The fast and the furious

With home broadband access at an all time high of 89% of the online population, the sounds of bleeps, whirs and gargles from your dial-up seem a long and distant memory. As faster speeds become the norm the improved quality of our online experience appears to have crept in under the radar.

Our expectation from most websites and advertising is that content will not only be engaging but delivered immediately. This may go some way to explain the recent popularity in video based communication, which is now both immediately engaging and instantly accessible.

The explosion in online video popularity has arrived hand-in-hand with an increase in the possibilities for online video advertising to accompany it. This guide offers an overview of all current possibilities for advertisers and an insight into the future.

Engaging with consumers

Video online is fast becoming one of the most attractive formats for engaging with the consumer, largely due to four factors:

1. Video is popular
Firstly, we know video is popular, even if we were to just cite the massive phenomenon that is YouTube. Delve deeper and it is now a rarity to visit a site without some form of video; it has even become common for users to regularly update their blogs with video content. Dedicated search tabs for videos are now common place on search engines like Yahoo, Google and Ask. Free photo/video management shareware such as Picasa and online software like Jumpcut offer more user control by putting the user in the editing seat.

2. Online video quality is increasing
Secondly, with broadband speeds increasing, the quality of the video and its content is constantly being improved. Whether it’s the full-screen broadcast, high definition quality video delivered by Vividas or the in-text video that plays the second you roll over a link from Vibrant Media, the ability to deliver amazing content is available NOW.

3. Targeted ads on relevant content
Thirdly, consumers and advertisers alike are fully aware of the potential a great piece of video can deliver. Consumers are able to play whatever video they wish at any time. Advertisers can then target specific video content with contextual advertising ensuring consumers only see messages that are relevant to the content that they are currently engaged with. This goes a long way to answering the short fallings of placing an ad on TV.

4. Consumer interaction
Finally, the major benefit of online video compared to other methods of delivering video is consumer interaction. This covers the ability to track and measure all aspects of the video being viewed, to providing interactivity within the video itself. ...

Video is an emerging format and we anticipate its impact and influence will continue to grow. The following pages outline the best of online video advertising available now.

Kieron Matthews
Head of Marketing
Internet Advertising Bureau

Download Video Marketing Handbook

PDF format, 5.1MB, 56Pages.

Internet Marketing Handbook Series.
Published by Internet Advertising Bureau.

Contents:
1 Video advertising
- In format
- In delivery
2 In-stream
- Pre and post roll
- Video on demand and live video
3 In-text video advertising
4 Product placement in video
5 Advertiser funded video
6 Direct video (in email)
7 Video in social networks (UGC and Viral)
8 Video on mobile
9 Video production
10 The future of video
11 Conclusion
12 Glossary and delivery format information
13 Key players, contact details and
acknowledgements

Visit Internet Advertising Bureau Official Website

ABOUT THE IAB:

The Internet Advertising Bureau (IAB) is the trade association for online advertising. With over 380 members, it's run for the leading media owners and agencies in the UK internet industry. Online is an exciting and fast-growing medium and our job at the IAB is to work with members to ensure marketers can identify the best role for online, helping them engage their customers and build their brands.

Through the dissemination of research and the organisation of regular events, we aim to put online on the agenda of every marketer in the UK, acting as an authoritative and objective source for all internet advertising issues whilst promoting industry-wide best practice.

GLOSSARY:

Ad serving - a technology that places video and banner advertising onto websites and other digital media. Ad servers set the number of times that a digital ad is shown as well as choosing which ad to show. Targets for ad servers are based on behavioural or contextual targeting or creative optimisation.

BARB – Broadcasters Audience Research Board is responsible for the measurement of TV viewing.

Caching - a temporary storage facility for content that is frequently accessed. Caching is used to reduce the quantity of data transferred over the internet when transmitting to a large number of concurrent viewers.

Compression - a collective term for a technique used to reduce the amount of data needed for a video.

Downloading – the technology that allows users to store video content on their computer for viewing at a later date. Downloading an entire piece of media makes it more susceptible to illegal duplication.

DRM - Digital Rights Management is a set of technologies used by publishers and media owners to control access to their digital content. Access can be limited to the number of times a piece of content is accessed from a single machine or user account; the number of times access permissions can be passed on; or the lifespan of a piece of content. Encoding - the conversion of an analogue signal to a digital format.

EPG - an Electronic Programme Guide is the electronic version of a television schedule showing programme times and content on the television screen or monitor. In the case of VOD, an EPG displays the content of all of the services available to a subscriber.

Hot spotting – the ability to add hyperlinks to objects in a video that enable viewers to tag a product or service. Hot spotting can be used as a direct response mechanic in internet video.

IPA - Institute of Practitioners in Advertising is the trade body representing advertising agencies in the UK.

MPEG - Moving Pictures Experts Group is a group of video and audio encoding standards.

NVOD – Near Video On Demand service is the delivery of film and television programming from a server via a cable network or the internet. Like VOD these services are nonlinear and navigated via an EPG. Programming must be downloaded and the majority of existing services require the same amount of time to download as the duration of the selected programme.

OB - Outside Broadcast Unit, known as a “production truck”. In the US an OB unit is a truck containing a mobile TV production studio.

Online HD - the delivery of High Definition streamed video media. This typically conforms to 720p standards where 720 represents 720 lines of vertical resolution and p stands for progressive scan.

PPV – Pay Per View is an ecommerce model that allows media owners to grant consumers access to their programming in return for payment. Micro payments may be used for shorter programming whist feature films may attract larger sums.

PVR - Personal Video Recorder is a hard disc based digital video recorder most use MPEG technology and enables viewers to pause and rewind live TV. PVR’s also interact with EPG’s to automatically record favourite programmes and have lead to an increase in the number of consumers watching “Time Sifted” TV and skipping advertising breaks.

Universal player - is a platform agnostic media player that will allow video and audio to be played on any hardware / software configuration from a single source file.

SDI – Serial Digital Interface is a dedicated digital video interface used to carry broadcast quality video content.

Simulcast - watching an existing TV service over the internet at the same time as normal transmission.

Streaming - is the term used to show video over the internet for viewing VOD services. Streaming is more secure than downloading because nothing is left on the client machine.

VOD - Video On Demand allows users to watch what they want, when they want. This can be either ‘pay per view’ or a free service usually funded by advertising.

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