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Video Ad Pitfalls

May 25, 2011

I’m sure you’re all familiar with the video ads you see online. You know the ones that stream on your sidebar, or catch you off guard when you’re at work and remind you how loud your volume is actually turned up? I think we all can relate. The beauty is, they can and they do catch our attention. However, there are some kinks that need to be worked out that can take you from winning to losing in a hurry. Or as Jim Louderback from Adage.com puts it, there are a few pitfalls. Luckily Jim wrote an article that can remedy these pitfalls, so let’s take a look at what they are and how we can avoid them.

The first one is the Conditions of Play. You need to know before you make your media buy, how that video will be initiated. It is very easy for someone to take your money, but deliver poor results. Having your video show up on the page, but not on screen (below your first scroll down) doesn’t do you much good. Even worse is if your video is streamed without audio. Not only will nobody see it, they won’t look for it because they can’t hear it. All of these things are important to take into account before buying a spot.

Second is Page Adjacency. Know what pages or channels your video will appear on. This may seem like advertising 101, but you’d be surprised how easy it is to get an ad running on the wrong page. The wrong page can be anything from gambling sites, to children’s sites (depending on what you’re advertising). You see? Make sure before you buy your spot that you have seen a list of every single channel that the supplier uses. If you can see all of them, you can make a request of which pages you don’t want to run on.

The third and final pitfall is Stream Adjacency. This one is a little bit more tricky to solve, but not impossible. After you have figured out the right sites you want your ad to run on, you need to make sure your ad does not come before or after an ad that you wouldn’t want to be associated with. It is just like advertising in newspapers, you do not want the advertisement for the new show “The Walking Dead” to sit next to an ad for a funeral home. Now, though it seems humorous and ironic to the viewer, it certainly isn’t ideal for business. The same thing goes for video ads, having your alcoholic beverage streamed before or after a MADD Ad isn’t ideal. The only way around this one is to be involved. Be involved with the networks you’re using and if you have to, screen the videos yourself. Better to be safe than sorry!

-Stasia

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