The rise of video ad spend
By 2020, video ads are set to outstrip all traditional media. Mobile Video Ad Spending alone is forecasted to nearly double from around $13B in 2018 to over $24B in 2022.
The APAC region looks especially ripe for the picking with 450% YOY ad spend growth 2017 – more than triple than any other continent.
Certainly, the rise in popularity of video is largely congruent to the sustained, rapid adoption of smartphones.
Likewise, content consumption preference has shifted to mobile. In this specific case, videos are easier to consume, entertaining and engaging, so much so that video ads has a 19% higher ROAS than any other mobile ad formats. Users are also 3x more likely to click through on a smartphone than on the desktop.
Placement is key
Now the big question is, where should you place your video ad to get the most bang for your buck? Here’s the lowdown, the pros and cons of each placement.
Pre-roll ads are run before the video.
Pros: Showcasing the brand or product before the actual content presumes that the consumer is interested, engaged, and are willing to watch an advertisement about a brand they might know nothing about, if it means they can get to their desired content. With this scenario, you’ll see that brand awareness is where pre-roll advertising truly shines. Pre-roll videos are also quite helpful in eliciting different kinds of brand responsiveness. Plus, it represents the least intrusive form of ad viewing with only 17% of users finding it intrusive.
Cons: Pre-roll videos may stand a higher chance of abandonment
How to use: While the unspoken rule in online video advertising is that the ad should match the content desired by an impeccably-targeted viewers, pre-roll ads can also be placed randomly.
Mid roll ads are run mid-way through a video.
Pros: Mid-roll ads have an impressive completion rate of 90% as users are already invested in videos and are more willing to be patient.
Cons: Mid-roll ads can be quite disruptive when used inelegantly as it cuts abruptly into views. Mid-roll ads also face the risk of low viewership as aggravated Users may drop off a video, and therefore never see the advertisement through.
How to use: Use mid-roll ads only when your content is aligned with the specific type of content played in a video.
Post roll ads are run at the end of a video.
Pros: Post-roll ads can be more effective for calls-to-action, and while the least engaging, still boast a 65% completion rate.
Cons: Post-roll ads have the lowest completion rates as few users view videos to its completion.
How to use: Post-roll ads can be very effective if used as a call-to-action if it follows branded content or when video content is streamed using a hidden playlist.
Pocketmath targets any specific ad placement you want for your video ad (pre-roll, mid-roll or post-roll) to effectively complement your campaign strategy. With this capability, you are empowered with a greater determination over the success of your ad campaign.
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