How would you rate video ads in terms of effectiveness against other types of advertising?
We are working on a solution where people receive benefits for watching full-screen ads. How does the idea seem to potential clients and/or advertisers? We are able to offer a a highly targeted target group.
In my 22 years doing graphic art and web design, I offer this advice - if you are going to use any kind of video or audio on a web site, use something like YouTube for video or compressing an audio file (mp3 or something along those lines). This allows the site to download much faster. The video would be on YouTube, and all you would have to do is link to it. Compressing audio file sizes also helps the sound file download faster. And above all, give them the choice of whether they want to watch or listen to it. Quite a few people I know will be listening to their music while they are surfing the net, and then having a video or audio file come up automatically interferes with what they were listening to in the first place. My feeling on the whole thing is if people are really interested, they will look at the video and audio. And even if they are not interested in the video or audio, make sure your site's message reinforces the video or audio. That way, you have at least two chances to capture the visitor's attention.
Here's something else you might want to consider along the lines of what I just mentioned above - I've seen video and audio files show up on just about any page in a web site - the home page, any pages in the other main pages in a web site, or even in a blog. So there is no right or wrong answer as to where a video or audio file may appear. But remember what I'm saying above.
And finally, I'm seeing a disturbing trend where people are posting video files especially where it starts automatically, and you really have to work to stop it.
General human tendency is "we believe if we see it". Thats the majority mind thinks. If we go with that, then video, movies make more impact than other medium.
Content has to be perfect and ensure it leaves a positive impact and not a negative impact.
I think the video advertisements are more effective than other methods because a video can attract a person, and get the full attention of a viewer with the visual and sounds. But still the effectiveness depends on the creativity of the video and where you are going to publish in in (like the Country/ City).
I spent a lot of time looking into this by posting video ads and just the cover image-with-text version, both. I got fed up of marketeers pushing video as the new panacea. So I did proper side-by-side like-for-like comparisons using facebook paid ads. The results are neither clear nor obvious. While the outcomes were different, there was no obvious choice or winner. What people forget is that a click on a video is NOT a video view. One must make use of the analytics on videos which show the drop out rate with time through the video. You might get 20,000 people click on it, but if 19,000 drop out way before the end of your video, I suggest you are damaging your brand. The simple fact is that a really good graphic can perform much, much better than an average video.
I would rate video ads in terms of effectiveness against other types of advertising at about 8 out of 10 and here's why...I would have to agree with all the comments given but most especially to @WalterWise, @ValerieBittner and @MarkSchmidt.
Evidence of video consumption goes beyond the 1st Screen and is now consumed on other platforms, which gives it more reach and scope in it's application. Video as a format and the screen as a platform gives us autonomy over what the audience decide to see and when. The old adage "seeing is believing" has been behind the popularity of video and whilst the audience is clearly aware they are being (subliminally) invited to witness (sometimes for the first time) and engage with their eyes, they still feel the sense of control, therefore, to keep them engaged and invoke their "call to action" sensibility, it all comes down to the content and the context in which it is curated to that particular audience.
From my experience of using video to curate new audiences and convert viewers to buyers, it seems to have the power to effectively deliver (content as king) messages in (bite sizes) a short space of time than any other medium and can generate more ROI.
As for full screen ad's, I totally agree with @ErvinBolat. Your content and it's message will be lost in transmission..."I've seen users (and myself) get confused when they activate fullscreen mode accidentally. Users who mispress a key or function are already in a disorientated or misinformed state (else they wouldn't make the mistake to begin with), so adding to the confusion is just going to frustrate people." - http://ux.stackexchange.com/questions/13891/what-are-the-advantages-and-disadvantages-of-full-screen-mode
Though, I must also add that, full screen video ads are better and should be only primed for mobile devices.
I agree with Walter, with the right message, its a most effective form of advertising. Unfortunately, most small businesses hire production companies & do not do any marketing research. If your video doesn't drive traffic to your website, reach your target audience or explain what sets you apart fro your competition, its a waste of money. OH! and its gotta be under a minute. Think about the videos you have sat through, even the cutest cat video no one sounds more then a minute watching. You have to stir the viewer's emotions with in the first 15-40 seconds or you've lost them.
Video is just a medium the same as radio or TV, print or yellow pages.
For any of these medias to be effective you have to first connect with a hot button that is relevant and important to your target audience. This means you have to completely understand the problems and issues that brought your prospect to your ad in the first place..
Definitely not recommended for amateurs as you can waste a ton of money and a load of time getting this right.
Visual advertising is always the preferred medium. ..mixed demographic and more likely to penetrate desired audience.
Video gives the advertisor and customer the best overall insight to any product or service. It depends on how clear or cute the video shows the product or service. Keeping things clear and simple gives customers the best way to judge how it fits their life.
With all forms of marketing, if the message is right, almost any form of marketing will work. Get the message wrong, then it doesn't work.
Did I say it all starts with the right message to your target market?
Remember, if your target market does not need or want what you sell, no amount of marketing will work.