Creating an engaging ad is one of the main goals of every marketer. After all, an ad that doesn’t capture the attention of its viewer and isn’t enticing enough to attract them into engaging with it is a wasted view that you end up paying for anyway. Video ads are an exciting new ad format, mostly because of the possibilities it offers. However, it is also believed to be more disruptive than any other kind of ad out there. How can you determine just how effective your video ads are and make the necessary changes to make sure you’re getting the most out of those views?
Why Choose Interactive Video Ads?
Disruptiveness is a difficult thing to understand when it comes to ads. Some ads can be disruptive but are still quite effective at engaging users. Other ads aren’t so much yet fail miserably to get any form of engagement with them. Interactive video ads can be seen as a form of disruptive ads because of how they engage users in the middle of viewing the video. For example, a relevant survey can pop up, making the experience more interactive and helping to drive engagement. Gal Trifon, CEO and co-founder of EyeBlaster, says in an article on WebProNews.com that:
Online video advertising provokes engagement and Eyeblaster’s data demonstrates that users are more compelled to play with an ad that contains video. A blend of In-Stream, In-Banner and Floating ads allows advertisers to engage their target audience regardless of where they spend their time online.
Interactive video ads are a hit on mobile too. People who are on a PC or laptop are working on something a lot of the time, but if you’re browsing on your smartphone or tablet, more likely than not, you’re doing it for fun. According to MarketingPilgrim.com:
[A study by Medialets] found that mobile rich media ads that include video have an average of 35% higher Engagement Rate. Nice. They also found that adding any kind of interactive element to a mobile ad could increase time spent to over 1 minute.
A one minute increase in engagement with any other kind of ad would usually be unheard of, but interactive video gets the job done. As a result, more and more advertisers are using interactive video. Medialets found that 30 percent of ads shown on tablets are video ads while on smartphones, it’s just 12 percent.
Know What Interactive Video Ad Options Are Out There
There is a wide range of video ad options to choose from. Each one has its own purpose and goals, as well as its own degree of effectiveness. Here are three of the most successful interactive options according to Econsultancy.com:
Polite Pre-Rolls: gives the viewer the option to dismiss the ad after a number of seconds. If the ad is dismissed, the viewer is provided with a way to re-engage with the ad later.
Ad Selector: The viewer chooses which version of multiple video ads to watch (e.g. can be a laptop ad with a theme of office, home or education; or can be multiple different products to choose from).
In-Stream Takeover: A rich media non-video format that takes over the full video stream allowing viewers to engage with a brands product in various ways. You don’t need to have video to advertise within the video stream.”
Introducing the choice to opt out of your ad might seem counter-productive, but the fact that you offer such a choice can reduce page abandonment rates by as much as 8 percent. This is likely because they feel more in control and are therefore less likely to actually dismiss the ad. Also, allowing users to choose an ad from a selection allows you to introduce several products or services at a time. The most important part that contributes to the success of these kinds of interactive video ads is that:
…the user is self-electing to consume the brand messaging, resulting in a greater probability that they will engage with the call-to-actions – which, in interactive pre-roll, are more aesthetically and seamlessly presented than a standard pre-roll unit.
Allow Users to Reengage the Ad after They’ve Closed It
Keep in mind that video ads are some of the more disruptive ad options out there. The inclination will be to kill an auto-playing video, especially if it suddenly distracts them from what they were originally doing on the page. However, just because they’ve closed it doesn’t mean they won’t want to view it again when they’re done. Econsultancy.com gives an example of how to do this:
…make the ad resolve into a small unobtrusive ‘Ad reminder’ unit in the bottom left hand corner of the video. Within a larger format (such as a sniper unit), typically in the bottom right hand corner, you can also include a logo, brand message, and/or a call to action driving the viewer to your site.
It Pays To Be Observant
Once you’ve got your interactive video ad up and running, you need to measure how well it has been performing. This will allow you to determine where your ad is falling short and what you can do to improve it. According to Daisy Whitney of ReelSEO.com:
“…marketers should analyze where people watch their ad, but also where they go afterwards and over time to see if they’re engaging with the product or services that are mentioned in an ad. Marketers may also want to evaluate websites not just on unique viewers, but on average time spent per viewer on that site–more is better–and the number of viewing sessions per viewer.”
When it comes to interactive video ads, it pays to be observant. You need to be aware of what’s going on in real time maximize results and make the necessary adjustments to ensure you reach campaign goals. Programmatic marketing allows you to combine information with real time systems to help automate the delivery of ads to your targeted consumers. If you are aware of what’s going on with your campaign, you can quickly change your call-to-action messages with precision.