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Best Practices for Video Ads

August 7, 2014 by · Leave a Comment 

Video advertising is not a new concept. Streaming video content is now the norm in some parts of the nation, and it’s common for users to catch their favorite TV shows or sporting events through ad-supported venues. If you are looking to expand into video advertising, take a moment to read through these best practices.

Types of Ads

Before you get started with video advertising, you should know the types of ads that you can purchase. The practice is a lot different from standard display advertising, especially as new ad formats are added to video reels. There are three common types of advertising for videos:

  • In-Stream ads are also called “pre-roll ads” and they generally occur before the video starts. These ads generally take over the entire consumer experience, and may appear at any point in the video itself.
  • In-Banner ads are the same as most banner ad units, and usually appear in margins surrounded by content. These ads cause a video to play as the user hovers near them.
  • In-Text video usually takes the form of a small text message triggered by certain words. As the user mouses over something, the video ad pops up in a small window that seems to emerge from the keyword on the site.

The type of ad you choose will be based heavily on what your publisher allows.

Efficiency

If you plan to run video ads, there are a few guidelines to keep in mind for added efficiency. For instance, the preferred resolution for desktop videos is 640×480 with a minimum of 400×300. Color depth should be 32-bit at least, and bit rates should be at least 2 mbps. You should also talk with your publisher to see if the ad scales, or becomes larger, for any reason. You will need to make adjustments to your video accordingly to better fit the dimensions, or you may need two versions of the same video.

Ad Formats

Much like banner advertising, there are certain formats that are accepted by a publisher. It’s best to try and accommodate both 4:3 and 16:9 ratios if you can. Also be sure that the file format is right for the sight. Ask your ad network if they prefer Flash files or Silverlight. These formats make a difference in who can see your ads as well.

Bio: Ted Dhanik is the co-founder and CEO of engage:BDR. Ted Dhanik has 15 years of experience in direct marketing and brand stewardship. Visit Ted Dhanik online at his blog for more tips on converting leads with display advertising.

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