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How to Create Effective Video Advertisements

Currently, a reported fifty percent of mobile traffic stems from video viewership and the growth won’t be slowing any time soon. It’s not surprising, as YouTube is the second most used browser to Google. Also, in just the last 10 months, Nike increased its Instagram following from 4 to 12 million users with the use of engaging video campaigns.

For brands considering the introduction of video ads into their current marketing strategy, it helps to know that fifty-two percent of consumers agree that well-executed videos make them more confident in their purchasing decisions. Most companies struggle with where to start and how to differentiate between the best video ad format to achieve their sales goals. Below is an overview of common video formats and how to optimize each for maximum effect.

The three most common video advertisements are in-stream, click-to-play and TrueView.

- In-stream: these video advertisements play at the beginning or during another video program (e.g., commercial breaks during online tv streaming, before the start of music videos or other short clips). They’re mainly meant for branding purposes as they rarely convert given that consumers are forced to watch them but really just want to view the content they originally sought and won’t navigate away after viewing the ad.
- Click-to-play: these video ads are usually displayed in standalone format. Viewers are presented with a static image that has a call to action, compelling them to watch the video.
- TrueView: these video advertisements are YouTube’s most recent push to vary video advertisement capabilities. TrueView videos are less traditional video advertisements that show the full story behind a brand rather than showcasing their product or service.


While in-stream videos don’t have as high of conversion rates as other marketing formats, they nurture brand recognition through proper placement. For example, a laundry detergent company will pay to have commercials streamed during the commercial breaks of an online TV show that many of their target consumers watch. While the viewers are less than likely to stop streaming the show to go to the brand’s website and check out their household products, they may consider buying the item the next time they shop because they recognize the name and enjoyed the advertisement.

To optimize in-stream campaigns, brands should keep the ads short and to the point. Most consumers lose interest after thirty seconds so experts suggest communicating the most important information within the first ten seconds of play. Furthermore, knowing that these videos are branding tools, the call to action should entail something the viewer will actually consider after the campaign ends. In other words, the video might tell the consumer to visit their site or subscribe to their mailing list for coupons rather than asking them to shop right at that moment to collect on the offer.


Click-to-View videos are unique in that they are standalone so if they’re not introduced in an appealing manner, they won’t accumulate views. Also, unlike their in-stream counterparts, they display the call-to-action before the user even clicks play. Thus, video ads in this format must have a compelling CTA and use high-resolution imagery to make an effective first impression.

The content of click-to-view videos should entertain and educate viewers on a brand’s product or service. Furthermore, to increase their versatility, companies should develop multiple variations of the same ad, adjusting either the stream time, CTA and imagery used. When companies have several ads to choose from, they can place them on multiple sites that have different ad format requirements and reach a larger audience by appealing to varied demographics. In some cases, a non-commercial approach increases viewership as well. Rather than a call to action that says “Click Play Now” or “Click Play to Win”, a less sales-y approach such as “Click Play to Learn More” or even a captivating summary that explains the value of the clip with a simple “Watch Now” CTA. Some brands will find that less is more when trying to allure their audience.


TrueView emerged as YouTube’s answer to standing out in a market inundated with video ads. TrueView takes an unconventional approach to online advertising by expanding campaigns to not only encompass the products and services brand provides, but also making that brand come to life with clips that encapsulate the story behind a company and its personnel. TrueView can be used to create a series of documentaries relevant to an entity’s industry or even to tell the history of how a brand became so successful with a collection of short videos. The overall goal is to make the videos a real-life background that consumers can relate to. As a result, they no longer view the company as just the product or service they offer but they also see the whole picture and are more likely to be loyal based off familiarity.

Marketing experts expect that online video will account for one third of online advertising dollars within five years. Integrating and optimizing video ads now is the best way for brands to appease the millions of consumers seeking information in an appealing digital format. As always, the more entertaining and valuable the advertisement or clip, the more likely it is to be shared and reach a larger audience. With ninety-two percent of mobile video viewers share videos with their friends and family, video formats have the propensity for going viral, meaning an exponential increase in revenue for deserving brands.

5 Elements of an Effective Online Video

Successful online video marketing campaigns begin with quality videos. But quality videos require more than just clarity and exciting colors. In addition, video marketing tactics also focus on producing videos that are simple, of short duration, entertaining, informative and accessible to the various web-enabled devices by the target audience.

These qualities discussed below may not guarantee a viral video but they are commonly present in videos of successful internet marketing campaigns.

1. Simple Video Content

The video should be able to explain a complex message in a clear and direct way. Aside from an effective script, on-screen graphics and other props should be kept to a minimum. Without too much animations, loud music and lengthy dialogues, the viewer can focus on the video’s message.

2. Short Duration

There are differences of opinion on the optimum duration of an online video but it is generally accepted that it must be short. A typical online video should be about 2-5 minutes long. If the time frame is not enough to convey your message, try to create a series of videos. With effective calls to action, you will be able to entice the viewer to see the next videos in the series

3. Use Modern Production Techniques and Content

Modern production techniques means that the video quality should be at par if not better with those produced using the latest technology available. For example, if your audio is of poor quality, the viewer will not endure the whole presentation because there are many other videos with superior quality.

To effectively connect with the target audience, don’t use outdated content unless you are showing something historical or a flash back. You need to research what’s “in” with your target consumers that the wider online audiences could also relate with. Your story line should be believable and easy to understand.

4. Informative, Educational and Entertaining

Online viewers are consistently interested in videos that are informative, educational and entertaining. Most of the time, informative and educational videos are easier to produce than entertaining videos. There are so many procedures, guides and other informative content that can be presented on videos online. For example, academic tutorial videos and how-to videos on various crafts are among the popular videos online.

5. Produce Videos with Your Audience in Mind

The success or failure of your video marketing strategies depends largely on your audience. So, you will have to plan and produce your video with them in mind in terms of content, distribution and accessibility. Is the content presented in a way that they will appreciate? Where will you upload your video?

You have to consider too that a growing number of internet users are not using their desk top computers or laptops but their mobile devices. So, in designing your video consider the smaller screen and other features of their mobile devices.

Are Music Correspondence Courses Right For You?

The opportunities for music correspondence courses are vastly different today compared to a few years ago. Thanks to modern technology and the Internet, taking a music course by correspondence is now much more practical.

Imagine how hard it would be to learn how to play the piano or another instrument by simply reading a book. It’s true that people have successfully learned to play an instrument by reading a book. However, without the benefit of visual demonstrations, the process can be long and difficult. Today’s music correspondence courses contain visual demonstrations via video and live webcam instruction to accompany written textbook materials. This combination of learning materials greatly increases the student’s likelihood of success.

The type of correspondence course that you choose will probably depend on your goals. Examine your reasons for wanting to learn to play a particular instrument to determine where to start looking.

Do you want to:

* Receive nationally recognized certification? If so, you may want to look into colleges or accredited music schools such as Berklee School of Music in Boston or Eastman School of Music in Rochester New York. This is especially true if you hope to get a job in the music industry. Many employers want to see some type of formal education on your resume from a reputable school. Many of these offer correspondence courses that can help you meet your goals.

Sometimes you can complete an entire certificate program by correspondence. For other programs, you may need to do some live classroom work in addition to correspondence courses. Look for accredited music schools with a professional reputation in the industry. Most offer some type of distance education, either by correspondence or online. This can be an excellent alternative if moving somewhere else to get your musical education isn’t an option.

* Enrich your personal life? Maybe you always wanted to learn to play the piano as a child but never had the opportunity. Maybe you’ve been out of practice for several years and just want to brush up on your skills. If employment in the music industry isn’t necessarily your goal, then you’ll probably find what you need from a private instructor or company such as PlayPiano or perhaps ChordPiano, which you can easily locate online through any search engine.

Many online music schools offer programs for beginners or for honing old skills. They may combine written materials with DVD demonstrations, online video instruction or live instruction via webcam. Sometimes these types of correspondence courses are less expensive than those offered by colleges or music schools.

* Explore a new genre? Maybe you are a classically trained pianist who always wanted to learn how to play the blues. Perhaps you took lessons for a few years as a child, but never took theory and learned to understand chords. A correspondence course through a private instructor or company may be exactly what you need. Correspondence courses are available on specific topics and genres that may interest you. If you already know the basics, it won’t take long to build upon that knowledge and teach yourself something new.

Let your personal reasons guide your decision when choosing a music correspondence course. You’ll probably find that many music correspondence courses are very affordable. Plus, you can learn from the comfort of home with your own instrument. The list of advantages to taking a music correspondence course is practically endless.