eMarketer chart - Online Ad Spend by Objective 2009-2014
The majority of online ad campaigns have been designed to generate direct response. Advertisers have been slow to recognize the potential of the medium for brand awareness and recall.
That’s slowly beginning to change. As the eMarketer chart indicates, the percentage of online ad spending devoted to branding is expected to grow from 36% in 2010 to 42% by 2014.
In a blog post about the future of display advertising, Google is even more optimistic. By 2015, Google predicts, 50 percent of online ads will be video ads aimed at brand-building.
Google bases its optimism on two primary factors:
- Rich media ads work. The creativity that they enable results in more memorable ads that promote social interactivity between viewers and advertisers.
- As advertisers deliver ads tailored to specific audiences, the ads become more relevant and, thus, more likely to increase brand awareness as well as generate response.
No matter how effective rich media ads are, however, if advertisers continue to anticipate prohibitive cost and complexity barriers, they’re unlikely to change their marketing behaviors.
That’s why it’s so significant that technology is now available that eliminates the barriers to creating, running, and modifying online rich media campaigns.
This technology makes it easy for advertisers to:
- Re-purpose existing TV creative to run as in-banner online video ads.
- Dynamically deliver different creative and messaging to different viewers based on where they live, who they are, and what interests them.
- Include interactive and social features that encourage viewers to engage.
- Update creative on the fly and automatically optimize campaigns while they run.
- Measure and track brand-related success metrics, such as view rate, engagement, and exposure, that go beyond the click.
To encourage advertisers to seize the day and start running effective, easy-to-implement, locally-relevant online brand-building campaigns, this introduction represents the launching pad for a series of posts that demonstrate online video ads in action. Start exploring now.
Features in Action: Video Redirect
Features in Action: Social media integration
Features in Action: Flash widgets
Features in Action: QR codes in VideoAds
Learn more about dynamic video advertising technology.
Tags: display ads, dynamic, local, Mixpo, video advertising, VideoAd, Xspot