Video Best Practices

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Less time spent consuming traditional TV

Video Advertising On The Rise

Video is among fastest growing formats– $989M in 2008 – 110% increase over 20071

– $7.1B by 20121

Video Interaction Rate dwarfs standard IR– Study shows 8% interaction rate – over eight times the IR of

standard banner ads2

1. Forrester Research, Oct. 2007

2. Eyeblaster Study, 2007

Source: Dynamic Logic MarketNorms Q4 ‘07

The Value of Rich Media and Online Video

Source: OPA, Online Video Advertising, 6/2007

Of consumers who have seen a product advertised in an online video ad, they have taken the following actions:

31%

Checked out company website

13%

Requested more information

14%

Went to a store to see the product

9%

Forwarded an ad

12%

Made a purchase

The Power of Rich Media and Online Video

Eyeblaster Video Studio

Production Issues – Building Your Banner

PLAYER 3

PLAYER 2

PLAYER 1

PLAYER

CLIP 1 CLIP 2 CLIP 3

DON’T drag multiple video controllers into the ad. DO control all clips with one “master” controller

Production Issues – Building Your Banner

Form a Tag-Team

Case Study: Warner Bros

FULL VIDEO(not publisher compliant)

CLIP 1 CLIP 2 CLIP 3

SMALL CLIPS LOADING SUCCESSIVELY(publisher compliant)

Do…

Have a clear objective for using video

Storyboard your shots for each video size

Get to the point quickly

Add a layer of interactivity

Allow users to customise their own preferences e.g. sound on

Check that publisher’s video specs are up-to-date

Don’t…

Assume that all video that worked for TV will work online

Force dial-up users to watch video

Approach a video shoot without a strategy

Hire a director who does not understand digital mediaor your creative intentions

Easy to convert TV commercials for the web

Video in banner and expansion Microsite ad

Messenger ad Repurposing video for digital

Purpose Shot Video

Video created for online use Relate to the audience

Transparency Humor Works

Video with Interaction

Unique way to use video Built in interaction

Multiple clipsEasy controls

Different ending

Homepage Takeover with Video

Transparent Video

Use of all unitsZero competition

User control

Video Wall

Things to remember

Online video is not always rectangular

Most users don’t have sound on

Bandwidth detection & know plug-in

Using video does not mean greater click-throughs

Summary

User habits are changing

Easy implementation for video

Plug-in and Bandwidth detection

Impressive Quality

Thank-you