{"id":79158,"date":"2020-07-01T12:28:58","date_gmt":"2020-07-01T10:28:58","guid":{"rendered":"https:\/\/www.exoclick.com\/exoclicks-ultimate-guide-to-video-advertising\/"},"modified":"2025-01-14T08:35:13","modified_gmt":"2025-01-14T07:35:13","slug":"exoclicks-ultimate-guide-to-video-advertising","status":"publish","type":"post","link":"https:\/\/www.exoclick.com\/es\/exoclicks-ultimate-guide-to-video-advertising\/","title":{"rendered":"ExoClick\u2019s Ultimate Guide to Video Advertising"},"content":{"rendered":"

Many advertisers want to start video advertising campaigns because they have a very high conversion rate compared to traditional banners. ExoClick offers three specific video ad formats: In-Stream, Outstream and Video Slider. This indepth Guide is designed to help you get started with video advertising campaigns.<\/span><\/p>\n

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Video formats explained<\/b><\/span><\/p>\n

What are the differences between In-Stream, Outstream and Video Slider?<\/p>\n

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In-Stream Video: <\/b>Works with all major video players and automatically plays when an end user clicks on a website\u2019s video content (pre-roll). Pre-roll in-stream will show on a publishers site inside an html5 video player which the user will most likely watch in full screen mode, because it plays before the video content an end user wants to see. Once the video ad starts playing a \u2018skip ad in 5 seconds\u2019 button is shown to end users on the bottom right of the screen, just like Youtube ads. This is why with this format it is imperative to make your video content compelling to the end user within the first 5 seconds, so that the end user doesn’t skip it. This format has the highest CTR and is available on CPM, CPC & CPV this format has a very high conversion rate.<\/span><\/p>\n

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Outstream Video:<\/b> The ad is shown to an end user while navigating\/scrolling a website and is fully responsive, playing on desktop, tablet and mobile. The publisher can set the positioning on their website for when the video ad will trigger. As the user scrolls down the page the ad zone pushes the website\u2019s content down and the Outstream ad starts being visible to the user. Once 50% of the ad zone is viewable, the video ad automatically plays on mute, the end user can unmute the video ad. Clicking or tapping the video ad opens the advertiser\u2019s landing page in a new tab.\u00a0<\/span><\/p>\n

As the end user scrolls further down the page the video will pause, waiting to resume playing when the end user comes back to the content where the Outstream ad is located. Additionally as the user continues to scroll down the page, the ad zone vanishes and is replaced with the original content on the publisher\u2019s page. This makes the video format very user friendly. Available on CPC, CPV and CPM.<\/span><\/p>\n

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Video Slider: <\/b>Similar to the Instant Message format but displays a video instead of just an image. Once a website\u2019s page has loaded the end user will see the ad slide in from right at the bottom of the page, which makes this format very eye catching to the end user. As many consumers are used to seeing Dating offers from the Instant Message format appearing from the bottom of the screen, this format can be suitable for Dating offers, which you read about in our <\/span>Video Slider Dating Case Study<\/span><\/a>. Available on CPC, CPV and CPM.<\/span><\/p>\n

What is CPV<\/b>? CPV=Cost per View. The cost is triggered when ten seconds of the video ad have been displayed to the site visitor at normal speed. This model is suitable for campaigns that have a very high CTR but a low View Rate<\/span><\/p>\n

Video format CTRs: <\/b>ExoClick\u2019s business intelligence team looked at the global statistics for CTRs, comparing Banners with Video Slider and In-Stream. Because Outstream is a new format,this will be updated when we have stats for Outstream:<\/span><\/p>\n

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Tips for creating a video ad<\/b><\/span><\/p>\n

It’s a powerful conversion tool<\/b>: With video becoming such a natural part of web browsing, video ads offer advertisers an opportunity to connect on a deeper level by telling a story or showing the product experience to their target market.\u00a0<\/span><\/p>\n

Tell a story<\/b>: Here is where you can really tell a story and hook the user compared to a simple banner ad. Keep the message tight and offer entertainment value to end users so that they enjoy your ad. Be creative because original content will help you generate better quality leads.<\/span><\/p>\n

Content ideas<\/b>: Video can be used to showcase\/demo a product, create a fun\/memorable \u2018viral style\u2019 video, educate\/offer a tutorial, feature a brand ambassador presenting\/endorsing the product, etc. The video content must match the product you are selling after viewers click the link.<\/span><\/p>\n

Production values<\/b>: Choose between a high quality\/production or amateur style. With the explosion of Instagram and Tik Tok over the last few years consumers are open to amateur style content too! Infact you can mimic Instagram & Tik Tok styles.<\/span><\/p>\n

Create separate video ads for In-Stream and Video Slider<\/strong>: Remember pre-roll in-stream will show on a publishers site inside an html5 video player which the user will most likely watch in full screen mode, because it plays before the video content an end user wants to see. So ensure that your video ad looks good in full screen mode. Video Slider slides in from the bottom right and it uses 20-30% or the screen (depending on the size chosen by the publisher for the ad zone), so make sure your video ad is still impactful at this smaller size. So create specific video content that takes into account the position and size of each ad format.<\/p>\n

Keep it short<\/b>: The length of the video needs to be a minimum of 15 seconds. Short videos are great for engaging Millennial buyers, whose short attention spans have been shaped by the internet for most of their lives.\u00a0 So it is imperative to convey the message quickly, incorporate strong calls to action early on in your video and create content that encourages viewers to watch the video ad in its entirety.<\/span><\/p>\n

Sound advice<\/b>: Keep in mind that your video ad should be able to connect with the viewer without the aid of sound. Many people browse in silent mode. So incorporate subtitles and call to action texts into your video creative to get your message across.<\/span><\/p>\n

Copyright<\/b>: Make sure you own the copyright or you are officially authorized to use all the content featured in the video.<\/span><\/p>\n

Video editing software:\u00a0<\/b>There are plenty of video editing programs available online:<\/span><\/p>\n