Wednesday, August 19, 2015

Mobile Video Ads Work Better

What is the last display ad you recall seeing?  Frankly, my eyes gloss over most display ads; they are more a nuisance than informative, clogging up the screen.  Headers, verticals, even overlays clog our screens but may not be very successful.  Well, a research report from BI Intelligence says that video advertising is the best future for mobile and desktop screens. And that trend is continuing to grow. 

As you scroll down your Facebook or other feeds, you may notice that videos start to play automatically.  And they have been successful.  "In-stream video ads, including ads that play at the start, during, and after  video content, yielded click-through rates (CTRs) that were 18x higher than HTML5 banner ad units in February 2015, according to Google's Rich Media Gallery. "

Of course prices for video ads are higher than static ones, but if they deliver more ROI, then it is clearly a better value.  Will display ads go away completely, doubtful.  But an integrated ad buy that utilizes both strategies on a page certainly should get more notice, better brand engagement, and hopefully more click throughs. 

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