For those who claim the title of being the best Internet marketing company, constantly updating strategy is crucial. If your Internet marketing service provider is one such company, then consider this an early warning.
According to an article for BizReport, a Vindico report found that an average of 80% of video ads is “abandoned within the first half of the ad.”
Is this cause for alarm?
In a way, yes. It should prompt online retailers and their so-called best Internet marketing companies to rethink their video ad strategy. Don’t go extreme and pull the plug on video advertising though because the same report added that even “abandoned ads” do what it is meant to do—expose the product, the brand or the business to the consumer. That in itself, is an achievement.
The research also found that the video players which run full-length programming are more likely to be abandoned while the mid-roll ad units are more tolerated. Interestingly, the long-form content ads are more likely to be completed than short-form ads.
More figures to mull over: comScore found that nine billion video ads (wow!) were served to viewers in April alone. And more than 180 million US consumers watched 37 billion pieces of video content for the same month. Like we said earlier, there is still more than enough reason to persevere—video ads, despite odds of abandonment, are still fertile grounds.
The top video ad spaces you should be targeting? Google sites including YouTube of course, Yahoo! sites, Hulu and VEVO.
And your biggest challenge? Keeping viewers hooked or at least, putting the key messages early on in the video. It’s a competitive world out there and anything less than compelling will just be relegated as another one of the 80%.