VideoAdStore.com – What Makes a Good Online Video Ad?

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What Makes a Good Online Video Ad?
August 1, 2008

In a digital world where we see galactic chain reactions to online videos where world-famous soccer stars hit the crossbar over and over again (Nike) and grizzly bears throw kung-fu kicks over a fish (John West), how can you develop an online video ad idea that will draw people’s attention? And, even more, tickle these people to tell their friends or social network buddies about it?

Identifying that one genius idea that will make people spend time forwarding funny birthday wishes (for example) as well as bring attention to your brand is not easy. But it is not impossible either. Here at VideoAdStore.com we usually say that it starts with who we are as people (or, rather, who YOU are as a person).

What do we mean by this? When developing an idea, we think you should pursue the proposal that you instinctively feel you’d want to forward to all your friends, tell your ex-girlfriend about or find yourself singing in the shower to. It may not be the most surprising, or even the most controversial (a frequent misconception about online video advertising), but it will be the one that you feel has a certain “power” over you. We believe that if you feel “it”, then there is a good chance your customers will feel “it” too.

Apart from this instinctual approach, we also recommend going over the following questions as you navigate your way through development.

“Is it you?” By this, we mean that your online video ad should immediately communicate the personality of your brand. Because audiences do not have a lot of patience, it’s good to establish right away that this is your online video ad, by making your brand components immediately present both visually and audibly.

“Does it have an edge?” Your online video ad does not have to show someone spraying graffiti on Air Force One (Google that video ad if you need to) to have an edge. While it is true that controversy is a popular inspiration for many advertisers, your ad does not have to shock. Instead, think about the element of surprise. Breaking a new boundary in terms of look, feel, language, story, music, design or point of view, can be more memorable in the long run.

“How will it ignite your audience?” Because the digital medium is all about interaction, it is a good idea to make sure the heart of your online video ad not only has something to say to your audience, but also something to make them FEEL. Whether you are asking them a question, encouraging them to act or vote, or making a statement that you know will arouse feelings and opinions, igniting your audience is key to making them hit the forward button.

“What is the emotional core?” An online video ad can funny, dramatic or scary (whatever you choose of course). Whatever route is best for you and your brand, you should focus on that emotional core and go all the way to ensure the best quality and outcome.

As you work your way towards the ultimate online video ad, the one that will break new records or make your grandmother sign up for high-speed broadband, remember that at the core of this ad is an idea. An idea that is about more than promoting your business, driving traffic to your website or selling your products – an idea that is all about touching people’s imagination and inspiring personal expression.

See you soon!

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