Online Video platforms are
emerging as a one stop solution for e marketers to showcase their products. In
connecting a brand to its customers video pre roll ads are playing a
substantial role. The technology has become a disruption in the market through
its intense usage. Apart from using them in exclusive video platforms, websites
with occasional online videos are also utilizing its benefits.
Marketers and brands has been
reaping the advantages of platform such as YouTube optimally. Integrating videos
with advertisements, these sites fostered a new way to integrate brands with
their consumers. It has created a novel dynamics in the marketing industry promoting
business while increasing their reach throughout consumer bases. YouTube has segregated
video pre roll ads into types that cannot be skipped and others that are with an
option.
In a research, David Waterhouse
has bring forth a disrupting fact that 94% of people chose to skip ads that
offer the option. Still businesses are aggressive to invest in this marketing strategy.
Marketers should target to reduce this number indicated by Waterhouse. That is,
they should try to engage audience with their videos so that they do not skip even
if the option is provided. A possible way to achieve this is to make these
videos more creative and hence, engaging.
To make video pre roll ads more attractive, the content should be pitched
in such a way that it coincides with the content of the main video where they
are uploaded. It should be more targeted towards viewers, providing information
through attractive content. A common mistake marketers have been repeating is uploading
the same commercial they use for television programs. This approach should be
changed as people always want something new and are bent towards better
experiences. Marketers who has used innovative approach to engage consumers
through pre roll videos have gained good traction.
Relevancy of advertisements is
the strongest factor backing their success. A video add should be targeted and
uploaded only on videos relevant to the category. For instance, promoting an
Automobile in a Cat grooming video will only increase the probability of
getting skipped. They neither reach any targeted audience nor do they bring any
business value. Furthermore, they add to disturbance of the viewer, which could
backfire on the brand’s image.
As long as video ads can be
skipped, the industry would have to continue its struggle to beat the odds. Therefore,
whatever is at hand should be utilized optimally. Brands will have to focus
primarily on innovation through creativity and technical assistance to create
the impression stronger enough to restrict users from using the ‘skip’ button.
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