Google is still working on its plan to launch advertising on YouTube’s video clips. Most sites use 30-second pre-roll ads, which still seem pretty darn annoying to me despite what some optimistic studies say. Perhaps the reason Google hasn’t followed suit is they agree. So what is the right solution?
I can tell you what HeraldTribune.com is doing because I think it's smart. Check out the ads on our newest video player, launched on Friday.
There’s a 30-second ad AFTER the video clip and a 5-second pre-roll. The pre-roll works a lot like NPR sponsorships. “This segment is brought to you by so-and-so, your tagline here.”
A recent Online Publishers Association study shows (on Page 24) that the shorter the ad, the more people are likely to pay attention. The goal of a compelling 5-second tagline is to interest the viewer in watching 30 seconds more.
No statistics yet on whether this is working. But, anecdotally, the ads have affected me. It’s a short message, but also a repetitive one. Any marketing specialist will attest that frequency is an important part of successful branding campaigns.
My suggestion is YouTube combine sponsorship pre-rolls with surround sessions, where the ads follow a user around the site.
Comments (4)
I think H-T is on the right path with the short sponsor intro and the post-roll. The notion of a 30-second pre-roll is insane, but many sites are doing it simply to repurpose broadcast ads and avoid production expense for a 15. It's the Harvest/Print2Web approach to video ads.
And another reason to keep most clips fairly short, to get users to the post-roll.
Posted by Andy Rhinehart | April 22, 2007 11:55 AM
Posted on April 22, 2007 11:55
Our method still allows for using the complete 30-second commercial straight from TV, without the need for a new creative. It just comes second.
Doing a 5-second pre-roll isn't hard. Just takes a logo and a voice. Since it seems more effective to me, and is pretty easy to do, I'm hoping it catches on elsewhere.
Sick of sitting through long commercials just to see a very short video clip. It's too often not worth it.
Posted by Lucas | April 22, 2007 1:21 PM
Posted on April 22, 2007 13:21
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Posted by Chris Abraham | April 22, 2007 5:04 PM
Posted on April 22, 2007 17:04
I think your point is right on, Lucas, and is in keeping with my experience with watching TV shows on the web instead of using iTunes. I wrote about it in more detail here:
http://leeaase.wordpress.com/2007/04/22/pre-roll-video-ads/
Posted by Lee Aase | April 22, 2007 10:17 PM
Posted on April 22, 2007 22:17