Advertisers see more and more the benefits of associating their brands with high quality video content. This is one of the conclusions of the latest Insight Q2 2012 report developed by VINDICO.
The study data show that the main conclusions are that there is a strong positive correlation in the long-term premium content media; The re-use of TV creatives still accounts for 94% of video ads; And that the leaders of advertising are beginning to take the opportunity to attract consumers who are only in the digital space.
“Advertisers no longer have to tell the same story to all audiences, now they have the opportunity to offer a more relevant message depending on the type of consumer, and video is the best format for the narration of those stories,” explains Sonia Fernandez, VINDICO general manager.
Interactive video grows 11%
Although the re-use of TV creatives remains the mainstay of the digital video environment, during the first half of 2012 the volume of interactive video commercials has surpassed the total of those distributed during 2010 and 2011. According to the report, This 11% growth of interactive videos represents a strong sample of the trend that we are going to see in the coming months, since the proportion of the volume of interactive ads has increased constantly every month. In this sense we see how May and June show the highest rates in interactive ads, with a growth of over 500% compared to the month of January.
4 tips to remember
The market is ready for interactive video ads, but the advertiser needs to be clear about the purpose. The digital world can influence behavior and allow interaction with the audience. “This innovation gives the viewer control for the first time, and he will have to make decisions. These actions can be measured, and the opinion of the viewer will charge even more relevance and more value to advertisers, “explains Fernandez.
In order to ensure the success of these new campaigns, advertisers, creatives and agencies must take into account at least these 4 tips:
CREATIVITY: Have a clear call to action that encourages and facilitates the participation of the audience. It sounds simple, but it is not always achieved.
ENVIRONMENT : The size of the player matters. This information is critical to know if the ad execution will be correct or will go unnoticed.
LOCATION: As on paper or on TV, not all locations work the same or have the same effectiveness. It is important to understand visualization behaviors on the web.
EXPERIENCE: The user should not just click, you must get something in return.
The key to the success of an interactive advertising campaign is to know why it is being done. What are you trying to tell the viewer and what do you want to learn from them? Each brand is different and its solutions must also be unique, so there is no single formula that works for everyone. Personalization and creativity will also play a very relevant role.