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Tips for creating an online video advert

Video traffic to reach 80% of on line viewing

With increasing online traffic being pushed by video these days it’s not surprise that video adverts are proving to be an important part of a video marketing plan. Video is on target to make up 80% of on line traffic by 2019 – we’re already registering 61% so looks like the forecast will be accurate and maybe even under estimated.

The one line audience has a short attention span and wants to get their information, education,entertainment faster and smarter. However, not just any only video will do the trick – it’s vital that the content reflects the company image and sends the right key messages.

Here are just a few tips on how to make on line video adverts work more effectively?

Capture attention in the first few seconds of the video

People can scroll past a video advert. Try getting the message across clearly in the beginning of the video to keep people interested. Think about what would make your viewers not scroll past, what would capture their attention – an offer, a promise of something to gain or a really intriguing image to grab their attention?

Choose a descriptive thumbnail and avoid using title cards

Lead with a image that will catch a person’s eye and encourage them to watch the video. Logos or title cards may distract people and cause them to scroll past a video after a few seconds. On the other hand, sometimes a title card can be designed to give the key message and maybe Google will pick up the key words? We tend to do a mix of both depending on the end clients’ targets.

Use a video that works well with and without sound

This is really important. You need to keep people engaged even if your video is playing silently. Often people will view videos in open plan offices or on mobile devices and they won’t necessarily want the audio up so make sure your message is clear and supported with on screen graphics where appropriate. Consider a text doesn’t require sound at all.

Consider adding a call-to-action to video adverts

Use a call-to-action to invite people to visit the company’s Facebook page, YouTube where they can continue to watch additional videos or the company’s website where they can sign up for more information. A video without a call to action is a wasted opportunity – unless you’re a big brand and really just looking for brand profile, most businesses want their viewers to make contact, so make it easy for your potential customers to find you.

If you'd like to discuss your ideas further we'd be delighted to help you work out the best style and content for your message;  and if you want to go to the next stage of producing a TV commercial, then we're approved providers to Sky's ADSMART platform and will gladly talk you through the benefits of TV advertising for small businesses.

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