieved 308 million views; travel & lodging, 270 million views; online services, 223 million views; and apparel and accessories, 205 million views.

Despite the gaudy viewership numbers, because online video advertising, coupled with branded content, is somewhat new to the digital advertising marketplace, it's difficult to assess the success or failure of a mobile video advertising campaign.

Rob Norman, chief digital officer at GroupM, stated in an interview with Beet.TV that with branded content, advertisers pay for the privilege of placing the content in front of the consumer, instead of expecting some sort of guaranteed outcome with regard to buying decisions. Norman also offered advice for companies investing in branded video as a way to attract potential customers.

"Make sure the first five or six seconds are really, really good," he said. "So that the pre-skippable [part] at least leaves some imprint on someone's mind, even if they don't carry on watching it."