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What is Online Video Advertising? - Definition & Trends

Instructor: Beth Hendricks

Beth holds a master's degree in integrated marketing communications, and has worked in journalism and marketing throughout her career.

Online video advertising today and in the future is a more engaging, interactive marketing experience. In this lesson, you'll learn the basics of online video advertising and what savvy marketers are doing in this medium.

Online Video Advertising Explained

Trevor logs on to his local newspaper's website and is greeted by a clip of a commercial from a local car dealer. He navigates over to his favorite social media site and starts watching a funny cat video when, mid-way through, an advertisement for a new fast-food item pops up. Later, he seeks out a tutorial on how to apply a new screen protector to his phone when the website he's on is taken over by a full-screen video featuring the newest smartphone on the market.

What's up with all this online video content?

Regardless of where it appears on an internet-enabled device, from Facebook to websites to in the midst of your favorite mobile application or game, online video advertising is simply an advertisement for a product or service featured in a video format. In traditional advertising, you might equate it most closely to a marketing message you'd see on television, but in today's mobile-centric world, it appears in a short, web-based video sequence.

Types of Video Ads

There are a few general types of online video ads:

  • In-stream videos pop up before, during, or after you view other video content online.
  • Out-stream videos show up randomly placed on regular websites like blogs or news pages.
  • Interactive videos appear in a full-screen format and appear to take over your device screen.
  • Webpage videos give viewers additional information about a product, service, or page content.
  • In-game videos show up while a user is using a mobile application or playing a mobile game.

Top Trends in Online Video Advertising

The role of online video advertising is only going to grow in the years ahead, simply because it is an effective format for drawing the attention of viewers and engaging them in your message. Here are some trends to be on the lookout for.

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