Ad Formats that Grab Attention and Increase Results
November 20, 2017
It wasn’t long ago that North American marketers were producing and sharing about 200,000 videos per year. Today, that number is a closer to one million, and even that figure is set to skyrocket as video becomes a leading ad format across the world.
Watching video is now the most popular activity online, with more than 1.3 billion active YouTube users watching close to five billion videos per day, with one billion of those views on mobile devices.
The immense volume at which new video content is uploaded to the Internet has provided consumers with more power than ever to pick and choose what they want to watch and how they’re going to watch it.
The impacts will be most profoundly felt by advertisers and marketing agencies as they must now compete for attention using paid-for content can ideally transform and become user-generated.
Most Popular Digital Ad Formats?
In Mary Meekers 2017 Internet Trends report, incentive-based and skippable video ads were found to be ad formats that drove positive interactions with users. In short, advertisements that put the user in control of the media they are viewing are more favorable, rather than forced advertising techniques such as pop-ups and auto-play formats.
- Content with mobile app rewards had the most positive response, with a 66% positivity rating.
- Click-to-play videos shared on social media had the second highest rating, at 52% positivity.
- Skippable pre-roll videos, like those before a YouTube video, had the third highest approval rating (46%).
- The worst ad formats were mobile pop-up videos
What’s so Special About User-Initiated Content?
The video advertising market is at a point where users want control over what they consume. Advertisements that allow for a degree of customer consent are seen as less intrusive, and more mindful of the viewer’s interests.
Making a case for your advertisements is as simple as targeting an audience with content they’re already searching for and consuming online. Forcing a video through a pop-up or non-skippable advertisement is seen as an interruption to regular browsing, and will likely leave a negative impact. It may even encourage the viewer to close the browser or app entirely. Finally, forced ads give the viewer the impression that marketers aren’t concerned about their wants or preferences.
While user-initiated content forces marketers to sacrifice some control over to users who might not push ‘play,’ the truth is, the users who do are actually engaged and interested in your message. While this may be a scary notion for advertisers, the importance of strategic and creative advertising becomes paramount. For more strategies on seizing short attention spans in saturated online channels, look here.
Cue the Video!
Because today’s technology provides average Internet users with so much choice, advertisers and marketing departments should focus their efforts on creating content in formats that consumers want. Trust the data, and place control in the viewer’s hands – the sacrifice will be worth the engaged audiences choosing to view your content. That choice could be the first choice they make on the consumer path to becoming a loyal customer and ambassador for your brand.