video advertising

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Video ads
Currently, what “video advertising” is depends on who you ask, and this ambiguity has a negative effect on the entire ecosystem. Media pundits, reporters, and many companies, especially networks entrenched in display, claim video advertising is any digital ad that contains video, including in-banner and in-text ads. Others see video advertising as any type of advertisement in the video stream, regardless of format. Meanwhile, super influencer comScore releases rankings based only on in-stream ads that contain video, thus missing in-stream branded and interactive overlay ads entirely. This confusion helps absolutely no one.

For instance, Baljeet Singh, Senior Product Manager for YouTube agrees, saying, “Online video is certainly in need of more accountability when it comes to video metrics. We should work together to develop standards so that publishers and advertisers alike can maximize the benefits of online video advertising- and ultimately benefit the viewer by helping connect the right message to the right person at the right time.”

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:

Subsite - 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 site.

In-text video - allows video footage to be delivered when a user rolls over a double underlined word within editorial.
The major type of video advertisement that people are familiar with are the linear video ads, sometimes incorrectly called in-stream ads, which play in the video player before, during or after a piece of video content. All of the in-stream ads are played within the main video player where the actual content will be viewed.


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