Video advertising placement and optimization!

Nowadays, video ads are no longer exclusive to video apps, and are no longer limited to video patch ads. Other types of apps have also begun to try to develop rich video formats based on diverse brand appeals and platform characteristics, in order to explore new incremental entry points and expand their own monetization advantages and benefits.

So, what are the new forms of video advertising? How to choose between different APPs? How to optimize various video advertising formats? Below, the editor will make a comprehensive analysis.

Splash screen video ads

Outstanding advantages:

1) Stronger eye-catching ability

Splash screen ads in the form of images and text have always been favored by advertisers because of their large display area and ability to attract users' attention in the first place. In comparison, the splash screen ads that are upgraded from static images to dynamic videos can give users a more three-dimensional, more exciting, and more entertaining advertising experience, thereby enhancing the ad's eye-catchingness and brand memorability. At the same time, they can also bring more efficient delivery effects to advertisers, and ultimately improve the media's monetization advantages and benefits, achieving a win-win situation for users, advertisers, and media.

2) Better monetization effect

According to Meisu’s advertising monetization experience and service cases, the average click-through rate of splash screen text and image ads can reach 3%-8%; and the click-through rate of splash screen video ads can be increased by 20%-50% or even higher compared to text and image formats.

Adaptability:

Most apps are suitable for embedding splash screen video ads.

Implantation/Optimization Suggestions:

• The duration should be 5 seconds, preferably no longer than 15 seconds;
• It is best to display the advertisement in full vertical screen to enhance the visual impact of the advertisement;
• Choose ads that match the tone of the app, preferably for brand promotion, new product launches, event promotion, etc.
• Seamlessly embed APP LOGO, countdown, skip and other graphics to make them highly integrated with video ads, while ensuring clear visibility and avoiding delays;
• Consider supporting audio playback of advertisements. However, it is recommended that the audio function can be turned on or off according to user habits, so as to meet the brand's deep-level advertising demands while giving users the best advertising experience and comfort.

In-feed video ads

Outstanding advantages:

1) More native user experience

Not only are information-stream video ads not as "expensive" as video patch ads, they can also be quietly integrated into consumers' browsing of content, making user acceptance higher and brand placement more effective.

2) More efficient communication effect

Compared with text and image information streams, video information stream ads can carry richer and more substantial brand content, thereby better conveying brand messages and communicating with users more efficiently.

3) Better monetization effect

According to Meishu’s monetization experience, the click-through rate of text and picture information flow ads can usually reach 1%-3%; while the click-through rate of video information flow ads can reach an average of 2%-4%, or even higher. This will bring more monetization benefits and incremental space to traffic owners.

Adaptability:

All types of apps that are suitable for embedding information flow ads, such as video, social, information, audio, reading, educational tools, sports and fitness tools, etc., can consider supporting information flow ads in video format in addition to text and image information flows.

Implantation/Optimization Suggestions:

• Intelligently recommend interest-based ads to audiences;
• It is best to support video pausing at any time;
• The page layout of advertising content/typography is coordinated and unified;
• Repeated testing to find the best implant entrance;
• Test the optimal video length: 5s? 15s? or longer;
• Allow users to choose to play (can be played automatically in WIFI environment);
• Provide creative production suggestions to advertisers based on data and experience, reduce the cold start time and trial and error costs of brand promotion, and improve media service capabilities and competitive advantages;
• It is recommended to support both horizontal and vertical versions, and whichever one has better effect should be given priority. At the same time, after clicking on the video ad, it is best to support full-screen vertical immersive display to make the ad more impactful;
• Innovative gameplay. For example, it can be launched in conjunction with the splash screen advertisement (refer to the “Show Headline Screen” advertisement of Toutiao in the figure below), making the advertisement more impressive and interesting while satisfying the advertiser’s demand for “integration of brand and effect”.

Interstitial video ads

Outstanding advantages:

1) More creative expression

The size of interstitial ads is second only to splash ads, so they have more room to display creativity. If you choose to embed interstitial ads in the form of videos, compared with graphic and text formats, they can display richer brand/product information, thereby better meeting the brand owner's needs for high-intensity exposure.

2) Better monetization effect

The average click-through rate of interstitial ads in the form of pictures and text is 0.5%-2%; while the click-through rate of interstitial ads in the form of videos can be increased by 30%-70% compared to pictures and text.

Adaptability:

Generally, when pausing (most common in video APP programs); when jumping or switching between pages (such as passing levels in game APPs, switching pages in tool APPs, etc.); when exiting the APP; when returning to the previous level, etc., it is suitable to embed interstitial video ads.

Implantation/Optimization Suggestions:

• The size of interstitial video ads should preferably be ≥ half of the mobile phone screen;
• Support DeepLink jump direct access and "close" settings;
• Test the optimal exposure frequency to avoid excessive display that disturbs users;
• Supports audio playback, and the sound switch is selected by the user;
• In terms of implantation scenarios, the principles of "just right" and "comfort" are followed;
• Choose an ad display method that matches the APP environment and content layout. For example, when a user holds the phone sideways to watch a TV series, horizontal interstitial ads will have a better exposure effect; when a user is watching short videos or browsing information, interstitial video ads may be displayed vertically, which is more in line with user habits and has a better eye-catching effect.

Focus Image Video Ads

Outstanding advantages:

1) Higher exposure effect

Focus image ads are usually displayed at the top of the homepage, and the ad area is relatively large, so it is easier to grab users' attention and increase ad exposure. At the same time, video-based focus image ads can carry richer and more vivid creative content through dynamic visual presentation scenes. At the same time, their eye-catchingness and presentation effects are more outstanding and prominent than those in picture form.

2) Better monetization effect

Usually, an APP will have an area (usually at the top of the homepage) for carousel display, which may be the APP's own high-quality content recommendations. At this time, integrating the focus image advertisement into it can not only minimize the interference to users, but also increase users' acceptance of advertisements. According to Meishu's monetization experience, focus image ads are another type of advertising style that is highly recognized and accepted by users, in addition to splash screen ads. In addition, its monetization effect is relatively impressive - the click-through rate of image and text ads basically remains above 1%; and the click-through rate of focus image ads in video form can be as high as 3%-5%.

Adaptability:

Generally, various types of apps, such as video, tools, music, audio, reading, travel, e-commerce, etc., can consider embedding focus image video ads in the carousel display area on the homepage, or other page entrances with huge traffic and great monetization value.

Implantation/Optimization Suggestions:

• Support DeepLink jump directly;
• Video ads should not be displayed for too long (preferably within 10 seconds);
• The "advertisement" mark is obvious to avoid confusion with the content and cause delays;
• It is best to insert ads in the first few slides, such as the second slide in the carousel, to ensure high visibility of the ads;
• The video ad content and tone should be perfectly integrated with other carousel content and transition seamlessly;
• Allow users to choose whether to play with sound (can play automatically in WIFI environment);
• Innovative gameplay. For example, by linking it with the splash screen ads (refer to the Tencent Video "Super Flash Screen OneShot" in the figure below), a more efficient brand exposure effect can be achieved through the combination of the splash screen + focus picture, the two largest traffic resource locations, while bringing greater monetization benefits to the APP.

More and more advertisers are beginning to realize the value of in-APP video ads and are constantly increasing their budgets to try video ads. Under such a trend, each APP should be at the forefront of the trend and launch a video advertising monetization plan that suits itself in order to gain more market share and quickly seize the blue ocean!

Author: SaaS Cloud Platform
Source: AdxData

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