Online video advertising is having a moment. Small and mid-size businesses are shifting their ad budgets away from paid search and static display ads and toward online video advertising, which is expected to grow an additional 38.9% this year, according to a recent report by Borrell Associates.
Hyperlocal technology is enabling businesses to go beyond the 30-second television spots most consumers are used to seeing, with personalized online videos ads that can be targeted by customer location and demographic to drive conversions and new acquisitions.
Here are five online video advertising platforms that businesses of all sizes can try.
1. Sightly: Localized online video ads for micro-targeted audiences
Sightly provides businesses with a way to create localized, programmatic video ads, which are personalized based on consumers’ “personas.” Using Sightly’s DIY toolset, businesses can generate short promotional videos that include maps, addresses, contact details, and offers. Sightly inserts local content into those videos. Ad campaigns are displayed on networks like YouTube and Google, and they’re always viewable on mobile devices. The company’s video ad serving platform, TargetView, provides users with the ability to select detailed viewer demographics and personas and run A/B testing. Although the company works primarily with small to mid-size businesses, it has plans to expand by working with brands and agencies, as well.
2. Eyeview: Online video advertising with location-based personalization
Eyeview is a personalized video advertising platform that combines television promotions with digital, location-based features. Retailers are able to generate personalized online videos using their existing television assets. Eyeview’s personalization efforts can be designed to promote local sales or local inventory (for larger retailers with multiple locations). Or, videos can be designed to match consumers to creatives, based on demographics and behaviors, with individualized video versions. Eyeview’s “vertical-focused solutions” are available for businesses in the automotive, CPG, retail, and travel industries.
3. Mixpo: Interactive, multi-screen video campaigns
A digital advertising technology company, Mixpo has a video ad product called mStream that brands can use to design responsive videos that can be deployed in any format, on virtually any device. Videos are published programmatically on the web, along with inside social networks like Facebook, Twitter, LinkedIn, and Pinterest, and they can be edited automatically depending on the viewer’s location, demographic, or even the time of day when the video is being watched. Interactive elements that businesses can add include coupons, maps, social sharing widgets, and localized offers, are embedded in video ads.
4. vADz: Trackable, transactional, searchable video ads
Businesses that want complete control over where their video ads appear can use vADz to create and place their online promotions. vADz provides businesses with tools to create online videos, complete with embedded content like coupons, maps, product information, and “click-to-purchase” options. Videos can be edited based on real-time viewing data, which means businesses are able to personalize their own videos or adjust coupon placements based on how many views are watching. Once a video has been created, the business has 100% control over where it’s placed. This ensures that a merchant’s videos aren’t being placed next to any unsavory content on the web.
5. Idomoo: Videos blended with advanced personalization elements
Combining video and personalization technology, Idomoo provides its clients with ways to address customers with visual content based on their individual needs. Businesses create their own videos through Idomoo’s Video Engine (a cloud-based video generation machine based on Adobe After Effects). Integrating Idomoo with a business’ CRM data makes it possible to personalize those videos with customer-specific data. For example, a retailer could display different scenes to users from different locations around the country. In Batch Mode, businesses can quickly generate multiple video versions from single templates, which are then disseminated throughout the web via personal URLs.
Know of other tools that businesses can use to create personalized online video ads? Leave a description in the comments.
Stephanie Miles is a senior editor at Street Fight.