The video advertising world is evolving, as new technology and innovation come to life – changing the temperature of the market as we know it.

As we move away from 2016 and into a new year, ripe with potential, the rise of social media and online video has led to a shift in focus away from TV—and straight to YouTube. In this race of digital innovation, where everyone strives to lead the pack, organizations around the globe are staying vigilant in order to jump on the latest and greatest ways to get their message across.

If there is anything to be observed for the future of video advertising, it’s the glaring fact that media companies will need to step up their ‘user experience’ game in today’s content-hungry, digital-first world. Below, we take a look at some of the most difficult hurdles hampering the video advertising industry, along with ways to optimize the user experience to drive a revenue-filled 2017.

‘Intrusive’ is not okay
Most online users agree: video advertising is only getting more obnoxious and intrusive.  Pop-ups interrupt the browsing experience at every turn. Blaring and unexpected autoplay videos jolt you from your seat. And let’s not forget about scrolling past a dozen ads and accidentally clicking on one of them, just to read the daily news. To make matters worse, intrusive ads and the technology behind them are also responsible for bogging down data plans and zapping battery life.

Mobile format mayhem
Mobile devices—smartphones in particular—are not the easiest screens to monetize. Ads dominate smaller screens, and many ads are not formatted correctly because of out-of-date technical language. Even worse? Recent research suggests that about 50% of clicks on mobile ads are totally accidental. 

Irrelevant ad content
There is a huge discrepancy in providing ad content that meet the needs of readers, as well as advertisers. Many web users are willing to put up with the ads to get the content they want or to find and buy the merchandise they are seeking, but first these ads must be relevant enough to serve a purpose beyond just stoking frustration.

Innovation is everything
Companies like Celtra are taking risks to innovate and enable creativity through technology and data – paving the way to smarter advertising by introducing innovative formats that shift the video ad experience from ‘annoying’ to ‘impactful.’ As their beta partner, Theorem has worked alongside Celtra as they’ve reimagined new standards of best practices, without the intrusions. Their outstream video ad formats integrate content to deliver a premium user experience that offers faster loading times, responsive design and animation, and high quality playback for retina display.

In the case of videos, ‘less’ is more
Video length is less important than telling a cohesive and concise story. Your video ad shouldn’t be longer or shorter than it takes to tell your story well, so create a storytelling arc from the first frame to the last that keeps your audience interested along the way. Rather than force viewers to watch a 30-second video that eats away at your data, strike a compromise for 8-15 seconds instead.

Monitor emotions – not eyeballs
Brand stories can more effectively reach today’s audiences when they are crafted within a exemplary user experience. Because of this, it has become essential that ad creatives, brand marketers, publishers and technologists join forces to engage consumers with compelling and out-of-the-box storytelling.

Know your audience
The user experience is greatly enhanced with ad content that is relevant to viewers’ interests. You’ll likely get better results if you customize your ad’s message for the people who see it. Consider creating unique videos (or different versions of the same video) for different audience segments.

Theorem Future Perspectives

  • The goal of maximizing ad revenue must be carefully balanced with providing the best user experience possible.
  • People are more likely to pay attention to videos that are well-crafted, short and sweet, and designed to play across every device.
  • The video advertising industry must focus on strategies to mitigate and improve the user experience, but first it starts with a push to improve efforts at standardization and collaboration.
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Posted by Kara Degeorgis

After successfully working as a freelance digital artist for several major publishers and brands, Kara’s passion for art and technology led her to a career in the digital advertising space with Theorem. Since 2014, Kara has played a key role on the creative team, building out Theorem’s brand communications and creative service offerings with award-winning design work. Her current responsibilities include guiding clients through the intricacies of successful ad design and development from innovative ideation through execution. In parallel, Kara’s working towards a Master’s Degree in Strategic Design and Management at Parsons School of Design in NYC.

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