Video Ads Will Be A Big Player for 2016 Internet Marketing
2016 looks to be a great year for online marketing. Advances in mobile technology, smartphones, tablets and in hot-spot retail locations will be a big factor on how retailers get their message out to their customers about what to buy and when to buy it.
Video ads will start dominating this year:
Video ads are certainly nothing new, with social channels like YouTube dedicated to hosting billions of videos and advertising platforms like Facebook and Bing already offering advertisers video options. 2016 is set to be different because Google is finally getting on board with in-SERP video advertising. It’s a sign that users are becoming more accepting of video ads online, and as that trend continues, expect to see more types of video ads popping up in more unexpected places. With Google’s ownership of YouTube, the possibilities are virtually limitless.
Are Video Ads Coming To Google Search Results?
When it comes to online advertising, Google has been a flagship platform. Its innovations have helped shape the online marketing industry and its analytic platforms have set a standard for search engines, social media channels, and other advertising platforms around the web. Because of this, whenever Google announces a new development for AdWords, marketers can’t help but get excited.
The only issue is that Google isn’t always prompt or clear with its releases. Instead, it chooses to test potential new features gradually, carefully measuring their impact before releasing them to a wider public. A handful of avid Google watchers recently discovered one of these tests, and it could mean the spark of a major shift that many of us have anticipated for years.
Embedded Videos in Search
The idea is simple: include video-based advertisements in search, rather than the text-based ads (and occasional images) that we’ve all come to know so well. This functionality could allow videos to emerge as thumbnails, which could then be expanded upon when clicked, or could introduce auto-played videos, though it remains to be seen how the public might react to such a sudden change.
As usual with these kinds of tests, Google isn’t answering any questions or giving any hints about its future plans for the functionality.
Is Google Late to the Party?
Despite its reputation for leading the charge with new innovations, a quick look around the web suggests that Google may be the follower in this regard. Back in August, reports began to emerge that Bing and Yahoo, Google’s two closest competitors in the search world, were already testing video ads in their search results. And of course, platforms like Twitter and Facebook Face Book have been experimenting with auto-played videos and video advertisements for years. GIFs and Vines play automatically for users as they scroll down their Twitter newsfeeds, and practically any embedded videos on Facebook automatically plays as well (though there are plenty of users who detest this functionality). If you look at the picture strictly in terms of who introduced the idea first, Google is late to the party.
Still, the fact that Google is incorporating video ads into its search results means that user acceptance of such an advertising medium would greatly increase, and more video ads might appear in a wider variety of mediums as a result. In this way, Google isn’t starting a trend, but instead is reinforcing—and possibly legitimizing—a trend that has already accumulated momentum.
Excerpts for this blog were taken from a post from Jayson DeMers, a contributor for Forbes.com