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Sizmeks study: All videos should include some direct response component
Manuela Walfenzao| 11 de mayo de 2016
El balance es la clave para los anuncios en video
Sizmek, the open ad platform, released its study 2016 Game-Changing Best Practices for Video Advertising. The research summarizes its findings in a guide to develop high engagement video ads. With recent reports of increase in video ads spending and use for digital media, Sizmek’s study looks at topics from codification, calls to action to mobiles videos. Among the most relevant recommendations is choosing the right ad type. “Each video format has certain functionality and strengths. Generally, 15 or 30 second video creative are the recommended lengths. Use more than 60 seconds only when publisher availability is known.” “To get the most out of the basic interactive nature of digital ads, Sizmek recommends that all videos, even branding-centric ones, should include some direct response component, such as an invitation to click, scan a QR code, and so on. Since its not intuitive for a user to click on a video, include overt calls-to-action (CTAs) in your video” says the study. Sizmek also highlights in its guide that balance is key. “Make sure image elements such as logos, consumers, and products are balanced, not crowded in the video. Clutter decreases brand awareness and recall. Make sure you validate visibility of these elements throughout the course of the video.”
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