Tips on Creating an Effective Video Ad

Inspire viewers to act with a clear call-to-action. Effective video ads don't just educate and entertain, but also inspire the viewer to act. If your campaign's goal is not just about branding, make sure you communicate to your users what you'd like them to do - such as visit your store or site, call a phone number, complete a purchase - so they'll have a clear direction once the video is completed. Informing the user that they can learn more by clicking 'play' usually increases play rates.

Use a non-commercial feel. Avoid using standard banner ads as the opening image. We've found that an opening image that doesn't look like an actual advertisement can generate greater interest. Such 'non-commercial' images make users feel like there's more to learn by clicking the 'play' button and viewing your video.

Make it visually appealing. Avoid cramming text into your opening image -- crowded and complicated messages can be unattractive to users. Simple and clear messages stand out. If your opening image is compelling enough to interest users, then your video can provide more specific details not included in your opening image. The key is to arouse people's curiosity and make them wonder about what the video is about.

Keep viewers' attention with 30-second videos. Although videos can be up to 2 minutes in length, we've found that users start dropping off significantly if ads are longer than 45 seconds. We recommend keeping your video to around 30 seconds, and delivering your key message within the first ten seconds, as users may not watch the entire video.

Engage viewers with an interesting, educational storyline. Video content should be entertaining, informational, and relevant to what your business offers. Unlike TV advertising, you only have a captive audience if they choose to continue watching your ad, and viewers can drop off at any time. Users are more likely to view most of the content if the video has an entertaining storyline and if they are able to learn about your product's features through the video.

Give voice to your message. Video ads allow you to use both sight and sound to communicate with your consumers, so make sure that the voices and sound tracks you use complement your overall message. If you're using a soundtrack, the music should not drown out any voices.

Don't over-promise and under-deliver. Make sure the quality of your opening image is consistent with the quality of your video. Don't make a bad impressions on your audience by showing an interesting image to entice people to play the video but then provide disappointing video content.