Portada: Do all websites accommodate video ads? Which are some of the more amenable Web sites for video advertising?
Cristina Martinez, Allied-Media Hispanic Marketing Strategist: Yes and no. While most well-known Hispanic websites have started offering video content to their visitors, not all websites necessarily offer video ads such as pre/post rolls or overlays because the demand for this type of advertising is still not great in the Hispanic market. In addition, while advertisers must pay for video ads, they can just as easily post videos on the sites that serve as ads but are free (will elaborate more on this below).
Little tidbit on why video content is more readily available: Online video technology and platforms are becoming available and more accessible to website owners and online media. For instance, online video hosting is offered by many of the major online video distribution websites like Youtube, Dailymotion, brightcove and others; therefore bandwidth issues are not raised to video content providers.
Portada: What can online video advertising achieve that other online advertising types can’t?
Martinez: The basic answer to this question is that Online Video Advertising engages the viewers through visual animations, sound/music, real actors and good storytelling as opposed to static ads or just a sequence of animated graphics.
However, there are, in fact, different forms of online video advertising that engage readers in different ways. The most common are the short videos that viewers see pre-roll or post-roll, we’ll call these “traditional video ads”. These “traditional video ads” are short videos that viewers see before or after the actual video that they desire to see.
The second types of video ads are less traditional but becoming more popular because they aren’t actually ads per say since they are free but they function as advertising. We can call these, “online video infomercials.” These “infomercials” are regular videos posted by organizations and businesses on their “channels” through available video distribution platforms such as YouTube, Google Videos and others to spread the word about their services and products. In these types of videos, the content is relevant to the intended target viewers, therefore the viewers become the ones seeking these videos for their funny/educational content instead of the advertisers seeking the viewers. These are ads that viewers want to see. This form of advertising is very effective and builds momentum because it allows viewers to share the videos through social networking websites like Facebook and other online book-marking websites.
In addition, placing these videos at various online platforms improves search engine organic listing through appropriate optimization of the video clips.
The effect is impressive results at a fraction of the cost.
Portada: What % of online Hispanic ad spend going toward video Ads?
Martinez: Although the popularity of this advertising method is gaining rapid speed, it is still considered relatively new to the Hispanic market.
Portada: Who produces these ads?
Martinez: Either the advertisers or by production companies. Many ad agencies have full production departments that can create the ad for the clients.
Portada: Are they usually adaptations of TV ads that the company has aired?
Martinez: The same commercial seen on TV could be posted online, many times that is done to generate buzz as we discussed earlier. Video ads could also be shorter adaptations of TV commercials or if the ad is in English on TV, the video ad could be made culturally relevant for the Hispanic viewers.
Portada: Which forms of video advertising are most common?
Martinez: Pre-roll (before the video), post-roll (after the video), video overlay (small box on the bottom of video screen), text links…