WCCO's video player features clickable ads
As viewers continue to watch more and more video online, it is important to take some time and analyze your online video strategy. Web commercials (commonly called pre-rolls) have become the first generation of running television commercials online. Here at CBS, we have developed one of the best video players in the country; featuring fast loading video, along with :15 "clickable" pre-roll video ads. We spend a lot of time with our advertisers making sure they are getting the most out of their online video ads, and I thought it would be valuable to share some of those tactics with you.
Be short and sweet. Make sure you are not trying to give too much information, in too little time. 15 seconds is just enough time to provide one or two good facts, followed by a call to action.
Ask the viewer to take action. WCCO.com pre-rolls are clickable 100% of the time, thus eliminating the need for a cluttered companion banner. Instead, it is important to alert the viewer that they should click on the video if they are interested. We have seen clickthrough rates double and even triple when videos add call to actions. Try adding a voice over or end frame in the ad telling the viewer: “Click Here for more info!” The viewers won’t click if you don’t ask them to.
Add video to your site. Only about half of our website's millions of visitors watch video. So by advertising in our video player, you are choosing to reach our tech-savvy audience who has already shown they prefer watching video online. Increase the time users spend on your site by adding video to your sites homepage or landing page. You will be getting thousands of click throughs of people who like to watch video. So give them what they want, and show them some more video. What a great way for them to learn about your business!
Extra Link:
Graeme Newell from 602 Communications wrote a great article in TVBR.com on how NOT to do pre-roll and offers advice on how running pre-roll on a site like WCCO.com can provide results. http://www.rbr.com/features/ideas-working-now/11662.html
