Video Advertising

Video advertising accompanying video content distributed via the internet to be streamed or downloaded onto compatible devices such as computers and mobile phones. In its basic form, this can be TV ads run online, but adverts are increasingly adapted or created specifically to suit online. Video advertising can be placed before (pre-roll), during (mid-roll) and after (post-roll) video content. There are also a variety of other methods of delivery including: Embedded within rich media adverts - a video advert can be triggered by a user clicking on a banner ad. Sub site - a video advert loads in a separate browser window behind the site a user is looking at. The video advert then starts playing automatically when the user leaves the original

Some of the advantages of this type of advertisement is that it gives viewers time to get hooked into the video content before displaying, possibly reducing abandonment or exiting the advertisement. On the other hand just like TV advertising it might be intrusive.

 Post-roll – these type of advertisements play at the completion of the video content. The major advantage of this would be that its intrusive of these ads but unfortunately they would be no motivation for viewers to watch as content as it has already being completed.

 User Ad Choice Overlay –– this type of advertisements offer the viewer an interactive overlay that offers a choice of ads for the viewer. After a specific amount of time, a default video ad will play, usually as a pre-roll type of advertisement. Some of the advantages of this type of advertisement is that it results in better targeting of advertisements as users decide which brand or product they want to see but on the other hand it could cause abandonment if the timer is too long and the viewer gets restless. ( Figure 1)

Figure 1 – User Video

The company they hired was mylikes with big brands such as Nestle, Conair to name a few, Mylikes identified key influencers who had a relevant following and targeted different snippets of the game through these influencers who had a large following of gamers in different locations around the world. These advertisements were video sponsors or youtube user’s posting/re-posting or talking about these advertisements, the clever part here was because a user would watch this advertisements or view the targeted video but his/her username (IP) would be targeted with EA game pre-roll advertisements, this made re-targeting across a larger number and a wider audience possible. Using key influencers from diverse backgrounds funneled more attraction fro gamers around the world and created a huge audience platform to view the engaging content. The results at the end of the campaign used by EA games courtesy of Mylikes was phenomenal and extremely successful. ( Figure