Video advertising is gaining more and more strength. Today we focus on ads TrueView (, mid-roll and post-roll) and its possibilities. It is no longer a format used only by very specific sectors as initially thought, but right now there are great possibilities to attract the attention of our target producing quality content that they manage to create with them.
, director of YouTube in Latin America, said at the time that “we deal today with globalized fans who can massify ideas, like the 2,000 million visits that the Gangnam Style video had through which the Korean pop category was promoted. Now we all know what Korean pop is.”.
What are TrueView ads
There is a wide variety of video advertisements available that can be used on the Internet. In this article we are going to focus on those that can be reproduced pre roll (before video content), mid roll (during video content) or post roll (after the video content). The best-known platform that enables this type of ad is Youtube. How do they pose these types of ads?
As you may already know and have already experienced, the ad is shown for five seconds while in the lower right you can see the countdown until the blessed «Skip Ad” either “Skip add«. At that time, users can choose whether they want to skip the ad or, if the advertiser has succeeded in seducing us, voluntarily stop watching.
Companies will only pay when users watch 30 seconds of the ad or watch it in its entirety in case it has a shorter duration. If the user already shows interest before that moment and clicks to go to the advertiser’s website, the result will also be charged, then considering the result to be successful.
Next, we will analyze in greater detail the different formats that are proposed and the approach and characteristics in each case.
What are pre-roll ads
Pre-roll advertising consists of show advertising video (usually short, maximum 30 seconds) just before displaying the content that the user has searched for. Be seen full screen and, on certain occasions, it offers the possibility of, after a few seconds, skipping the ad and going directly to the searched content.
Specifically on YouTube, for example, it is very likely that you have seen a pre-roll ad and that after 5 seconds, it offers you the possibility to skip it with the blessed button that shows the expected «Skip Ad» after the countdown.
It is preferable to present it this way so that it is not a very intrusive and annoying format for the user. since in that case the publicity can be counterproductive and logically diminish the interest of the user.
When presenting this type of advertisement, it is important to bear in mind that It is essential to be able to capture the attention of users in the first few seconds so that they continue to see it and give you the opportunity to show more of the ad.
Many things seek to generate curiosity or intrigue. Here are a couple of examples of a good pre-roll ad to see how the originality and innovation You can make the user not skip the ad and feel like continuing to watch it voluntarily to find out what’s going on.
I also want highlight the approach they used at Burger King when posting this type of ad. Being aware of how little we like these ads when we want to start seeing the content we were looking for, personalized the videos according to the search carried out by the user. In the following video they explain it to us:
What are mid-roll ads?
Mid-roll ads are those that, as can be deduced, appear while the video is playing, thus pausing.
It is the closest thing to the typical television commercial that cuts us off the film at the best moment, yes. The positive is that you are impacting users who have already been watching the video for a considerable time, so it is very likely that they are willing to see the ad because they can finish watching the content since they have shown considerable interest.
These types of ads are intended for long videos of 10 minutes or more in which you can incorporate an ad in the middle of the video. The person uploading the video can preview and insert the ad breaks both automatically and manually.
What are post-roll ads?
Post-roll ads are the ones that they are displayed at the end of the content that the user was looking for.
Therefore, it is important that they add value since, otherwise, it will not take long to close the screen and not see the video since at that moment it no longer has any incentive as in the two previous cases.
By using this format, we should show information related to the video shown above. It is possible, for example, to offer similar products, present linked channels or videos or even encourage the user to browse a website (a blog, for example) or that they can provide more information. And you, have you already tried this advertising format? What is your experience?
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