Are your clients hesitating to invest in digital video? It’s a fast growing format. But digital video also has some drawbacks. The Washington Post recently announced some changes to its digital video advertising offerings that might become popular with marketers. Their strategy might work for your company, too.
If you’re a traditional print media company, you’re likely trying out new ad formats to appeal to your clients without alienating your readers and viewers. After all, more consumers are looking at digital media these days. And if they come to your site, expecting to get a quick take on an important local story, the last thing they want is to encounter a tech-related problem that slows them down. Slow-loading video ads that take over the browser or freeze the page can result in visitors quickly clicking away to another site. Some advertisers are already skeptical about how many digital ads consumers are actually seeing, and scenarios like this can make them hesitate to purchase ads on a media company's site.
The Washington Post developed a piece of proprietary technology called FlexPlay. Using this technology, the media company can ensure that the first 10 seconds of a marketer’s message loads quickly on its site. The Washington Post can take one file from the marketer, condense or convert it with FlexPlay and improve the viewing experience whether a consumer sees the ads on a desktop computer or a mobile device. The company also notes that users can instantly interact with the ad. The all-important social sharing can take place easily and thus ensures delivery to a broader audience.
Has your media company looked into improving the delivery of digital video ads on your site? Explore the Washington Post development with your managers and discuss how this kind of change can bring more ad revenue to your company and to you.