Video Display Advertising - Now and Next | Yellow Digital

Banners, we can’t live with them, and we can’t live without them.

by Matt Garbutt

Banners, we can’t live with them, and we can’t live without them. They’ve been around since the beginning of the internet, they’re often seen as internet clutter, and now people are trying to block them.

Ad-blocking makes life a bit tricky for publishers, whose high quality content is desired by users and paid for by advertising. And the backlash is in effect, with some publishers politely asking users to turn their ad blockers off in order to access the best of their content, and some even blocking ad-blocking software with their own code.

But there’s another way, made possible by the timely end of Flash (at least as an ad delivery means) and the rise of HTML5.

With the combination of HTML5, video and programmatic we now have the means to deliver highly relevant advertising to people that stands a much higher chance of gaining a click. Video has long been known to be more emotively engaging than stills and animation, and its time has come.

And in advertising, we’ve always known that it’s not necessarily about the number of impressions you make, but more about the relevance of your communication to the viewer. We know that people are happy to be advertised to if the product or service is something they’re interested in. So with programmatic and video we can get better engagement for less media spend relative to years gone by.

Another factor is that with HTML5, cross device deliverability has improved by around 50%, and video loads much faster now, due to better broadband and mobile data rates.

With 2016 being the year that spend on banner ads in the US outstrips SEO for the first time, and the rise of video, maybe the humble banner ad will finally start to get a better rep.

We’ve been making video ads at Yellow Digital for a while now, expandable and standard sizes, and the results that we’ve seen (particularly from a piece of work that we did with GHD at Christmas 2015) have been impressive. The programmatic media buys have of course helped, a smaller reach delivering a proportionately higher punching CTR.

So, what’s beyond video in banners? Personalisation will be key, and combined with programmatic, we’ll be able to overlay advertising with more highly personalised messaging, delivered in increasingly aesthetically pleasing ways, to make advertising more appealing to an increasingly fragmented and segmented market.

We have found that partnerships and specialisms are key to delivering the sort of engaging ad content that works better these days. So we're partnered up with Greenlight Digital in producing work for their clients, as well as our own. As a forward thinking digital media agency, their partnership gives us access to highly talented people working at the sharp end of now and next.

Further to that, our experience with our sister agency (Prescription) in social ad content gives us both sides of the coin. Brands who are prepared to be brave and have fun with their communication style can win over a younger generation to which advertising has become almost completely irrelevant. Recently, that partnership has created video content for Converse and Homebase, plus photographic work for Starbucks. All of this work (which was less DR and more brand focussed) proved highly engaging and shareable with its viewers, across Instagram, Facebook and Twitter.

So with the mix of Yellow Digital, Greenlight Digital and Prescription, we have all sides covered; strategy and planning, creative, production, technical development, deployment and reporting.

Here are some thoughts from industry leaders on the future of display advertising:

“Display is certainly not dead, It is just changing its delivery mechanism based on consumption, environment and targeting based on the use of more data”. And increases in video are absolutely at the forefront."

Michael Lampert, senior vice president of New York Media and Account Management for 360i.

“What we’re seeing is advertisers infusing traditional banner ad placements with more utility for the user, and that is where video and display can certainly work together to create a more relevant user experience.”

David Miller, vice president of product management at AOL

“We’re seeing the convergence of display and video with HTML5 taking over as the main standard that everyone will be using in the future.”

Mihael Mikek, founder and chief executive of Celtra

If you’re interested in video based advertising, we’d love to hear from you. Drop us an email or give us a call on 0207 042 7711

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