@ OMMA: The Do’s And Don’ts Of Online Video Advertising Campaigns

Online video tends to be more effective than other internet ads, Dynamic Logic found. But the media researcher tried to find out whether or not this is due to the “novelty factor” of visuals. In her presentation at the OMMA Video conference, Michelle Eule, VP Research, at DL, offered some do’s and don’ts for video ads:

— The successful video ad campaigns tended to be intrinsically linked to the brand. They also allowed for an interactive experience with the brand and it needed to be entertaining. Lastly, the content in the ad was synergistic with offline marketing efforts.

— The ones that failed with viewers were ones that lacked relevance, were too esoteric and asked the viewer to work to hard. Another negative was relying on audio too much. “Most viewers have their sound turned down, so if you count on sound to relay your message, it probably won’t get through,” Eule said.

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