Our time is precious. Especially our time spent browsing the web. As we wade through a plethora of content, constantly seeking entertainment or information our attention span is sharply reduced. This is why experts believe that short video ads are the most effective when it comes to advertising online. Keep it simple, keep it snappy and keep it 15 seconds – according to comScore.
In their white paper ‘Surviving the Upfronts in a Cross media world’, comScore provide the reader with 5 steps to cut down a 30/60 second TV ad to a 15 second online video ad. The main points are summarised below:
1. Reduce communication to a single idea
2. Use images and pictures instead of words
3. Include 5 seconds of “product shots”
4. Avoid “storyline” format
5. Correct content
Quite simply, audiences want to know – what is your product, how does it work and why should they buy it? All in the shortest time possible. Easy, right? In theory, yes, but many online advertisers are failing to do just that. Josh Hardwick, a contributor to the online media site SitePoint recently gave a run down of the 12 most common errors he found to be committed in online video marketing. ‘Information overload’ and ‘too lengthy’ were two of these, reinforcing the point that SMB’s need the right technology to enable them to make simple, short and snappy video ads.
If you are a SMB looking for a solution to your online video ad strategy, Viddyad may have just what you are looking for.