Earlier this week I posted an opposing response to a recent VentureBeat guest article by Mo Al Adham, who argued the end is near for pre-roll video ads because they negatively impact the advertiser’s brand. On the contrary, there is still infinite opportunity for the pre-roll, as long as brands recognize that online video advertising is a different ballgame than traditional TV advertising. While a 15-second spot – whether online or on TV – appears to be the same medium, there is so much more data-driven intel that can be used within video ads, which can deliver beyond just brand awareness but actual conversion and revenue performance.
The SmartVideo Blog
Tags: smart video, SmartVideo, customer experience, YouTube, personalized video, targeted advertising, video advertising, retargeted advertising, pre-roll ads, customer nurturing, online video ad, video ads, data intelligence, online video advertising, mobile ads, Videonuze, personally relevant video
Recently, Mo Al Adham, CEO of Telly, wrote a VentureBeat article, “3 reasons why digital video needs to rethink its advertising model,” in which he argues that pre-roll ads have a “negative impact” on the advertised brand and that the “death of pre-roll video” is looming. I’d like to counter his perspective: pre-roll ads have the ability to positively impact customer-centric brands and drive customer engagement and acquisition strategies.
Adham is right about one thing; online video advertising is currently executed the wrong way, in which it follows TV’s model of delivering one ad to many viewers, ultimately annoying the consumer. I agree that the industry needs to innovate, but not at the expense of the pre-roll ad. Consumers want content and experiences that address their personal interests, ads they want to watch. Matching creative best practices from TV advertising with data-driven intelligence established in the display marketing space in recent years lies opportunity to deliver better, more personalized video ad experiences to consumers, even by pre-roll. While the ability to choose your own ad experience before a Hulu video starts is a small step toward a personalized experience, many brands are leveraging online video ad platforms to quickly move beyond just contextualized ads repurposed from TV. Think about it: if given the choice, would you choose a video ad for someone like you, or a video ad created in the moment just for you?
Tags: smart video, SmartVideo, innovation, customer experience, personalization, targeted advertising, retargeted advertising, pre-roll ads, video ads, customer acquisition, online video advertising, contextual advertising
It is well-documented that SmartVideo can be a powerful platform of communication. But what are some of the best ways to ensure that your SmartVideo campaign meets its objectives?
Tags: smart video, SmartVideo, customer engagement, customers, personalized video, personalization, creative, targeted advertising, retargeted advertising, pre-roll ads, best practices, personally relevant video, calls to action, CTAs, brand engagement, delivery
I recently joined SundaySky as Head of Customer Success, to support our customers with the strategic delivery of their performance-focused SmartVideo programs. I was excited to join the team at a time when SmartVideo is disrupting the video and customer lifecycle space. The team is motivated and super smart, plus I get to work with the most recognized brands who are totally invested in building the most engaging and impactful customer engagement experiences.
Tags: Turkcell, smart video, SmartVideo, customer engagement, customers, personalized video, customer preferences, SundaySky, pre-roll ads, best practices, video delivery, video engagement, video by email, email, subject line, delivery
A burgeoning ecosystem of buyers, publishers, ad networks and technology companies congregated at ad:tech in San Francisco last week to participate in what amounts to nothing short of the complete transformation of the advertising industry.
Tags: measuring business impact, big data, measuring value, targeted advertising, video advertising, pre-roll ads, online video ad, video ads, customer acquisition, online video advertising, ecommerce, real time, programmatic buying, video ad spend
We’ve seen tremendous growth in online video ad consumption over the last couple of years. Online video advertising revenues topped $1 billion in the first two quarters of 2012, video ad views reached 9.9 billion in February, and YouTube just hit 1 billion monthly users.
Tags: smart video, SmartVideo, customer experience, mobile video, YouTube, personalized video, targeted advertising, video advertising, pre-roll ads, online video ad, video ads, customer acquisition, online video advertising, attribution, video ad spend, contextual advertising, SmartVideo Summit
Welcome to Election Day. Here is a roundup of how online videos and video ad campaigns played a crucial and record-breaking role during the 2012 presidential elections.
Tags: Presidential Election 2012, political videos, campaign videos, microtargeting, YouTube, online video, targeted advertising, video advertising, pre-roll ads, video ads, online video advertising, Google
Retargeted advertising is not a new concept of performance advertising. And when you add online video, you meet the intersection of performance and brand advertising. Retargeted video advertising bridges these two ad disciplines and delivers the best of both worlds, proving to ‘outperform’ brand advertising and ‘outbrand’ performance advertising.
Tags: smart video, SmartVideo, customer engagement, customer experience, targeted advertising, video advertising, retargeted advertising, pre-roll ads, customer nurturing, online video ad, video ads, customer lifecycle, customer acquisition
Similar to television advertising, the most effective lengths for online video ads are 15 and 30-second spots. Yet the advantage SmartVideo advertising has over TV is that pre-roll ads are targeted to customers based on their individual behavior, value or other personal relevance. But which video ad length is most successful at converting site abandoners in to your loyal customers?
Bringing site abandoners back to the site is an ideal way to drive brand engagement and recapture an otherwise lost investment in traffic, thereby increasing sales. An effective way of doing this is with retargeted ads. These ads re-engage visitors who left the website without converting based on their previous Internet actions.
Tags: smart video, SmartVideo, targeted advertising, video advertising, retargeted advertising, pre-roll ads, online video ad, video ads, online video advertising, best practices, video delivery, delivery