Apart
from articles and content promotion, native videos and pre roll
videos are considered as the best way to advertise. Placements of the
contents, the position of videos and banners are important in
determining the success of such video platforms. For instance,
Taboola converted the video platform it acquired from ConvertMedia to
a content discovery engine, which had a drastic impact on its success
and ROI. In other content based website, the bottom of the page is
considered as the most effective position to display video ads. Apart
from Pre-roll videos, it is possible to gain audience from
several other formats like in-stream videos, auto-play vertical,
video content syndication etc.
Video publishers must be careful so that they do not just produce
videos for the sake of producing them. They must focus on the end
user and the objectives of the video advertisement to make a
difference. Furthermore, the publishers, the advertisers as well as
the consumers must be on the same platform. The auto-play videos in
articles is trending. The industry is gradually shifting from
pre-roll advertising from new formats like auto rolls and embedded
videos. The new trend is to add experiences that will increase the
value of advertisement. New modes like the VR experience, 360 degree
videos, live videos are all coming up into the new ensemble for
advertisers.
However,
with emergence of multiple formats, the possibilities of mismatches
in the advertisement formats are becoming more relevant. For
instance, including a 360-degree video as an expandable in an article
will only offer a poor user experience. Thus, the type of videos and
the placement in the webpage should be matching in advertisements.
The audio feature is also adding to the impact. Videos ads with
audio-on or without audio is becoming a subject of discussion. It
being found that videos without audios acts well in most of the
cases. They have a string visual impact and a message to convey.
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