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What are the pros and cons of online video advertising?

Online video advertising is a medium that is most certainly here to stay, but that does not mean that all marketers are convinced it is the best advertising medium available. While some markets are experiencing real growth in online video advertising, others are remaining set on their ways, claiming that clients prefer the traditional advertising methods that have been used for years. If you are among those who are still on the fence, then allow us to present a list of online video advertising pros and cons that will help you make an informed decision.

Pros

Cost

The biggest advantage to using online video advertising is the money that can be saved over using more traditional methods. There is no need to spend a fortune on prime time viewing slots, when the internet is always accessible and being viewed by someone.

Real-time results

The data that can be viewed in real-time is almost limitless. Not only can you see how many people are viewing your ad at any given time, you can see where in the world they are located, how long they viewed it, and you can even get instant feedback on what they do and do not like about your campaigns. That is an incredibly powerful tool to have when planning future ads.

Multiple formats

While we are using the word “video” as a blanket statement, online ads can be delivered in a variety of formats. Linear (pre, mid, and post-roll), non-linear, interactive, in-banner, are just a few of the advertisement options available to you. Because the costs are low, you can experiment with a variety of formats to find your best fit.

Portability

With the never ending rise of mobile devices connected to the internet, your ad now has the ability to travel with the consumer. It does not matter where they go, as long as there is an internet connection, they will be able to see your ad.

Global reach

There are a handful of countries where broadband is not available and content restrictions are in place, but for the most part, your online video campaigns can span the globe. Create content that goes viral, and your global business can explode overnight.

Cons

Ad Skipping

Some of the most commonly used buttons online are the ones that allow users to skip the ad or simply close it altogether. Unless you create something that people want to watch over and over again, which is unlikely, you are going to be relying on people sharing your content to get the word to spread.

Timing

You need to think about your target market and plan your ads accordingly. If you are looking at attracting college age kids, your ad will be fruitless if it displays during school hours. Make sure your ad server supports some smart scheduling scheme so the ad is displayed at the right time.

Improper Placement

There are likely to be certain types of sites where you do not want your ads to appear, but controlling where they are shown depends on your ad distribution channel and for some channels, this can be a challenge.

The wrong kind of data

While you can learn a lot about who is watching and when, calculating reach is a little more complicated. If you cannot show that your ad is reaching the masses and making a real positive impact, it can be hard to justify spending the money, even if it is less expensive than other forms of advertising. Therefore, make sure you collect and make decisions based on the right metrics.

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