In-stream and in-banner ads – which one to use?

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Marketers have identified the best online consumers and are betting on visuals. So, why do companies choose a video format?

  1. Video ad contains image and it also contains sound, therefore it attracts attention.
  2. Some products are simply not presented well in statics. A picture can display the result “before” and “after”, and the video shows the whole process. The main thing is that the video should be shot well.
  3. The marketing team may include liberals and conservatives. Try to run the same video on television and on the Internet. The main thing is that the advertising format itself is universal for both.
  4. Video clips often become viral.

In-banner is a refined practice, available at the most sustainable sites. It is easy to explain to the customer what you are going to offer him: traditionally these are banners of 300×250 pixels in size that are placed on the site or redirect to the specified page. Banners are accompanied by the shortest text and a thumbnail representing the ad video.

The best advertising sites within the banner are YouTube through the TrueView platform, Google contextual format and popular local regional sites. Ads are related to native advertising, as they strongly resemble the natural processes of the appearance of stories in the field of view of a potential consumer. Clicking on an advertisement, in principle, does not give full awareness of viewing an advertisement. In addition, when switching to the video, the video appears on the sidebar, without interfering with the current work on the Internet. Due to this, the conversion rate to the video is much higher than in the case of using conventional banners (according to statistics, up to five times).

The peculiarity of such advertising is almost unlimited length if to follow condition to invest in a size of 500 mb. The consumer may watch a video that creates good brand loyalty for several minutes, and traditionally pays for a click. In essence, you pay for lively consumer interest.

In-stream is a completely different concept of working in the contextual display network.

In this format, the commercial is scrolled before the viewer can see what he actually came for (sometimes in the middle or at the end). In essence, the ads in the stream interrupt the viewed content, but after a few seconds they might be skipped. Paying system here is also fair – the advertiser pays only for a full display. If the viewer missed the advertisement, the customer has never paid for it.

What goals are feasible for in-stream campaigns?

  • Whether to work with potential customers;
  • To increase the traffic of the company’s own website;
  • To increase coverage;
  • To maintain continued interest in the brand and specific products.

To accomplish the latter goal they use advertising without the possibility of a pass. However, it may seem aggressive to the consumer.

In-stream for the USA

For US advertisers, Facebook’s in-stream advertising feature is now available. This is a truly niche segment. Rollers longer than 15 seconds are screened. This function allows you to target your audience basing on the principle of people’s interests.

Still, video advertising is not a magic tablet. Testing various media tools, marketers came to the conclusion that video for brand memorability is indispensable. But in order to constantly get cheap conversions, you should look for other complex mechanisms. Of course, video marketing will give a good sales result, but the results will be expensive. Well, video advertising and on traditional media was originally the most expensive one.

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