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BizReport : Advertising archives : April 19, 2012

Top 3 tips to improve video ads

With video taking up an increasing amount of consumers' online time, it's no wonder brands are pushing into the video space as well. But, brands need to do more than repurpose TV spots or create amateurish videos. What's driving the fast video growth?

by Kristina Knight

"First, technology has simply gotten better," said Jay Miletsky, CEO, MyPodStudios. "Compression has improved, while better connectivity in homes and offices has simultaneously improved. At the same time, video equipment is also more accessible. A decent camera isn't all that expensive, and editing software comes pre-installed on some computers, or included on some networks, and is pretty easy to use. So there's this perfect storm that's allowed a lot of people to unlock their inner-Spielberg. Now, anyone with an idea can create decent video content - the perfect vehicle for speaking to audiences with ever-decreasing attention spans."

MyPodStudios is an online video network showcasing content across categories, from third part providers on their exclusive pages, called Pods. Each pod is designed to reflect the brand while maintaining the interconnectivity of the network. I also chatted with Jay about the trend of skipping video ads; you can read that conversation here.

Here are Jay's top three tips to improve video engagement.

First, make it unique, don't simply repurpose old content or spots.

"It's understandable that marketers want to save some money and make their expensive TV ads work online as well, but watching videos on a desktop or laptop computer is not the same as watching a show on TV. Viewing habits were different, and so are attitudes toward marketing," said Miletsky.

Second, keep it short. Fifteen seconds is a good time, he said.

Third, strongly consider VPAID options, allowing the viewer to interact with the brand.

"We see our highest CTRs on VPAID efforts," said Miletsky. "So, really, the best practice for video advertising is to stop thinking of online as a second cousin to television. Treat [video ads] as a separate and equal entity, and build ads specifically with that audience in mind."

Tags: MyPodStudios, online video, video best practices, video tips, video trends

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