The 411 on ad formats
There are a variety of ad formats available to you, including overlay and in-stream (pre-roll, mid-roll, and post-roll). Which format you choose to use depends entirely on your needs and objective.
Research shows that overlay ads and in-stream ads produce different results, so the method by which you target your video ads will play a significant role in what format is right for you. For example:
- Clickthrough rates from overlay ads to advertiser's websites are 10.6 percent
- Clickthrough rates from in-stream ads to advertiser's websites are 11.5 percent
- Completion rate for video ads launched as a result of clicking on an overlay ad are 90 percent
- Completion rate for a 15 second pre-roll ad is 79 percent
- Completion rate for a 30 second pre-roll ad is 84 percent
- Current size of the market for overlays is $70 million
- Current size for in-stream (pre-roll, mid-roll, and post-roll) is approximately $550 million
Look at the numbers carefully and consider the scope of your campaign and how you envision it playing out on other mediums as well. Your web video campaign will likely impact and/or draw from the other formats.
Overlay versus in-stream: Guidelines for success
Overlay ads run simultaneously with the video content and are displayed on top of the content while the video is playing. The user can click on or rollover the overlay to expand it to an auto-initiated video or interactive ad, or it can take the user to the advertiser's website.
In-stream ads allow the user to interact with the ad within the video window. Depending on the player controls that you've set, the user can play, pause, rewind, fast forward, adjust the volume, or mute the audio of the ad.
The nuts and bolts of overlay ads:
- Maximum display time of overlay ad should be 5 to 15 seconds.
- User interaction with overlay ad includes click or rollover to initiate a video, interactive ad, or it takes the user to the advertiser's website.
- Overlay ad sizes are 300x50 pixels and 450x50 pixels.
- Overlay ad should not be more than 1/5 the height of the player.
The nuts and bolts of in-stream ads:
- Maximum ad display time should be 15 seconds or 30 seconds. They may be less but should not exceed these maximum durations.
- Player should include start, stop, and volume controls.
- Video file specifications:
- Greater than 2Mbps bit rate
- Resolution should be 640x480 preferred; 400x300 minimum; other resolution dimensions can be made to accommodate wide-screen videos
- Color depth 32-bit
- Key frames every 1 second
- Frame rate should be at least 15 frames per second
- Codecs for video asset submission should be MPEG2, WMV, H.264/AAC
- Aspect ratio: 4:3 or 16:9 and publishers can scale the submission to fit their player by adding color bands around the ad.
The choice is yours
Any website is a potential candidate for video advertising, and often this can be one of the most effective ways to communicate with valued customers. Don't underestimate the value of engaging video content. Tactically and strategically think about your rollout with file size and download times in mind.
Research shows that companies that continue to advertise during economic hard times have a competitive advantage over businesses that cut their ad budgets. Advertising in today's slow economy can create a competitive advantage and can build market share. Potential customers that see a company advertise in slow times makes them feel more positive about the company's commitment to its products and services. But more importantly, advertising helps companies stay at the top of buyers' minds when purchase decisions are made. Maximize the value of every customer touch point, none of which is more important than the web. Online video advertising can help you do that.
Martin Hayward is the director of marketing at Mirror Image Internet.
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