Clear your confusion about Click-to-play in Video Advertising
Do you ever visit a website to fetch some valuable information on an urgent basis and out of nowhere a video starts playing? It is annoying as it is the instant method of getting embarrassed especially when you are in an office or a quieter place. This is definitely not the ideal form of video advertising.
Video ads are impactful when relevant information is provided at a relevant time. Which is why we have ‘Click-to-play’.
Okay, so what is Click-to-play. Just go in the flashback and remember all your non-embarrassing moments when you visited a website? Well, that’s because Click-to-play had your back.
Yes, this amazing feature requires the viewers to click on the content that has a plugin like Flash, Java, Silverlight etc. This means that the viewers have the power to click on the kind of content they want to. The video ads that requires Flash, Silverlight, Java won’t play on its own sweet wish unless the viewers click on it.
Sounds amazing right? Wait probably what’s going through your mind right now is, ‘But what about video ads?’ Well, there’s a good news for you! Video advertising through click-to-play actually benefits the brand. Want to know how? Read further to find out!
Perks of video advertising through Click-to-play or why autoplay sucks!
-
Sending out Quality Content
Every brand strives to create an impression on the consumers. Do you ever talk about a humorous or visually stunning ad? That is because the advertisers focused on the quality of the content.
Opt-in(a format of click-to-play) is already used by leading publishers that helps in providing quality content without bombarding viewers with video advertising. For eg., Pinterest displays GIF that can only be viewed when viewers click on it.
-
Consumers Dislike Autoplay
Going to a store and being asked to buy every unnecessary item again and again? That’s autoplay! The viewer would not just be irritated but would also develop hate towards it.
Click-to-play is useful, as it reaches out to the viewers who are actually interested in that product or brand. Want to leave a positive impact on the audience? Go for video ads that offer click-to-play.
-
No brand recall or Brand Awareness
Imagine watching an intense movie with a lovely message without any sound? Useless right? Video advertising is beneficial only when visual and sound are presented perfectly.
Google did a research in 2017 where it stated that videos without audio had 1.4 times less brand recall and 1.6 times less brand awareness than the videos that had an audio. (Fact)
Completion rates are the main goal when it comes to video advertising. But how a brand will conversate with the viewers without sound. The content of such video ads is less compelling and less engaging.
-
Autoplay yields low viewability rate
Autoplay is more like playing a video in your face. It is not appreciated as it appears to be forced. A study by Nielson Norman Group found that the most disliked form of advertising is autoplay. (Fact)
This, in turn, yields low viewability rate as viewers usually scroll through Facebook, Twitter, and other social media sites without even glancing at the video once. So much disinterest especially because of autoplay is never going to benefit the video ads released by various brands.
-
Enhance the visitor’s experience
Whether the viewer is hunting the web for information or watching a favourite show, forced video ads are never appreciated. Such ads are considered more as an interruption rather than interesting.
Video ads that have click-to-play, gives the viewer, the power to control the content that they watch online.
Such a considerate approach is highly effective. Amidst the busy lives of the consumers don’t shove their faces with video ads, instead provide them with relevant content.
Video advertising is a crucial method to inform your audience that,’Hey, we exist and here’s a creative reason why you should connect with us!’
But if the video ads produced with an intention to knock the digital doors of the audience and create interruptions in their virtual world, then you are probably not their favourite.
Advertisers search for innovation and new trends that interest the consumers the most. As click-to-play puts the audience in control, it becomes the most preferred method for video advertising.
Video advertising is a crucial method to inform your audience that,’Hey, we exist and here’s a creative reason why you should connect with us!’
But if the video ads produced with an intention to knock the digital doors of the audience and create interruptions in their virtual world, then you are probably not their favorite.
To know more about Click-to-play video marketing visit our website ‘Namesake’ and get in touch with us here at Services