Art directors wanting to get the best out of video advertising for their online advertising agencies might do well to heed some new “best practice” guidance from eMarketer.
The rise of interactive
It’s no secret that interactive video advertising is growing. Video ad management firm VINDICO’s data shows that digital video ads featuring some form of interactivity leapt from 2 percent in January 2013 to 11 percent in June. Its president, Matt Timothy, explained that the share of video ads featuring interactivity doubled between 2012 and 2013 and he expects it to double again next year.
Digital video ad spending is growing sharply according to eMarketer’s research, and its share of the total digital display budget is set to climb from this year’s 23.4 percent to 30.7 percent in 2017. And that means that it’s more important than ever to understand the best practice in how to make video ads genuinely interactive
But pretty much all art directors would probably consider themselves rookies when it comes to interactive video. Today’s interactive video ads involve an active two-way, give-and-take communication between advertisers and consumers. And eMarketer’s new guide, “Interactive Video Advertising: Seven Best Practices for a New Ad Channel”, sets out clearly what counts as interactive – a must-read for art directors and product managers.
An art director’s guide
eMarketer identifies five elements which contribute to video ad interactivity:
- A clickable button to enable engagement through Twitter, Facebook, Pinterest, Google+, etc.
- Giving prospective consumers choice over which ad categories to opt for via an ad selector.
- A user action feature like a rollover or a click that initiates additional content.
- A “call to action” inside the video player which pauses the ad and expands in a new window for the consumer to intact with.
- An overlay enabling features such as animation, rich media graphics, an extra layer of video above the main ad or even a simple two-question poll.
Two further points are included in the guide: be aware of the audience’s motivation. People viewing high-consideration products will almost certainly appreciate an in-ad means of accessing further information, while others will appreciate some form of entertainment (e.g., a game or a movie preview).
Finally, vary the call to action to suit the product and the audience being pitched to.