If you’re going to make money from your online video content, you’re going to need some advertising. And if you’re going to approach advertisers, you’d better speak the language. To help publishers connect with advertisers, Julian Zilberbrand, the digital director of the tech activation group for Starcom Mediavest, sat down for a red carpet interview at the recent Streaming Media West conference in Los Angeles, California.
In a nutshell, advertisers are looking for an audience to view their videos and a safe environment for their ads that will reflect well on the brand. They also want to know what sets the publisher apart, what makes that site unique.
Zilberbrand offered three rules for approaching an advertiser when you’re trying to sell ads on your content, First off, know how to differentiate yourself. Let advertisers see what they’ll get with your site that they won’t get anywhere else. Second, be honest. Say what you’re trying to do on your site and what approach you’re taking. And third, know who you’re talking to. Don’t come into an advertiser meeting unprepared: know what audience that brand is trying to reach and tell them how your site can help.
Most online video advertising activity is in pre-roll ads, said Zilberbrand, typically 30-second spots that play before the main video. While innovative new formats show up, Zilberbrand says they’re a challenge for advertisers to price. Advertisers want to make sure they’re getting value for their money, and that’s harder with untested formats. While some advertisers only want to build awareness with their videos, Zilberbrand is a fan of direct response ads, which ask the viewer to get involved and take some form of action. Ideally, he likes to see multiple sources of engagement.
One new format that he’s big on is called The Pool, and it was created by VivaKi after much user testing. The Pool presents three possible ads and asks viewers to choose the experience that they’d prefer. Viewers get an ad they’re interested in and advertisers get involved viewers. Publishers are able to charge a premium for the spot.
To view the entire interview, watch the video below.