Online video advertising
Online video advertising describes advertising in the form of videos on the Internet. The spread of this form of advertising goes hand in hand with the spread of broadband internet access or flat rates . Like the classic advertising banners , promotional video clips are displayed on websites or to match other (editorial) video content. The less promotional and aggressive variant is video marketing .
Video ads
Due to the development of online videos, which is strongly anchored in Web 2.0 and in social media , professionally created moving image contributions are increasingly being posted on the Internet free of charge. Video offers from TV channels such as RTLnow , ProSieben , video portals such as YouTube , Dailymotion or publishers such as Spiegel Online use video ads to refinance their business models.
Currently (as of 2010) free video offers are increasing and we are trying to offer a wide range of booking offers for advertisers in a suitable environment. Licensed content, so-called premium environments, is also increasingly finding its way into various video portal providers. Corresponding targeting options in the field of Internet advertising help advertisers to address the desired target groups with their advertising very precisely. In contrast to the conventional placement of advertisements on television , the wastage is lower.
The interest group Interactive Advertising Bureau (IAB) distinguishes three different forms for the integration of a video into a website:
- In-stream video
- In-banner video
- In-text video
In-stream video means that the respective commercial is shown before another video selected by the user. In-banner video displays a commercial in a classic display advertising format; In-Text Video displays video within text.
Promotional videos contain emotional brand messages and are either copied directly from the TV commercials or produced separately for use as a video ad. Marketing campaigns are increasingly designed in such a way that recipients or potential consumers come into contact with the brand message not only on television or radio, but also on the Internet.
Product videos
In online shops, on online marketplaces, on video platforms such as YouTube and on the homepages of product manufacturers, on the other hand, product videos are shown that are characterized by the fact that they explain products and describe their advantages. Product videos usually do not contain a marketing claim. The content-related, less promotional communication with videos is called video marketing .
technology
Video ads are usually integrated via a flash player before the actual content of the website and can thus be received on PCs, Macs or mobile devices regardless of the platform. The lack of integration of Flash on the iPhone or iPad prevents complete market penetration. The HTML5 standard provides a remedy here by allowing videos and video ads to be played independently of Flash in the browser of the respective end device.
Advertising research
Every quarter, the market research company ACNielsen publishes the freely accessible so-called Three Screen Report, a report on the behavior of Internet users in the USA. It shows that three quarters of all users regularly watch videos on the Internet and sees a continuing increase in the number of users. The number of users of videos on the Internet increased by 46% between September 2007 and September 2008.
According to studies by Yahoo , the advertising effectiveness of online videos is comparable to that of TV advertising.
literature
- Thomas Töpfer: Analysis of the success factors of online video advertising; VDM Verlag, 2008, ISBN 978-3-639-06830-6
Web links
Individual evidence
- ↑ Three Screen Report on the 3rd quarter of 2008 ( Memento from December 3, 2008 in the Internet Archive ) (PDF; 14 kB)
- ↑ Press release Yahoo ( Memento from January 10, 2009 in the Internet Archive )
- ↑ Press release Yahoo ( Memento from January 10, 2009 in the Internet Archive )