Online advertising video continues to grow with new formats

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Online video consumption has become widespread in recent years, with more than 19 million people (82% of Internet users) consuming online video in a typical month, according to the March 2011 ComScore survey and the IAB-PWC study on advertising investment in digital media . In Spain, more than 3 billion videos are consumed on the Internet each month and the average user watches 36 minutes of these per day.

This development of online video predicts a huge growth in online video advertising in the coming years. Advertising networks are therefore increasing their video inventory. For example, our Antevenio Rich & Reach network already offers 13 million pre-roll impressions and 115 million in-banner video impressions per month .

This is also due to the fact that the recall rate of online video is 95% higher than that of a standard format and that broadcasting a spot combined on television and the Internet increases brand recall and message recall.

In a report on video formats, Eyewonder says that pre-roll (a video that appears 10 or 15 seconds before the content is displayed) currently dominates Europe, accounting for almost 90% of the online video advertising business. This uae phone number list format, together with post-roll , accounted for 3.1% of display advertising in 2010, compared to 1.72% in 2009.

Online videoInstant-play formats are the most effective for capturing user attention when launching an advertising campaign, but once the consumer is aware of the brand, formats initiated by the consumer are more effective.

In addition, the length of the video is a very important aspect for it to be effective: it is estimated that it should be 30 seconds maximum. 15-second videos have a completed viewing rate of 76.6%, compared to 54.8% for 30-second videos. This length is more effective for user-initiated formats.

In-stream formats (such as pre-roll ) are being mixed with non-linear formats, in which the ad is published simultaneously with the video content, or formats in which the user decides their own experience with the advertising. In this sense, Vivaki has created a format called ASq , which consists of a conventional pre-roll preceded by an entrance cover that gives the user the possibility of choosing, between three brands, the spot they prefer to view. If they do not click on any spot within 10 seconds, a default one is played.