Digital advertisers often see video content as a channel-agnostic panacea. But using the same content across the web, even embedded in your display ads, isn’t the answer. Just because it works on TV doesn’t mean it belongs in a banner.
A little extra work can go a long way: Turning your standard video ads into a native, interactive brand experience is an engaging way to get the results you want.
Here are three things to keep in mind when tailoring video content for digital display advertising:
TV is passive, digital is active
Traditional TV commercials are designed to guide a passive audience along a linear narrative. There’s not much room for interactivity or creative presentation. But the sort of “on-demand” narrative enabled by digital inspires users to be more active and involved in their content consumption. Avoid one-way broadcasting.
Know your goals
Before adapting a TV ad to the digital plane, know your goals. Do you want the audience’s full attention? Do you want interaction? The answers to those questions will help decide just how you expand your traditional spot for an online audience
Ad position: web_incontent_pos1
Find the right format
There is a variety of digital display ad formats, and finding the right mix can carry consumers all the way through the marketing funnel. Adding standard, in-feed native and rich media video display formats to your roster will help you make the most of your digital channels’ immense potential.
More from Digiday
Sliders test article
Amazon bulldozes into new markets, upending the status quo and challenging rivals. Today, it’s the turn of the ad-supported streaming world, and Amazon is coming out of the gate strong. Why, you ask? Because Amazon is serving marketers an opportunity beginning today to reach a whopping 115 million monthly viewers in the U.S. alone, courtesy […]
How CTV and DOOH are growing this political season for smaller agencies
Connected TV and digital out-of-home are playing a bigger role in upcoming elections and politics – especially for smaller agencies looking to place clients’ dollars.
CMO Strategies: Advertisers identify the top attributes on ad-supported streaming platforms
This is the third installment in Digiday’s multi-part series covering the top ad-supported streaming services and part of Digiday’s CMO Strategies series. In this report, we examine which ad attributes matter the most to marketers on streaming platforms.
Ad position: web_bfu