Today we’re publishing two reports exploring the current state of online video advertising, one focused on US and Canada and a second on Europe. This is a piece of research Forrester has conducted periodically over the past 5 years allowing us to map the growth of the medium as it has risen to become a major component of the marketing plans for many brands and this long term perspective has allowed us to identify both the good practices, and the bad habits that have taken root in the practice.
Amongst the positive elements are:
- Many publishers now take great care to ensure video content on their site is presented in an uncluttered fashion. This is allowing marketers who’ve bought in-stream ads access to consumers without having to compete against a barrage of banners on the same page.
- Publishers in the US are leading the way here in delivering ‘clean’ viewing experiences – The New York Times and USA Today are good examples of how to present video in way that benefits both advertisers and consumers.
- The adoption of interactive ad formats has also gathered pace, bringing new and engaging approaches to in-stream video ads and facilitating a break from a ‘TV-lite’ medium towards something with its own creative boundaries to play with.