09-21-2006, 04:26 PM
Video ads best practices
full article: http://adwords.blogspot.com/2006/07/vide...ctx=awblog&sourceid=awo&subid=us-et-awb-091306_1
full article: http://adwords.blogspot.com/2006/09/vide...-of-3.html
Quote:Q: What kind of content should be included in the video ad?
A: Again, make sure to keep the user's attention. Try to tell a story - and stay clear of the product-based infomercial. Use people - owners, customers and the like to tell their story with the product.
Q: Is there an ideal length for an ad?
A: Most ads will be watched for less than 30 seconds, so make sure that even if you make your ad longer than 30 seconds, that you front-load your important messages. Movie trailers or short films are obviously watched longer, but even they start to see a drop off at around 90 seconds.
full article: http://adwords.blogspot.com/2006/07/vide...ctx=awblog&sourceid=awo&subid=us-et-awb-091306_1
Quote:Second, you'll want to review these tips to ensure that the content of your video ad itself is as compelling as possible:
* Key Messages: Because users may not watch your entire video, make sure you deliver your key messages early in the video.
* Keep it Engaging: Video should be entertaining, informational, and relevant. Unlike TV advertising, you only have a captive audience if they choose to continue watching your ad. Whenever it appears on a site, your video ad will be your only communication with that sites users, so its important to be clear about what your business offers. And remember, your audience wont just respond to what you say, but how you say it.
* Short and Sweet: Although videos can be up to 2 minutes in length, weve found that users start dropping off significantly if ads are longer than 45 seconds.
* Make it Audible: Video ads allow you to use both sight and sound to communicate with your consumers so make sure that the voices and/or soundtracks you use complement your overall message. If you are using a soundtrack, the music should not drown out any voices.
* Call-to-Action: Make sure you communicate to your users what youd like for them to do visit your store or site, call a phone number, complete a purchase so theyll have clear next-steps once the videos completed.
full article: http://adwords.blogspot.com/2006/09/vide...-of-3.html