IMF Business School · Masters in Marketing and Digital Communication Become a professional with the best school to study digital marketing in person or online Master in Strategy and Creative Brand Management – UPF-BSM, Learn to conceptualize a brand and define its creative and communication strategy. In the world of video advertising, new problems have appeared that brands have to face. The advertising that accompanies the videos we consume on the internet is one of the most valuable, one of the most sought after, and one of the ones that arouses the most enthusiasm among companies. The contents are seen in a more intense way Grenada Email List (after all, they are usually served on smaller screens, such as mobiles or tablets) and more concentrated, which ensures that they are seen and paid attention to, and are also served associated with elements that consumers want to see (more and more videos are being watched online). For the media, this format is one of the most expensive in advertising that they can sell. For brands, it is one of those that arouse the most interest. But, as in everything, the format is not bomb-proof and it is not without its problems.

Video ads are annoying, uninteresting, and many times longer than the actual video you want to watch, resulting in high frustration rates. In addition, video ads incorporate something that other types of online ads do not, and that makes things a little easier for consumers. Video ads on the Internet are usually accompanied by a button that, after a few seconds of playback, allows you to skip the advertising content. Consumers therefore do not have to go to the bottom and can directly skip those things that they do not like or are not interested in. If the ad failed to capture their attention in those first few seconds, they have lost them forever , For brands this creates a new point of tension and a new element of stress and makes them think even better about what they are going to do. How to get connected with the consumer who is eager to turn off that ad? How to prevent the Internet user from skipping the advertising and going directly to the content?

The beginning of the ad is like a ‘look what we are going to show you’ that will anticipate what comes next in a sweet way . The answer to all these questions could be in the movie trailers, which have found (or so it seems) the perfect formula to get the consumer to reach the end and see the entire content: they have created an advertisement of the ad that fixes the attention and it prevents the consumer from clicking before they have fully served what they want to serve. The formula has been detected by The Verge and examples can be found in practically the trailer of all the latest big hit Hollywood releases.

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