Let’s all think for a moment about the commercials that have stuck in our heads, or left an impact on us. Maybe it is an ad that made you laugh during the Super Bowl, or maybe it was something that made you feel sad, like the dog shelter commercials with the Sarah McLachlan audio in the background. Whatever it was, something about it had sparked your interest and caught you onto the subject. This is exactly the reason as to why it is becoming more popular in the advertising world.

Typical commercials tend to be around 30 seconds long, as our attention may drift if it is any longer. However, the use of micro video ads has accomplished this same effect through a video about 20 seconds shorter. The purpose of micro video ads is to grab the attention of a viewer and leave a big impression. This is a great way to keep people engaged, without losing interest. As most of you are probably aware, this style of advertising is aimed towards Generation Z. This is because Generation Z is so used to the quick responsiveness and efficiency of the internet. Short videos will keep the horrible attention spans of Millennials interested.

Another strategy of video advertising involves grabbing the viewers attention without sound. While I am reading articles, there are advertisements that will pop up on the article. If I am in public without headphones (which happens to be the case most often), I am not going to watch the video unless the visuals catch my attention. It is important to make advertisements interesting without the audio aid, as not everyone is in an appropriate place where they can turn the volume up!

Yet another strategy is called outstream video. Have you ever read through an online article, and had a video play only when you scrolled near it? That is an outstream video. Its purpose is to autoplay only when the character can see it, basically forcing them to watch it. The concept seems to be annoying, but 77 percent of ad agencies across the world see outstream video ads as important to their clients going forward. It is a fairly new strategy of advertising, so the effect that this has on customers is not completely accurate. However, it is a great way to contribute to the video advertising world.

Over the past 5-10 years, I believe advertising companies have made their advertising videos shorter, with less information and more impact. An example of this would be the recent ad “Back-to-school essentials” posted by Sandy Hook Promise. This advertisement is a very powerful and disturbing video used to advertise for their website, which gives people ways to get involved in ending gun violence in schools. Nothing in the advertisement directly stated why people should join the movement, but the graphic content is what really motivates people to take action.

I believe our future in video advertising consists of virtual reality. This allows viewers to immerse themselves into a completely different world. Through virtual reality, companies can really delve deep into why people should buy their products or become a part of their organization. This will make the videos seem surreal, and will motivate the consumers to buy their product due to the impact of the VR.

Chandrasekar, Chaitanya. “How Digital Video Advertising Will Dominate the Next Decade.” Search Engine Journal, Search Engine Journal, 25 June 2018, http://www.searchenginejournal.com/digital-video-advertising-domination/256031/#close.

BIZBOXTV. “VIDEO Marketing, Advertising – Ad Ads Commercials – Facebook YouTube Twitter Instagram.” VIDEO Production | Advertising | Marketing | Calgary Edmonton Vancouver Victoria Nanaimo Toronto | Facebook, YouTube, Instagram, Twitter Video Ads | CANADA, 1 Mar. 2015, bizboxtv.com/video/marketing/page/4/.