It is no secret that quality online content is devoured almost the second it is generated. From the sight, sound and motion of President Obama’s speech, to watching Jamie Oliver handle his ingredients (as he animatedly discusses each step), to singing along to Adele latest music clip – we love video!
We also love consuming it on the go – at work, on subway platforms, in taxis and in restaurants. Video has become device agnostic, driven more by convenience and consumers’ voracious appetites.
And it’s never been a better time for publishers to “feed” consumer appetite, while feeding their own wallets. Developments in video advertising have made the once traditional TV spots (15 and 30 seconds) more digestible to online audiences. Here’s why:
- Almost all campaigns now have some form of targeting – behavioral, contextual or location-based – which means viewers are seeing ads that are relevant to them.
- Video ads have become rich, interactive and even fun! When viewers are having fun, they stick around longer.
- Technology has made it easy for video to be served cross-platform ensuring maximum access to consumers even as they travel
Unlike television advertising where commercials are skipped over, fast-forwarded or a great excuse for a coffee break – online video reaches a captive viewer and is increasingly being valued as a prime time placement. If a consumer is watching through a pre-roll you can be certain that the adjacent content is valuable to them and now is a great time to take advantage of the fact that consumers are hungrier than ever for video content! Feed them. Now, did anyone see Katy Perry’s latest video clip………..?
Susie Moore, Sales Director for Adap.tv