January 17, 2007

How to Make Effective Online Video Ads

- New Media Marketer

Ad Age today reports on How to Make Effective Online Video Ads. According to a report released by Dynamic Logic all online video ads are not created equal.

There are a few things marketers need to be aware of when creating online video campaigns.
1. Make sure the brand is central to the online video ad.
2. Make sure the online video ad utilizes the unique features of the web (links, downloads, print, email, etc.)
3. Entertaining videos performed much better than boring videos.
4. The online video ad should jive with offline marketing efforts.
5. Accompany the online video ad with other online creative. Quite often there might be an opportunity to have a branded skin in which the ad plays.

Online video advertising is evolving quickly and once we have reliable metrics to determine effectiveness it will blow up. Marketers and Publishers need to understand what's going on with online video and be sure to utilize these best practices in your campaigns.

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